Reading the book Rhetoric For Radicals, the chapter “A Call To Rhetorical Action” the reader will read about society norms and the process of how the media is ignoring us and how they are shaping our society.  As it says in the Social Norms section “erasing all norms is not possible” (20). We see it as impossible because it is so difficult for a society to adjust to a different kind of living.  For example, hanging out with someone everyday and becoming their best friend, but once that pattern stops the relationship stops.  I on the other hand see it is possible to create a new social norm different from the ones we have now like sexualizing woman, thinking all men are untruthful or even all Muslim’s are terrorists.  Using technology like social media, we can spread truth and wisdom to young teens, our future generation.  Teenagers use social media so much, ideas and stereotypes are implanted in their brains and eventually becoming a social norm.  The media plays a big part in our lives stating what they want us to hear.  Using advertisements, Youtube, Facebook, etc. they are our only connection to what is happening now in the world.  “Improving our communication skills” (35) will be our way to beat the media.  Our speaking and writing skills are so important because we need to communicate to our peers in a way they will understand the problem at hand and be convinced.  That is one thing the media does well which is convincing people that what they are telling us is the actual problem and is more important than anything else happening.  In addition, the chapter brings the 5 contemporary challenges current activists face, which are intercultural exchanges, intercultural communications, culture specific rhetoric’s, translation issues and creating transnational rhetoric’s. Basically, the five challenges allows us to share cultures and perspectives with different races and by doing this we are widening our alliances and getting more of an understanding of what other region’s societies are like.  Technology can help tons on this subject because not everyone can meet someone from another culture in person, but by communicating and sharing with those people online we are accomplishing these challenges.  Definitely an interesting chapter for the Rhetoric For Radicals informing the readers on how the media works and social norms are formed.