For me it's directing peoples thoughts. That's exactly what the press does in England, a large chunk of the population think how the press tells them to on issues.
The internet generation is a little more savvy but there is still a sizeable few who's main window on the world outside big brother is what is printed in the red tops.
I don't think it's any different in the US.
In today's world power is all about the control of public opinion -- never an exact science, and particularly not in a democracy, but huge amounts of time and money are spent trying to influence the media agenda in the US, successfully to a degree.