"The media (books, film, music, television, for example) tend to create rather than reflect the values of a society."

Today, media is a considerably big power on a society, and the values of a society and media are strongly related to each other. This relationship is a two-way one, in the sense that media is affected by the values of a society and, thereby, reflects the values of a society. However, it also affects the values of a society and tend to create them.
It is very typical that media tools such as books, film, music, and television carry and reflect the values of a society. After all, they are expected to be products of that society and a product created by you, will naturally have something from you. We may take "family" as an example of these values. ...