This research study attempts to emphasize that Western civilization, with its manifestations at all levels, imposes itself as a complete and comprehensive model of progress and development. This has shaped the model of contemporary man, who lives within the framework of the transformation in thought and behavior brought about by the modern model. This transformation occurred after humanity rejected the sacred, stripping the world of its magical aura, and subsequently adopting scientific knowledge as a replacement for mythical and superstitious thinking. Therefore, it is accurate to say that modernity is a condition that reflects modern societies, which differ radically from classical societies. Indeed, for some, modernity represents the ultimate model of human progress on various levels, such as politics, science, social organization, and even behavior. The human being. In light of these transformations, media and communication emerge as spaces that contribute to shaping contemporary man, through advertising, media discourse, and digital media that intervene in shaping desires, representations, and behavioral patterns. Therefore, the modern human being has become a man in crisis, and his crisis manifests itself in a qualitative crisis within the very foundations of modernity itself—a crisis embodied in the modernist vision of humanity and the world. Thus, the modern human being is always a product of Western civilization and its aberrant modernist manifestations. This is why we have proposed critical models of modernity and the modern human being from within the modernist system itself. These models include the Übermensch (the powerful human being); the one-dimensional human being (the materialist human being); the superhuman, or the super-consumer; and the fluid human being, the human being of liquidity and uncertainty. This study takes this angle as an entry point to understanding the role that the media can play in reproducing some aspects of alienation. Advertising is not limited to promoting goods, but also contributes to creating desires and consolidating the consumerist pattern, while digital media contribute to intensifying speed, immediacy, and virtuality, in line with the fluidity of relationships and the transformations of contemporary man.