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This paper, that deals with the modelling of crowd dynamics, is the first one of a project finalized to develop a mathematical theory refereing to the modelling of the complex systems constituted by several interacting individuals in bounded and unbounded domains. The first part of the paper is devoted to scaling and related representation problems, then the macroscopic scale is selected and a variety of models are proposed according to different approximations of the pedestrian strategies and interactions. The second part of the paper deals with a qualitative analysis of the models with the aim of analyzing their properties. Finally, a critical analysis is proposed in view of further development of the modelling approach. Additional reasonings are devoted to understanding the conceptual differences between crowd and swarm modelling.