Media is a source of reproducing social norms. How the media depicts a certain content, or how it excludes/includes contents are ways that the media makes the social norms more concrete. There are also media contents that challenge the dominant ideology, however it is limited in exposure.
Personally I think the school textbook is an influential media. The textbook, whatever subject it may be, are reproductions of perceptions and concepts the society accepts as normal. Recently there was an issue about a new highschool economy textbook in Korea. Generally Korean society perceives competition, especially for financial success negatively. Also people are not in favor of the big corporations as they are(in most cases)the center of corruption. So Korean school textbooks on the Economy subject usually have negatvie notions about spending and earning money. Dissatisfied with the 'narrow' views of the textbook, corp owners have made an association called 'The New-Right Oraganization', and have made new Economy textbooks that have positive views about competition, the market, and consumming. People are worried about that the new textbook will influence students to become more comfortable about consummerism and make financial success their main purpose of life. On the otherhand, the New-Right Organization believes that consumming cannot just be negatively seen, as it is necessary for the growth of the economy.
Media can also be a way dominant ideas can be challenged, thought limitidly. I remember seeing an ad for gay rights. A teenage boy was having dinner with his two fathers. He looks around nervously, and brings up the courage to say "I'm not gay". This ad is challenging the conception that gay parents would be a 'bad influence 'to the child if they are allowed to adopt, because they are not a 'normal' family. However I saw this ad through the internet, and I am not sure how long or often, and specifically what kinds of channels this ad was shown.
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