It has been shown, therefore, that stereotypes have always existed in society, and probably will always do so. The mass media is a relatively recent phenomenon, which is one reason for the widely differing views on its role in creating and fostering stereotypical images. The actual causes of stereotyping in the mass media have been shown to be surprisingly diverse, although there can be no argument that any form of it which leads, albeit indirectly, to suffering in any form must not be allowed to take place. It is society itself which must stop this from happening, as laws and regulations are often ineffective. Things are changing, though, and in some areas very quickly; some commonplace stereotypes of only twenty years ago and today virtually taboo. It is society which must indirectly control the mass media, not vice versa. However, in an increasingly 'global' world, controlled by fewer and fewer corporations and individuals eager to please the governments of the major world powers, and, in the mass media, who are more than willing to use stereotyping as a tool in the control of society, we must be more and more vigilent to avoid this cynical manipulation.