Douglas Kellner says: "That societies forge their own identities using the ideas created by the advertising media including film, radio, television and other products of the advertising media culture, our notion of what it means to be a man or woman, our sense of self, our sense of race, ethnicity, class, nationality, sexuality and "us and them".

With the advent of the smart phone and its relative ease of uploading photos to social networking sites like Facebook, one can get an idea of ​​how quickly a pub review, an idea or a coveted article can be shared around the world. Advertisers have always been aware of the strength of word of mouth and have turned to social media like Facebook, Twitter, and Tumblr to advertise their products.

Trend multipliers commonly known as crucial influencers are usually celebrities or people like you and me who have the potential to become influencers. These often function as lifestyle gurus promoting a particular attitude or lifestyle. They can influence lifestyle on a global level.