Requirements and Philosophical Consequences of the Advertisement Industry in the Media

The cliché understanding of mass media is that they are tools and means to transmit news and expand communications whose function is to be informative, provide entertainment and promote ethical codes among people. This paper, mainly relying on the views and approaches of 'Heidegger' and 'Marx' about technology, aims to analyse the media and its relation with advertisement. This analysis has put under question the current common belief and shows that the advertisement industry implies a biased viewpoint toward the world, which will bring about certain philosophical requirements and consequences. This analysis also shows that the media in the new world are structurally manufactured to operate under the influence of social relations and acts.