Does the media reflect society or vice versa?

What does our news media say about us as a society or maybe it's the news media which has helped to turn us into the society we are today.  Recently listening to the main news headlines I was amazed to hear that top of the news was the sacking of a football manager second came the terrible issues that are happening in the Ukraines and thirdly the tragic death of a young boy who had died of burns having set himself on fire.  How can any editor of a news programme come up with this order of news without feeling "I think I might have got that wrong."  Whenever media people are challenged about what they have done I have never heard a sincere apology from one of them.  Yes an apology but that's because they have been dragged kicking and screaming to the microphone not because of any genuine concern about their actions.  Everything  is a reflection of the society we exist in they say.  No I'm afraid it isn't.  That's the Tesco argument "we sell what people want" no you don't you sell what you offer because in my experience any request made is usually turned down due to lack of public demand  The News media report on what they think sells newspapers or increases viewing and listening figures. The media actually mould the society we exist in. They don't publish news but trash based around the tabloid press and in most terms cannot be considered to be news.  Oh one good thing the second news report put the Ukraine top but an overpaid football manager still beat the death of a burned boy to second place.