According to Gene Youngblood
The media don’t have to endorse the ‘system’ in any overt way or say anything particularly nice about it at all. Conversely, we don’t have to like or believe anything the media may say – so long as we don’t have access continuously and pervasively to models which describe in detail a completely different kind of life. The only thing that’s not permitted is the possibility of negating this social system by describing another one so completely that we could vividly imagine what life would be like in it, hence to desire it and then, perhaps, to demand it.
(or page 8 here because the one above is missing the last page)
See also the BBC documentary “Century of the Self“.