You know what? I have a headcold right now which is making it difficult to think about anything coherently, let alone put it into words, but it seems to me that the works people turn to in order to laugh, or to cry, or to get inspired by, or to masturbate to, or to fill an otherwise empty time are works which get remembered. If they're not remembered in specific detail, they're still remembered in favorable generalities, or why else would people make a habit of turning to them? The person who reads through en entire shelf of pulp novels, each one pretty much the same to an outside perspective, is getting something from those novels. The novels are filling a need.
And because they fill a need, or just because they comprise a present and recurrent part of the consumer's life, they converse with the consumer's worldview. People get inspired by a football play or moved by an anecdote in Reader's Digest, and those are real effects on real people. If you're good at matching a need to an audience, you can use those vehicles to make real changes.
You can use
movies to liberalize attitues toward homosexuality. You can use
photo galleries (link NSFW) to alter standards for physical attractiveness. You can use
video games to educate children as to how to avoid landmines. You can use
moments in softball games to teach lesson abut grace. This is true despite the fact that you'll have no difficulty finding people who will dismiss, out of hand, how seriously film or art or video games or sports should or can be taken.
Intended audiences derive meaning from what's produced to entertain them. By accident or design.
Which is why I balk when people dismiss the impact things like fiction - even fanfiction - can have, or when people say that no one should care what messages are put in movies, because they're just movies, after all. The implication is that things like racism or sexism or ableism or whathaveyou doesn't matter if it's shown in these things, because they matter so terribly little. Because of course the constant omission of the voices of people of color in literature doesn't contribute to the creation of
a single story, and the fact that Edward is a vampire and thus clearly fictional means that a generation of young women readers won't grow up to romanticize stalking and other sorts of potentially dangerous behaviour.
Statements like "It's just fandom." "It's just TV." "It's just for fun." assume that people segment their experiences in such a way that those experiences don't ever cross over, ever inform each other. They assume that we gain and learn nothing from those things. And they assume that those things occur in a vacuum, sealed off from the rest of our experiences of the world, whether we're the consumers or the creators.
Human endeavor comes out of human experience and feeds back into human experience, whether or not it's supposed (or assumed) to. In many ways it's completely involuntary, as familiar scents trigger memories or,
as Chimamanda Adichie recounted, our opinions of others fill themselves in on a paucity of facts. It's why watching our media, our art and our entertainment, can be such a valuable diagnostic tool as to the lives and opinions of the people - and why working to improve that can feed back and improve society as a whole.