I went to a rubber-chicken dinner a few months ago. The speaker was the executive producer of a highly-regarded Sunday, talking-head, news commentary show. She was talking about things like how disastrous it was to undo the damage of being misquoted. How powerful a mere mention can be in the launch of a product. Stuff like that. In her conclusion, she said:

...the media is a powerful medium...

It about cracked me up. Maybe it's just a writer thing. Some people see nothing funny about this whatsoever. So, there's that.