The portrayal of individuals, politicians, celebrities and other decision-makers in various communication channels reveals a growing shift towards a society characterised by 'pretend' behaviour. The role of the media in staging various events, politicians or companies leads to reporting tailored to specific target groups. The international boundaries of information gathering are becoming blurred and, as a result, a global change in the perception and behaviour of individuals can be observed. Institutions such as politics, business and media companies are playing a decisive role in this social change, both actively and passively. However, the greatest influence on changing social behaviour is exerted by actors within society itself. Just as historical events have proven to be anchor points in the development of society over the last few centuries, so too are technological and communicative advances in the 21st century.