Abstract: Freud’s analysis of crowd psychology is the final result of the traumatic impact of the Great War. First, he introduced the notion of death-drive as the dimension beyond the pleasure-principle; then, he analyzed the formation of social groups which bring individuals to forsake their ‘rational’ behavior and surrender to self-destructive violence. Freud’s analysis should be supplemented by Lacan’s distinctions between superego, Ego- Ideal and ideal ego – through this triad, we can understand today’s rise of the new figure of obscene Master.