How do media writers influence society?

http://www.google.com/#sclient=psy-ab&hl=en&source=hp&q=media+writers+influence+society&pbx=1&oq=media+writers+influence+society&aq=f&aqi=g1g-m2&aql=&gs_sm=e&gs_upl=1l3209l1l4015l1l1l0l0l0l0l104l104l0.1l1l0&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=3432f8cbc2a34e3c&biw=711&bih=453