Standardization not only refers to the products of the culture industry but to the consumers as well: many times every day consumers are bombarded by media advertising. Consumers are pushed and shoved into consuming products and services presented to them by the media system. The masses have become conditioned by the culture industry, which makes the impact of standardization much more important. By not realizing the impact of social media and commercial advertising, the individual is caught in a situation where conformity is the norm. "During consumption the masses become characterized by the commodities which they use and exchange among themselves."