The advancement of fame is closely related to the advancement of technology and business. New technologies emerge and enable new methods of communication. New forms of communication come with new forms of media and advertising to target their audiences. A good example of this is the formation of social networks like Facebook and Twitter that encourage people to expose themselves to a worldwide audience. As a result, these growing social media sources are prime places for companies to place advertisements due to the growing audiences. As new innovations emerge, a society's values ​​and norms can adapt accordingly to match the new trends and norms that citizens will adopt. Therefore, according to Uhls and Greenfield of the University of California, a rapid expansion of the Internet and technologies from 1967 to 2007 may be linked to new values ​​such as personal fulfillment and financial success that did not define the values ​​of previous generations. These new values ​​are prevalent in Western societies where capitalism is the voice behind the economy and students are offered more educational programs than ever before. This is to ensure and encourage the success of as many citizens as possible. Behind the media, success is presented as an ideal life. The commercials will target specific age groups and showcase a product that will bring the audience's life to its full potential. For example, as seen in many car advertisements, a truck advertisement will show a fun time for middle-aged men and sports cars will appeal to young adults with a need for speed. This is no different than children's television programs that show an ideal life for other children their age. A well-known program aimed at young teenagers, Hannah Montana, presents a life in which there is no... half of the paper... and those who have achieved stardom. The desire for fame is driven by attraction and glamour, so fame brings out selfish characteristics in those involved. Overall, this phenomenon that expands every day can be seen as a kind of epidemic that infects the minds of the population through the media. Works Cited John Maltby (et. al.), “Implicit Theories of the Desire for Fame.” British Journal of Psychology 99 (2008): 279-292. EBSCO Presenter.Rockwell, Donna and David C. Giles. “Being a Celebrity: A Phenomenology of Fame.” Journal of Phenomenological Psychology 40 (2009): 178-210. Guest of EBSCO. April 7, 2014.Uhls, Yalda T. and Patricia M. Green Field. “The Value of Fame: Preadolescent Perceptions of Popular Media and Their Relationship to Future Aspirations.” American Psychological Association 48.2 (2011): 315-326. Guest of EBSCO. February 3 2014.