The development of behavioural science (i.e. not modelling people as rational beings, but exploiting human psychological biases, see R. Cialdini, D. Ariely, D. Kahneman) is a new phenomenon.

Also is the shift from mass broadcasting to targeted messaging. The degree of information available to exploit you, your weaknesses and biases is a new phenomenon.

The erosion of social loyalties and ties, which can be linked to one century of neoliberal policies, is also a change (although it happened in the past: see the Corruption and decline of Rome: http://www.historytoday.com/stephen-williams/corruption-and-...)