How does mass media shape the public's agenda of issues?

The mass media can be overwhelming sometimes because it is, after all, the representing factor of the people. If ‘the people’ are saying one thing, it could be hard to voice out against them and say otherwise. The mass media as well has adopted a code of ethics, which basically defines acceptable/unacceptable behavior for taking a course of action towards certain issues or plans. These include respect for private property, commitment to timeliness and being fair. Each is very important to the people because they need to stay reliable and honest and, for lack of another word, fair. The media also controls what the people they represent see, so they air what they find to be the most important issues and draw more attention to that than other things that some people might find important as well.