The idea that media doesn't affect people is obviously wrong as the existence of propaganda and marketing can attest.

Now, how and how much is debatable. But there are empirical examples of media mainstreaming ideas from will & grace to blacks rioting over agitprop.

How, this sounds like feminists arguing games make people sexist, well, there is no evidence for that. My theory: games are clearly escapist, present romanticized worlds, and niche while under selling their narrative in favor of other elements so they aren't that informs gamers' views on much at all. and nothing they show is trily aberrant beyond the physicality of women (no doubt this being a barrier to them being seen as generally applicable to real life as well), so if feminists think it is sexist for men to want to rescue princesses and women wanting to be rescued then that is on them