Another significant factor to consider is how the media "spins" events. In reporting, the tone, description, and amount of coverage all form a single narrative that can be controlled and manipulated by media figures, be it from a governmental source or by their backers. In either case, a higher power is causing the story being told to conform to some set of standards, often differing from an objective truth or report.
In the U.S., both of the major political parties accuse the other of manipulating the media to report things in their own favor. The truth of these accusations depends mostly on an individual's personal beliefs.
The role of a spin media, then, is to cause the media narrative to conform to a certain set of standards and rules; objective reporting becomes secondary to the spin itself.