Territory & Objectives: My project investigates the way in which we impose received value systems upon the world around us, and how those standards are also mapped upon the individual body as carrier of those principles of the dominant societal mode thus affecting our relationships with one another. It shows that living within the context of capitalism shapes the criteria of these docile evaluations, and demonstrates how this system of evaluation self-referentially recourses to fortify the capitalist social system through flux and change. Discussion will move on to consider in detail how locally received examples of information disseminated by globally operating media cartels act to coerce individuals’ lifestyle investment in the authority of the system. This will be orientated by the appraisal of lifestyle magazines, exploring how the discourses of desire within the grand schema of capitalism set standards of normative criteria which are employed in a self-policing system of adherence to what it means to be a good consumer. These various lifestyle aspects by various publications persuade the individual, critically disengaged, to regard themselves as the aspiring capitalist critically engaged in the labour of consumption and therefore active in the formation of their lives and their relationships with other people. Rather than promoting multi-cultural, inter-disciplinary engagement in the process of being, the imperative to consume, saturated throughout commercial repertoires, in fact causes and substantiates rival economies and inequalities between individuals, between factions and at the level of global market forces. Further, the effect of tying consumption, through advertising, to normative standards set, makes it almost impossible to recognise the specificity of an individual. Rather, we evaluate ourselves and others against normative standards which discourage empathy for our fellow man, a state of affairs which may have dire consequences. Finally then, this paper will suggest what possibilities remain for communication between us with a view to the reformation of a networked community in response to the alienation and apathy of the individual in high capitalism. Change: The way in which advertising has tied consumption to normative values which are themselves set with the imperative to consume in mind. The overall effect is to diminish greatly one’s scope for specificity, and to create conflicts of interest. Sources: Foucault, M., The History of Sexuality I: The Will to Knowledge, Penguin, 1998; Foucault, M., The Archaeology of Knowledge, Routledge 1994, Bristol; Foucault, M., Power/Knowledge: Selected Interviews and Other Writings 1972-1977, ed. Gordon, C., Pantheon Books 1989, New York; Blanchot, M., Literature and the Right to Death, The Station Hill Blanchot Reader, Station Hill Press 1999, Barrytown; Marx, K., Communist Manifesto, Karl Marx: Selected Writings, Ed. McLellan, D., Oxford University Press 1977