In the cybernetic age, the individual becomes increasingly subject to manipulation. His work, his consumption, and his leisure are manipulated by advertising, by ideologies, by what Skinner calls “positive reinforcements.” The individuals loses his active, responsible role in the social process; he becomes completely “adjusted” and learns that any behavior, act, thought, or feeling which does not fit into the general scheme puts him at a severe disadvantage; in fact he is what he is supposed to be…What has happened in modern industrial society is that traditions, and common values, and genuine social personal ties with others have largely disappeared. The modern mass man is isolated and lonely, even though he is part of a crowd; he has no convictions which he could share with others, only slogans and ideologies he gets from the communications media.