The phenomenon of standardization is "a concept used to characterize the formulaic products of capitalist-driven mass media and mass culture that appeal to the lowest common denominator in pursuit of maximum profit". According to Adorno we inhabit a media culture driven society which has product consumption as one of its main characteristics. Mass media is employed to deliver messages about products and services to consumers in order to convince these individuals to purchase the commodity they are advertising. Standardization consists of the production of large amounts of commodities to then pursue consumers in order to gain the maximum profit possible.