I don't have it handy, but there's a 4chan screenshot out there explaining this pretty well.
Basically, one of the things TPTB learned from programs like MKULTRA is that human brains suck at telling fiction from reality.
If a monkey sees another monkey get a banana for doing a trick on the TV screen, monkey thinks he will get banana for doing the same thing. Similarly, if human sees hero in Marvel film behave a certain way, they expect they will receive the same (or similar) rewards for doing the same things. Scale that up across thousands of films and other media and you can program certain "truths" into a population that don't actually have any real world equivalent.
It's pretty evil when you think about it, because like you pointed out, old stories usually serve to help teach lessons on behavior and expectations within a society.
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