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One key development in the evolving discussion surrounding popular culture which occurred during the early twentieth century was the association of popular culture with the United States of America. Through Hollywood and associated modes of popular entertainment, USA was beginning to exercise international cultural influence. The term 'Mass culture' is particularly relevant in this context as it refers to both the effects of American culture as well as to a specific theoretical debate that emerged in America during the post-war period. Dominic Strinati contends in his An Introduction to Theories of Popular Culture (1995) that 'mass culture refers to popular culture which is produced by the industrial techniques of mass production, and marketed for profit to a mass public of consumers. Such a view of popular culture argues that the industrial revolution produces a series of atomised individuals who had not only lost touch with the communities of shared interest to which they once belonged but that they had also been subjected to the process of mechanisation and alienation. This rendered them ripe for systematic cultural manipulation through uniform, mass produced formulaic products designed to evoke frivolous, escapist and superficial pleasures.