Perhaps the concept of an analogy is alien to your world, so I'll try to make it simpler for you. If you hire someone whose views are well known to write for you, you have a pretty good idea of knowing what you are going to get without having to offer specific instructions. If you hire Robert Kagan to write a foreign policy column in your newspaper, you don't have to send him a secret message urging him to back an invasion. He already backs every invasion. Understand?
As far as your vapid conjecture about conspiracy theories go, the media is literally littered with writers who have either been directly paid, or who stand to gain (financially and otherwise) for endorsing certain positions. These are not conspiracies, its standard practice.
Whether these media pundits are paid by the White House to endorse their policies:
http://usatoday30.usatoday.com/news/washington/2005-01-06-wi...
Or secretly instructing retired military "analysts" on news networks on how to shape the narrative:
http://www.nytimes.com/2008/04/20/us/20generals.html
And when you don't parrot the party line, they get rid of you, like they did to Phil Donahue when he was critical of the Iraq invasion:
http://billmoyers.com/2013/03/25/the-day-that-tv-news-died/
Or when government officials limit press access to only those reporters who are willing to offer the official narrative:
http://www.ap.org/Content/AP-In-The-News/2013/News-media-pro...
In short, you are delusional or woefully under informed if you don't think that the media narrative is controlled and shaped by the powerful interests that run this country.