There is social manipulation, but I think the term 'social engineering' is relevant to a wider effect on people than typical manipulation.
An example might be what is known to me as 'moral panic'. If there is an incident of gang-crime, then does the mass-media coverage serve to encourage more youths into gangs as well as scare the rest of society into acting? I think both are accomplished, and it is evident that sometimes gangs act based in a 'fame and fortune' scenario - especially with regards to Hip-Hop culture; so does general coverage of gang-murder serve to cause more gang-murder? Probably. Thus the question is raised: Does the media intentionally cause youths to fall into gangs via coverage? Possibly, depending on what media circles.
I think that is the general 'social engineering' idea.