From the context of AstroCloud's last few posts, it seems that we are splitting hairs over the definition of 'brainwashing'.
This thread is titled "Mass Media Mind Control" and to that extent debating the term 'Brainwashing' is more of a side note than a core topic but it IS pertinent to the discussion.
Encarta's definition of "Brainwash" says it all (check def #2)
brain·wash [ bráyn wòsh, bráyn wàwsh ] (past brain·washed, past participle brain·washed, present participle brain·wash·ing, 3rd person present singular brain·wash·es)
transitive verb
1. impose beliefs on somebody: to impose a set of usually political or religious beliefs on somebody by the use of various coercive methods of indoctrination, including destruction of the victim’s prior beliefs
2. condition somebody to behave differently: to induce somebody to believe or do something, for example, to buy a new product, especially by constant repetition or advertising.
I couldn't have said it better myself.
And to comment directly to AstroCloud's assertion that there is no "mind control" because of the element of choice; no one here is declaring that there is a state of 'total robotic mind control' in the media. That is the stuff of a Saturday morning "Shock Theater" episode. The assertion that is being made by using the term 'mind control' is that our belief system and self-status are contantly being modified by our exposure to the popular media.
Even the Encarta Dictionary guys readily give over to that belief. Not that I am saying the Encarta people are brilliant...you know what I mean.