manfacturing consent

Edward S. herman and Noam Chomsky's manufacturing consent. States that the enquailty of wealth and power is establishes the issues of what is being shown in the news. Herman and Chomsky establsihes " filters" has the organization of the news and how it programs.
The authors are conveying the idea of that the elites are controlling the media. it seems that much of what is being established in the media is what the elites what to be established as news. The question is what happen to having the freedom to establish the everyday issues in the media