Multiple perspectives are applied in approaching the subject of psychological role the media plays in the processes of indoctrination of political and corporate ideologies in western socie ties. This paper provides a review of critical theory on the media, examining the way in which postmodern propaganda contributes to the formation of ‘the public’ and the institution of public relations. It is found that consumerist imperative, insisting on the negation of individuality, reproduces certain types of personalities, thus a modern day individual (...) appears to be deper sonalised and highly depended upon media, politicians, advertisers and relatively recent agents – influencers – for the construction of their reality. The paper examines how collective enti ties, made up from heterogeneous pluralist institutions, can become the core of social ‘pathos’. Paper attempts to deconstruct some aspects of the existing relationships between the economy, politics and media, and investigate the way in which propagandistic rhetoric can influence the psyche of individuals and communities. (shrink)