Questions about "media bias"

[Proud Liberal Dem]

As longtime member of DU, as well as somebody who (sometimes contrary to his better judgment), "samples" programs like Limbaugh, Hannity (e.g. "know thy enemy"), I have become totally confused about the media and who(m) it's supposedly "in the tank" for at any given moment and why neither liberals nor conservatives seem to be particularly happy/satisfied with the media. There are, of course, plenty of examples here and elsewhere to make the case that the media seems to be "in the tank" for Republicans (or at least being held at gunpoint by them) and that much of what is reported seems to be more favorable to Republicans and/or less damaging to them than what may really be the case (which we don't really find out until after elections).
OTOH, blowhards like Limbaugh, Hannity, et. al devote a major portion of their TV/radio shows to ferociously attacking the media as though the media, or more specifically, any news stories or reports that seem to paint the Republicans in an even slightly negative way, is attacking THEM. Al Franken, in his wondefully written book, "Lies & The Lying Liars", made the point that the media often has MULTIPLE biases, some of which seem more favorable to one side or another or may not actually "favor" either. Sam Seder, in his book, "FUBAR", doesn't investigate the issue of media bias as extensively as Franken but makes a good case by examining the New York Times and, more specifically, journalists like Adam Nagourney (whose articles have occasionally cropped up around here in postings). His most important point is that the media reacts to right-wing attacks by "bending" their coverage so that it it either reflects better on Republicans, is more critical of Democrats, or, in some, being "objective", which usually means leaving whatever subject they're examining in doubt without drawing any conclusions.
My biggest questions are, if WE hate the press because we see them as carrying water for the Republicans and Republicans see the media as carrying water for the Democrats, then WHAT is the media actually doing and who(m) are they REALLY "for" and who(m) are they REALLY "against"? What should our expectations be for the media and how do we ensure that they fulfill their expectations? If we can't count on the media to meet our expectations, then what do we do about it? Attack the media ourselves and hope to sway the media to "our side"? Or should we just attempt to build a new media "infrastructure" in this country that DOES meet our expectations?
I would be interested in hearing everybody's thoughts.

[Winterblues]

1. The Media is for themselves. Republicans make news

Democrats govern well and generate little news to report. Republicans on the other hand are bellicose and arrogant and often create discord which the Media thrives on. It is no wonder that they basically promote the Republicans because they promote themselves at the same time..

[stillcool]

2. the 'media' provides sanitized news...

in order to shape our collective reality. The problem is that reality is so bad, their attempts at creating an alternative are absurd. But there are people who allow this alternative running commentary into their minds every single hour of every single day. Obviously it is very effective.

http://www.thirdworldtraveler.com/Norman_Solomon/Norman_Solomon_page.html