The media plays a crucial role in relaying this information to the citizens of a nation. Changes in technology has prompted cooperation’s to adapt new platforms to get their news to the public, as the world becomes increasingly globalized it is inevitable that the media’s role changes and becomes more important. The rise in influence of the media can be traced back to the early 20th century when people like Edward Bernays, the American nephew of well-known psychologist Sigmund Freud, promoted the idea of public relations and the importance of manipulating the mass public. Bernays is the man responsible for helping the tobacco industry overcome the social taboo of women smoking, prior to Bernays propaganda campaign it was seen as very un-lady