I take your point – critical literacy of all forms of media is important – but by the same logic you can argue that any act of seeing is consumption. Acts of seeing things like architecture or horticulture or dance. That doesn’t mean we should stop doing these things or that best expressions are uni-directional fulfillment of a voyeuristic appetite. Nor does it mean the best expressions of these “revered” arts could exist without their “lower” forms. Mass media, pop, pulp, whatever, is a place where innovation and experiment happens. It has cultural value.