I don't think you appreciate how old "the media" is. Before it was pamphlets, periodicals and almanacs (the beginning of what we call "media") it was the church. The church (all religions) were owned by the secret societies for the exact same purpose that the media is owned now; to steer beliefs in specific directions. My research suggests it was the church (all formal religions) that played the same role as the media for at least 3000 years (Babylon). That's how long (at least) that form of "media" was our ruler. For most of the world the church still performs that "media" function (creating beliefs to rule).