Media imprints its information onto the brain directly, complete with its hidden levels of meaning representing values, ethics, esthetics, etc.
The audio/visual senses are the two most impactful senses on the brain. Correspondingly, audio/video media is the most developed area of delivery.
Brains need to be trained to receive media. A normal brain creates a mental model of reality based on events that are witnessed by the senses. This mental model is built up by the sense data, again audio/visual in large part, and given a high degree of belief by virtue of the first-hand experience.