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6          Five "Guidance Influences" over human beings in the Western World:

            *           Initial four influences are in the best interests of the individual

            *           the 5th influence, namely the Media Marketing Influence (most powerful) is aimed at -

                        +         selling consumer goods; or
                        +         influencing political or religious allegiance

1.      Intrinsic within the psyche of nearly all animals, including humans, is the deep-rooted concern parents exhibit to protect and guide their young which commences at birth.  Parents generally endeavour to steer their offspring into a Lifestyle Behaviour, and to adopt priorities/values that those parents believe are in the best interests of their newborns.

2.      In Australia, the school education systems seeks to guide children within a collegiate enviroment towards Lifestyle Behaviour not limited to education, a healthy diet, regular exercise, honesty and fair play.  However, the USA schools charter seems more limited to reading, writing and arithmetic, with guidance for Lifestyle Behaviour largely left to the parents and the church.

3.      The Christian Right religious movement in the USA plays a potent role in endeavouring to guide their flock towards the attributes of loving thy neighbour and do unto others as you would have them do unto you under the business practices it condones.  The church in Australia is less influential in guiding young adults. 

4.      When young adults enter the labour force they receive guidance from their peers, work colleagues and senior management at their workplace.  CEOs of large companies, which are concerned to "protect brand name", ensure various leaflets warning of sexual harassment, insider trading, fraud etc, and the consequences of breaching any of those protocols, are regularly distributed.

5.      The final and most effective guidance influence that humans in the Western World receive is the Media Marketing Influence delivered via television, radio, the Internet and paper based advertising - all intent upon inducing their audiences -

               (a)        that they need to buy the advertiser's product(s); or

                     (b)        to favour a political party (ie Talk-back radio Shock Jocks such as Rush Limbaugh and Michael Savage in the USA endlessly talking-up the Republican party) or a religious movement. 

Re the 5th Guidance Influence, such advertising is exceedingly expensive in prime time.  Major global advertising companies have enormous annual cashflows with clients across the full spectrum of industry (mining, motor vehicles, logging, housing, retail, primary industry etc) with offices in hundreds of cities across the globe.  For example, the 3rd largest advertising agency globally, McCann-Erickson World Group has 18 offices across the USA, Latin America, Europe and Asia.  It employs highly creative Spin Doctors skilled at inducing consumers to purchase their products; the basis of laissez faire free market economy ostensibly without government intervention in the Western World.  Advertising agencies' clients primary KPI is sales.  The skill and acumen of our leading advertising agencies to "get sales" should not be under estimated.  Nor should the power of our media moguls to influence their listeners.

So whilst the initial four above Guidance Influences are intended to be in the best interests of individuals, collectively the 5th Media Marketing Influence, which is the most influential, is directed patently at the best interests of the party which is funding it for their benefit, namely  -

*           private sector business; and

*           to a lesser extent, political parties and religious influences.