"The media tend to create rather than reflect the values of a society", is true because society allow the media to pursue this in such a way.

The American culture as a whole lives through the pulse of the media world and is enthralled by movies, lyrics and film. Because of the nature by which our society is dependant on the media, the media is able to create any senses of values adaptable by our society.

This is not to say that the media is solely responsible for the values of American culture, however, our society makes this creation possible. Although there are many who will disagree with the medias portrayal of many issues, our society as a whole fuels the fire to which the media thrives on. For the most part, books, films and music are produced to sell and the media knows to which audience they are targeting.

The way in which a culture enable the media to create it’s values, ultimately reflects the values of a society.