-shape the public opinion abt current events -condition desired attitudes about our future agenda -thriugh

news entertainment and advertising -we can program avariety of emotions and responses in to the collective unconsci ous -before limited to print media, now many media to utilise in programming and con ditioning the masses -cable news we have directed the public entertainment based consumptions of worl d events-infotainment -this medium more effective subliminal reinforment in desired attitudd of object ive -reinforce the desired norm through advertising, creating as model for people to live up to that is virtually impossible. result in an incomplete desparate indi vidual tha is seeking acceptance -breaking down community to instill individuality