In modern popular culture the individual is regarded primarily as a consumer whose pursuit of a materialistic lifestyle is focused on the acquisition of standardised products and entertainments, such as cars and meals from fast food restaurants. The media reflect and thereby reinforce the image of the individual as a consumer . This is obviously the case with advertisements, which are designed to inform and persuade an audience whose members are seen as potential customers for the product or service on offer. But the same point can also be seen in the way that the media place such as emphasis on providing entertainment for the consumer. Consider the content of the popular newspapers, for example, which is based mainly on stories which are intended to take the reader away from the reality of his or her in everyday life; for example, stories about serious crimes, disasters, celebrities, and professional sport. The media pay very little attention to covering the concerns of people as worker rather than as consumer. Despite the fact that work occupies such a large proportion of our time , the media provide us with very few details of what the process of wealth creation involves and its effect on people.
Must of the political debate conducted in the media also assumes that the reader or viewer is a consumer . For example, journalists frequently question politicians about how their policies will affect the standard of living of the 'ordinary person in the street', and what actions they intend to take to provide better services-hospitals, education, roads and etc. - for the taxpayer .The connection is rarely made in the media that many of the people who benefit from lower taxes and improve services will also be producers (workers and owners of businesses) whose interests might suffer as a consequence of the very policies that bring benefits to them in their other role as consumer