I do consider the power of persuasion a form of control, but I do completely agree with you Jam. I feel that if persuasion is to be a form of control, the persuader must be an expert with speech. Members of the media may have a bit, or even a lot of experience in this area, but becoming a politician revolves greatly around the ability to speak and debate. The government has the edge in that area.
While no media outlet can force you to do anything, you underestimate the stupidity of many of the citizens of America. While television CAN provide a good amount of knowledge, it is often biased, especially in the news media. Sometimes it just drives me crazy how i can't get unbiased news about current politics. So much of America is made up of mindless people who will listen to this and do whatever they say on FOX News for the right, or MSNBC for the left.
While THIS is true, if the government attempts to manipulate the people to do something, the power to overthrow them is given to us by the constitution. The media, however, is given the benefit, not the restriction, of the constitution. They are protected by the first amendment, and other sections. They have the right to do or say nearly whatever they want, and when they at the same time have the power to broadcast that to the entire world, they are a greatly powerful, underestimated force.