I don't think media made much difference on "strong women". My own mom is like that. Or if you have friends like that, it makes a difference. The people in your life change things. Watching TV... not so much.
Certainly, there's a stronger influence from people you know directly. But don't discount the media. The media has a give and take relationship with societal norms. What is considered the 'norm' is represented in the media. This can cause further skew in that direction as people fail to see other 'options' for them. I'll stick with LGBT representation. If all you see are gay men played as jokes and villains, then, as a young gay guy, that's how you begin to form your personality. You start to dislike that aspect of yourself because you don't see anything positive in it. If there were also positive representations, then it counters that out.
As societal norms shift, media shifts to reflect this. It just takes critical mass to see that shift. There have been a ton of LGBT posters on this board who credit Bioware's games with helping them 'come to terms' with their sexuality. For many, this is one of the first places where they can see themselves represented in a respectful way. It might not seem like a big deal to you, but it certainly is for them.
Again, all of this being said, of course a strong role model or peer could have a larger influence on a person. The problem is that we're only at a little over 50% of the population in the U.S. who approve of LGBT rights. It's a lot lower if we look at global rates. It's hard for some people to get that 'in person' influence. And that's why having respectful media representation is so important still.