Cultural studies, multiculturaism, and media culture reading.

While reading this first assignment by Douglas Kellner, I had some questions. On page 12 of the reading, Kellner says that the media manipulates and indoctrinates us to think a certain way. He than also says that people can resist certain meanings and create their own way of looking at media texts, and issues that are brought to them. My question to this is, what is the turning point where one may not accept the meaning the text is trying to say. Why do certain people follow what is intended and others go completely against it? Is it our own morals that keep certain people for thinking certain ways about what is shown in the media? Or are certain people just against the idea that the media is what shapes us? Are people simply not agreeing with the fact that what is shown in the media is the right way of living. (how to dress, act, etc.)

Also said on page 12, Kellner brings up the point that there are limits to what can and can not be said and shown in the media. I understand that there are limitations on what the media can bring to people, but why in certain cases. Isn't that against the first amendment. Freedom of the press? Although I don't necessarily agree with being able to publish certain ideas that are offensive to certain groups in today's society, why even have a law pertaining to these issues if one is not able to publish whatever their feelings and ideas are?