There's almost universal opinion on the mainstream, left and right that a cultural shift happened in the US between Eisenhower leaving office and Woodstock. It's not some narrative invented and pushed out.

The media does manufacture narratives. Youth in New York and San Francisco had a subculture in the 1950s which was framed as beatnik, and soon sitcoms were mocking beatnik. Small basement performance places would have patrons not clap to avoid noise complaints, so patrons would snap their fingers as applause. This was then presented as something unusual and pretentious, minus its original context. The same thing with San Francisco hippies - they arose organically, the mainstream culture took notice of them and presented them a certain way, and the cycle goes on.

Every social movement that arises is met with an attempt to coopt and to commodity by the corporate media and corporate America, this has happened for a long time.