<p>Social psychology has avoided throughout its history the challenge of the clinic, either because it privileged the collective or because it avoided confrontation with psychoanalysis. The inverse challenge was not avoided by psychoanalysis, which, for better or worse, dealt with the social. How should we act then, when social psychologists want to deal with the clinic? The search for an answer is oriented in this text by Elias Canetti ́s metamorphosis theory, introducing his ideas on social psychology, specifically those concerning the theory of multiplication, the psychology of digestion and their relation with power.</p>