The values and horizons of our world, the atmosphere that prevails in it and the language that dominates it, are dictated to a great extent by what is known as mass media, or mass communication. The term ‘mass media’ was coined in the 1920s, when sociologists began to refer to ‘mass society’. But are we truly aware of the significance of this term today, and of the process it has gone through? Do we consider the fact not only that, to a large extent, the ‘mass media’ today are media designed for the masses, but that in many ways they also turn their consumers into the masses? They do so with the belligerence and the cynicism that emanate from all their manifestations; with their shallow, vulgar language; with the oversimplification and self-righteousness with which they handle complex political and moral problems; with the kitsch in which they douse everything they touch – the kitsch of war and death, the kitsch of love, the kitsch of intimacy.