South Africa, Aug. 1 -- They create desires and aspirations, shape beauty standards, promote consumerism (creating needs for products that may not have existed before), reinforce stereotypes, influence social behaviour, influence norms by consistently portraying desirable behaviours, and create global cultures and subcultures (using advertising, product placements, etc.)

At the origin of this is culture, and on a global scale, the world is dominated by a Western culture that is rooted in individualism.

Individualism

Individualism typifies a focus on individual rights and freedom, emphasising personal achievement and success, a preference for competition over cooperation, and a strong sense of independence.

Through a process of accultu...