Oddly enough I don't think people who have 'found' themselves necessarily have found some genuine self. Rather they've found something permanent and stable to latch onto. Given OPs thoughts about media/advertising these days, it could be said that we don't get enough permanent stuff to fashion an identity out of in mainstream culture. Part of the MO of advertising is always changing and building a need up for products. That implies a heightened impermanence to our mainstream culture.
