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Media hegemony is a perceived process by which certain values and ways of thought promulgated through the mass media become dominant in society.
Hegemony (/ h ɛ ˈ dʒ ɛ m ən i / ⓘ, UK also / h ɪ ˈ ɡ ɛ m ən i /, US also / ˈ h ɛ dʒ ə m oʊ n i /) is the political, economic, and military predominance of one state over other states, either regional or global. [1] [2] [3] In Ancient Greece (ca. 8th BC – AD 6th c.), hegemony denoted the politico-military dominance of the ...
Manufacturing Consent: The Political Economy of the Mass Media is a 1988 book by Edward S. Herman and Noam Chomsky.It argues that the mass communication media of the U.S. "are effective and powerful ideological institutions that carry out a system-supportive propaganda function, by reliance on market forces, internalized assumptions, and self-censorship, and without overt coercion", by means ...
Hegemonic masculinity has also been employed in studying media representations of men. Because the concept of hegemony helps to make sense of both the diversity and the selectiveness of images in mass media, media researchers have begun mapping the relations between different masculinities. [45]
In sociology, the dominance of capitalist thought stems from Antonio Gramsci's theory of cultural hegemony, in which "consent to the rule of the dominant group is achieved by the spread of ideologies—beliefs, assumptions, and values—through social institutions such as schools, churches, courts, and the media, among others."
Alternative media challenge the dominant beliefs and values of a culture and have been described as "counter-hegemonic" by adherents of Antonio Gramsci's theory of cultural hegemony; however, since the definition of alternative media as merely counter to the mainstream is limiting, some approaches to the study of alternative media also address ...
In other words, it is a confrontation or opposition to existing status quo and its legitimacy in politics, but can also be observed in various other spheres of life, such as history, media, music, etc. Neo-Gramscian theorist Nicola Pratt (2004) has described counter-hegemony as "a creation of an alternative hegemony on the terrain of civil ...
Media theory breaks down the hegemony that "pure text" has over other modalities by utilizing "non-traditional" methods and modes of writing through the use of technology. [21] The second way media theory in practice breaks down hierarchies is tied to writing as a process.