Flock or herd? And how to rule it

Founder at NakonechnaUA, Co-Founder at Brand Story , Communication Expert

Irina Nakonechnaya
Number of posts: 20
Founder at NakonechnaUA,
Co-Founder at Brand Story ,
Communication Expert

If you look at the flock and herd from a bird's-eye view, you cannot not distinguish them...

Both in the first and in the second case, it is just a group of isolated animals that stick together, they have coordinated behavior and have a leader. To make the differences noticeable, as they say, with the naked eye, you just need to scare them. And then you will immediately understand what you are dealing with - if they rush scattered, then the herd ... People have more complicated interaction schemes, but in general, the principle is the same.

Material is available in English language. The translation was produced by “Translation Agency “Idiom”

Wikipedia, which, incidentally, I adore for some interesting and ridiculous explanations, describes the transition from the human herd to the genus “beautifully”:

“The primitive human herd (or ancestral community) is the conventional name of the original human collective, which was engaged in gathering and, possibly, hunting, which directly replaced the collectives of the closest animal ancestors of man. Sexual relations in such a group were most likely promiscuous. Gradually, sexual intercourse between members of one herd became forbidden and were replaced by sexual intercourse with members of other collectives. So the herd turned into a clan. "

https://ru.wikipedia.org/wiki/The primitive human herd

I'm not sure that the concept of “herd” can be put on a par with the “original community”, but we, communication experts, are interested in another aspect of the differences between the two forms of existence of the “herd” and the “flock” - to form a dialogue with these groups and identify the most effective formats of influence on them. After all, different forms of order imply certain methods and means of building relationships.

Everyone who has such experience knows that at a rally, for example, it is much easier to manage a group of 50 people than a group of 5 people... Since the herd instinct turns on more strongly and there are fewer opportunities for the manifestation of "personal opinion", and then we work “flywheel” technology...

Therefore, the conclusion is simple: in order to influence the flock, you need to influence the leader. Identify the Leader. I will clarify: not just the Chief, but the Responsible - very easy. It is he who will be the first to check the danger on himself, he will defend his flock from "strangers", will take care of the well-being of the community, in general - will be responsible for all members of the group, without exception. But that's another story - interpersonal communication.

So how is a flock different from a herd? The flock protects its own, its boundaries, principles, goes to the goal, works as a team harmoniously and for a result; herd - there is a herd, lazy, gluttonous, insatiable ...

Material is available in English language. The translation was produced by “Translation Agency “Idiom”

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