In any society, the culture is created and maintained by the media and other apparatuses of the ruling class. Collectively, this is referred to as a society's superstructure

This superstructure reinforces and perpetuates the ownership and norms of productive forces in society, known as the base of a society.

In the USA, the base is oligarchic capitalism, and the superstructure is a neoliberal managerial-cultural apparatus

The media creates the culture.