The socialising power of popular culture is considerable, and it exerts a strong influence on the values, norms, beliefs, attitudes, general habits, activities and lifestyles of those who consume it. Individuals tend to accept these norms as normal, questioning them only rarely. It can be argued that the media plays a role in the creation and sale of values, ideal lifestyles, and norms as part of a dominant culture that is designed to sell a wide range of products and services. As a significant element of socialisation, media culture plays a pivotal role in the formation of societal norms.