http://www.youtube.com/watch?v=5wSTrpBW8s0

This demonstrates role- a set of expectations(norms) about a social position, defining how those in the position ought to behave.  Blair and Chuck are obsessed with NOT becoming the normal roles that tend to take place in a relationship after the first couple of months, so they invent the "games."  In the games chuck plays the rich, man whore and blair the scorned woman.  These games are fun at first but then both characters start to feel the other is just playing for the other.  This creates doubt in the relationship when Blair believes Chuck actually brings that girl homes with him.  She believes he has become his role and because she believes that, she becomes her role...and this is why people watch the show.  Similarly this relates to Shawshanks Redemption because the prisoners at first assume the roles as a joke or not reality but then they take them very seriously and before they know it, they are the role.  This applies to the guards and the Warden as well.  Maybe at first he just acted mean and stern to be respected, but then he became his act.