In 1895, French sociologist Gustave Le Bon proclaimed the era of crowds upon us, in his influential work, The Crowd. Le Bon's work was translated into English a year later, inspiring a number of similar works by American sociologists, and almost single-handedly creating the discipline of crowd psychology. Interest in the new masses was not limited to sociologists, however. Due to advances in transportation and communication technologies, and the rise of the city, the problem of "in the mass" came to pervade the atmosphere of America, at the turn of the twentieth-century. Thus, American writers also wrestled with the difficulty of representing this catch-all entity "crowd," often speculating about what the psychology of the crowd might mean for the future of democracy. But, whereas early crowd theory was overwhelmingly conservative in its depiction of the crowd mind as a site of primitive impulses, irrational emotions, and affective contagion, authors like Frank Norris and Sherwood Anderson, though largely ceding to this description, saw in the crowd the possibility for an entirely new social consistency. Contrary to sociological prescriptives designed to brace the individual against the imminent threat of crowd contagion, however, Norris and Anderson identify what contemporary theorist Roberto Esposito terms the "immunitary regime" as the true difficulty to overcome. For Esposito, the biopolitically engendered immunitary dispositif protects modern individuals from "a risky contiguity with the other, relieving them of every obligation toward the other and enclosing them once again in the shell of their own subjectivity" (Terms 49). It is this hard shell of subjectivity that Norris and Anderson attempt to break down in their works. In this way, the two authors represent a small segment of a genealogical thread in American fiction--one stretching from Whitman, to Steinbeck, and beyond--that takes a gambit on what Badiou calls the "communist hypothesis." Perhaps most importantly, though, the texts of Norris and Anderson demonstrate, either deliberately or otherwise, that such a gambit must preclude any recourse to substantialist notions of innate gregariousness, primitive sympathy, or herd instinct. Thus, while refusing to endorse the immunitarian paradigm as the final word on being-together, Norris and Anderson demonstrate how we must work and think through immunity to arrive at an adequate concept of collective life in the modern era. While other studies of the crowd or the masses often ask what the multitude stands for, in a metonymical or metaphorical register, this one asks how it is formed, how it functions, and what it could mean for the possibility of collective life in modernity. Similarly, whereas other studies often judge a particular representation of the crowd against a preformed model of what constitutes the properly political, the following study attempts to unearth the crowd's immanent possibilities to potentially change those very models. / English

Una masa está conformada por individuos orientados hacia una dirección fija, quienes pueden perder su personalidad de forma consciente y orientar sus sentimientos y pensamientos hacia una dirección definida. Así se evidenció en el Mundial Rusia 2018 cuando la selección de fútbol peruana logró clasificar gracias al capitán de la selección, Paolo Guerrero, quien generó un gran movimiento comercial en razón a esta proeza tan anhelada por los peruanos. Esta investigación tiene como propósito diagnosticar y profundizar el conocimiento sobre el caso de Paolo Guerrero y la psicología de masas que generó a nivel comercial como consecuencia de la clasificación. Se revisará cómo las marcas personales conectan con las personas por medio de su accionar e influencia mediática que brindan los medios de comunicación. Se planteó una metodología de estudio exploratorio cualitativo mediante entrevistas a profundidad a especialistas y dos grupos focales integrado por universitarios, seguidores del fútbol peruano. / A mass is made up of individuals oriented towards a fixed direction, who can consciously lose their personality and direct their feelings and thoughts towards a defined direction. This was evidenced in the 2018 World Cup in Russia when the Peruvian soccer team managed to qualify thanks to the captain of the team, Paolo Guerrero, who generated a great commercial movement due to this feat so longed for by Peruvians. The purpose of this research is to diagnose and deepen the knowledge about the case of Paolo Guerrero and the mass psychology that it generated at a commercial level as a result of the classification. It will review how personal brands connect with people through their actions and media influence provided by the media. A qualitative exploratory study methodology was proposed through in-depth interviews with specialists and two focus groups made up of university students, followers of Peruvian soccer. / Tesis