Crowd, mass, or mob: those were the keywords to the 20th century. Words that have emerged during the industrial revolution and have only become larger and more comprehensive since then. From mass production to mass culture to mass media: the crowd ruled. But not without controversy, in fact, Crowd in it’s relatively brief reign has often been criticized for its tendency to herd behaviour resulting in superficiality without nuances. By the end of the 20th century, Crowd had lost it’s shiny crown.