Media and society, what's the equation?

I am having this discussion with a freind on the media's respoibilty towards the society. She says that the media should play a proactive role in defining the morality and ethics. Well, everything started when she said that karan johar should be more responsible than soiling the "definition of marraige"
This is what i had to say, I start with my premise:

"The media has a Responsibility towards the society; it starts with defining what's the acceptable moral and ethical behaviour is and after defining it, adhering to these standards"

I don't agree with both these counts; media doesn't owe anything to the society. Media is there to make the money, let it do so. The social responsibility clause people tag it with is just hopeless.

Well, Media and society are in a symbiotic relationship, and they evolve together. Media shows what the society want, and the society sees what it wants.

Indian society was supposedly not ready for kissing in early 90s. Pioneers like Raj Kapoor kissed away to the bank. Straight jackets then cried on top their voices that this 'immorality' is corrupting our youth. I watched the side shot of Zeenat Tamman in 'ram teri ganga mailye hogayi' umpteen times, I turned out OK, atleast not bad I guess.

If the society wasn't ready for kissing then it would have voted with their wallets and purses.

Now, this idea of KANK pushing a new paradigm of 'the search for love is eternal' and can be found even after betrothed, even with an other individual outside the nuptial bond, corrupting 16 year old guys, is as unfounded as the above argument (ufff, that was a long sentence, pardon me).

There is this notion called personal responsibility, and it should come first before asking the media to put control on what it has to show. There has to be a line drawn somewhere like, porn and gore, which you wouldn't want to watch on the sidewalk, walking to your bus-stop. If you think your 12 year old daughter is not ready for this movie about screwed up relations, don't take her to it. In fact You yourself don't go and make your friends not go. Let karan know that you are offended.

The same happened with mira nair and her films. A few morons thought they were doing a big favour by destroying her "water" set. I hate her movies too, i never watch them. I don't go about destroying the sets, I don't ask her not to make big generalizations on India. It's her call, her freedom.

To conclude, personal responsibility trumps media social responsibility. Educate your kids show them how to tread in this world full of choices.