consumption of which one has access and the goods and services thatit chooses. Even thoughconsumption is commonly reduced to sheer consumerism, its well known that theprocesses of consumption are much more complex than product of unstoppableimpulses given by advertisements. Consumption is the code which we relate toour peers by as we do with the world around us. Such as dress codes, haircuts,gadgets and accessories. In a society based onconsumption, to become a desirable product is the matter of which dreams aremade of. Coherently with theneoliberal ideology, the entrepreneur subject has become the role model ondiverse contexts. The success of the entrepreneur subject is no accident. Theentrepreneur subject has to be, above all, willing to risk. In a society ruledby uncertainty and everlasting competition, the capacity to face risks andovercome challenges has become a matter of survival. In the same way thatis demanded that the subject learn self-management and that it finds itselfwell oriented in the corporative world, so it is given in its private andsexual life. Dress code, hairstyleand alike; are under full time analysis on the streets at any situation inones life nowadays. Every of the aforementioned aspects have become meresymbols of expression inside given patterns. They define how pretty, seriouslytaken and sexually appealing you are and determinates (supported by theexpected social behavior) which doors are sealed and which are open. To be theperfect product, the perfect subject of consumption is the ultimate goal forall those who crave any kind of power. And why is that we should listen to this voice that point they as puppeteers? Why should thereader take this author seriously? Whatdo this people want and why do they have to steer the rest of us like cattle? Isit not too much of a fuss?Edward E. Bernays, Freuds nephew has an answer to those questions:They govern us by their qualities of naturalleadership, their ability to supply needed ideas and by their key position inthe social structure. (- Propaganda -THEPSYCHOLOGY OF PUBLIC RELATIONS- pg09)Note that he does not give names; however, he describes them as thosegifted with key positions in the social structure. The elite: owners of themedia and financial system. The usual. In fact, Bernays seesthat as a gift for those less fortunate minds who are under the rule of themodern princes, as he states: In theory, every citizen makes up his mind on public questions andmatters of private conduct. In practice, if all men had to study for themselvesthe abstruse economic, political, and ethical data involved in every question,they would find it impossible to come to a conclusion about anything. We have voluntarilyagreed to let an invisible government sift the data and high-spot theoutstanding issues so that our field of choice shall be narrowed to practical proportions. (-Propaganda -THE PSYCHOLOGY OF PUBLIC RELATIONS pg10)They want to keep the power that they have. Forever.Wouldnt you? Or would you prefer to be your limited self? I must explain better,why and how power characterizes the ultimate objective.For example: Thatsthe reason for why society has psychopaths in leading positions all over theworld. CEOs, presidents and all kinds of leaders composes the