Values and attitudes are embedded in media work.

Values are what individuals or groups think are important and hold to be of worth (e.g. justice, honesty, education)

Dominant Values are those values that are widely shared among a group, community or culture in a particular context.  

Attitudes are the positions held or responses an individual or group make, as a result of their values. (For example, when honesty and justice are valued, then an attitude towards stealing might be that anyone who steals should be sent to prison)