Does the media effect society? Or does society effect the media?

The argument is whether the media effects society or does society effect the media? When Schiller says that the media effects society, he says that there is a manipulation of the people in order to control the people. This being said what is the reason to control the people? What power lies in the control of the public opinion? I would say, a lot. When people are being fed information and are not questioning it, they take that as the truth. The truth, whether it be invalid or not, will always have some sort of pull of how people react. If the media can control people into believing their truth, than society loses its power and someone else is making our decisions/opinions for us.