This final paper summarizes the knowledge of the possibilities of media influence on the collective consciousness. It is culture that brings together members of society, their shared values and excepted behaviours that have emerged over generations. The media represents an important tool of mass communication and an important factor in the manifestation of the personality of a modern man. Also, the paper will explain in more detail the influence of the media on shaping social values. The main chapter of the final paper is focused on the mass media, newspapers, television, radio and social networks, and addresses their importance, history and development. Nowadays commercialization has strongly influenced the media, journalists and content, therefore media literacy has never been more important. Individual and social values are explained in more detail as definitions that determine value as an object, criteria of choice or assessment standard. The subjects of the research had different values, and their results through this work paper have been compared through universal content theory and value structures. National culture is viewed through the three levels, according to Lazibat (2018): individual culture, organizational culture and macro level culture. Also, the paper graphically presents the individual concept of culture. Ethics through chapters is defined and portrayed through the culture of a man. The paper illustrates, for example, discrimination, prejudice and stereotypes in societies, and their consequence.