Media definitely has a huge influence on our idea of beauty and what is "appropriate" in the society. It projects the trends that are in the fashion industry and therefore guide women on what is the current "thing" to do. In my opinion it's fun and a cool way to express yourself, experimenting with different looks, making yourself look different.
Personally, it gives me more confidence and I believe I look prettier with make up on. BUT the important thing for any woman is to feel beautiful in any situation, with or without makeup and that's where the media isn't helping, as it portrays perfection (skin, eyes, lips) and we try to reach that perfection through makeup. We are all perfect in our own way.