If you can make someone believe something, you can use that belief to get them to act against their own self interest. This isn't even a controversial thing for most people to understand. The canonical example that illustrates this was Jim Jones making his followers believe that their best choice was to kill themselves and their children by drinking cyanide laced Kool-aid.
This effect is weaponized through persuasive narratives being repeatedly presented. Once the belief is set, the narratives add in the action that is required next.
That the "media" is the primary tool of setting this narrative is, and always has been, the case. One of the reasons the very first amendment to the US constitution protected the right to a 'free press' was to explicitly allow the media to present narratives that were different than what the government wished to present. Further that they could do this without fear of reprisal.
The "media" has its own agendas and influences, we have a shortage of voices which are both independent and trusted. It is informative to watch the response by established media when such voices emerge.