Ever since the Hearst empire, the media have been so there. Television, then online video, expanded that influence. But when it comes to how most of us achieve success the media are not a key factor. Of course, you can't tell that to the startups launching more and more online sites which present breaking news and frame it with an angle, usually predictable.
For me, success comes through the sophisticated assignments for the establishment. They are stimuating and lucrative. To serve those clients I bypass the media and its filtering of everything to primary research. That includes published papers about research, trends and projections about the future of an industry. I read books. I track down and interview experts. No, I don't dig around the media to get a handle on what "they" have decided is noteworthy.
The media, by their very nature, will likely always loom large. Some of our clients need them. But, overall, they have very little do to with most of our day-to-day victories - or defeats. Fate is not with the media but our own efforts.