Race/Ethnicity and new media usage

Hello everyone.
Media is part of technology which then leads to the variety in consumption and digital divides. Therefore do you agree if I say that media especially the new media is the one that creates meanings towards race and ethnicity? Or are you believe that it may be the other way around? What about the differences in usage among different races and ethnicity? And what are the effects of this new media on society?
You are welcome to answer these.
Thank you and have a nice day :)