We see other people fulfill or seek to fulfill their desires, and a kind of craving is born for the same object the other wants. This is why television advertising works. Desire is born from a concrete witness.
According to René Girard, in periods of collective crisis the phenomenon of scapegoating flourishes. Today, the notorious "PIGS" (Portugal, Ireland or Italy, Greece, Spain), have become those animalized, "criminal" scapegoats.