It only controls our lives if we allow it to do so. No one is forced to participate. A free-thinking person can have all the media he or she wants and still see through its purpose. Unfortunately most people do not get it and choose to be controlled. Aldous Huxley would call these people the "Gammas", "Deltas", and "Epsilons" of our society--fit only to work and consume. Recognizing propaganda in any form--PR, Marketing, political campaign rhetoric...whatever you want to call, it is what separates the free-thinking people from the drones.