1. Media plays a huge role in our society, would you say that media adapts to the cultures and society or is it vice versa?

I would say that both are happening, media and technology are of course hugely affected by the cultures and societies that we live in because often times they are created to fill perceived needs that our society might have. These needs are not always cross-cultural. A technological example of that might be that in Japan they have many cultural etiquettes regarding noise in public places so that they have developed pens that click softer or phones that are more accommodating. Television as well, MTV in the U.S. has different feel than MTV in other countries. And society is definitely effected by media and technology. We often pick up slang and jokes from tv and movies and use this to communicate with each other. For instance how many people have you seen doing an impression from the movie anchorman? It was everywhere when the movie had just come out and i hadn't even seen the movie so I was left out of that communicative frame as a result. If we look at technology, we have start to communicate differently as a result of texting.