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    Hegemony:: Gramsci Model of Media Hegemony

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    Iqra Gohar
    Gramsci's concept of hegemony refers to the moral, philosophical, and political leadership gained through active consent rather than force. Media hegemony means the dominance of certain aspects of life and thoughts by penetrating dominant culture and values through social institutions like education, religion, and mass media. According to the Gramscian view, the ideas of the ruling class become the dominant ideas in society, and the mass media are controlled by the dominant class to exert control over others. Media hegemony assumes journalists are socialized with the dominant ideology, tend to cover topics that support the status quo, and present pro-American and negative coverage of foreign nations. Hegemony works in society, politics, and media by influencing culture,

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    Hegemony:: Gramsci Model of Media Hegemony

    Uploaded by

    Iqra Gohar
    1K views2 pages
    Gramsci's concept of hegemony refers to the moral, philosophical, and political leadership gained through active consent rather than force. Media hegemony means the dominance of certain aspects of life and thoughts by penetrating dominant culture and values through social institutions like education, religion, and mass media. According to the Gramscian view, the ideas of the ruling class become the dominant ideas in society, and the mass media are controlled by the dominant class to exert control over others. Media hegemony assumes journalists are socialized with the dominant ideology, tend to cover topics that support the status quo, and present pro-American and negative coverage of foreign nations. Hegemony works in society, politics, and media by influencing culture,

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    Media Hegemony

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    Gramsci's concept of hegemony refers to the moral, philosophical, and political leadership gained through active consent rather than force. Media hegemony means the dominance of certain aspects of life and thoughts by penetrating dominant culture and values through social institutions like education, religion, and mass media. According to the Gramscian view, the ideas of the ruling class become the dominant ideas in society, and the mass media are controlled by the dominant class to exert control over others. Media hegemony assumes journalists are socialized with the dominant ideology, tend to cover topics that support the status quo, and present pro-American and negative coverage of foreign nations. Hegemony works in society, politics, and media by influencing culture,

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    1K views2 pages

    Hegemony:: Gramsci Model of Media Hegemony

    Uploaded by

    Iqra Gohar
    Gramsci's concept of hegemony refers to the moral, philosophical, and political leadership gained through active consent rather than force. Media hegemony means the dominance of certain aspects of life and thoughts by penetrating dominant culture and values through social institutions like education, religion, and mass media. According to the Gramscian view, the ideas of the ruling class become the dominant ideas in society, and the mass media are controlled by the dominant class to exert control over others. Media hegemony assumes journalists are socialized with the dominant ideology, tend to cover topics that support the status quo, and present pro-American and negative coverage of foreign nations. Hegemony works in society, politics, and media by influencing culture,

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    Gramsci Model of Media Hegemony

    Hegemony: It is the political, economic, or military predominance or control of one state over others.
    People says there are so many definitions to the hegemony. Normally many people know “hegemony is the process
    by which dominant Culture maintain its Dominant position” when we take the topic hegemony we cannot talks
    without Power. Because the word of hegemony donated by power. Nowadays hegemony plays everywhere. Those
    are politics, society and media. Power is decided under these activities.

    The concept of hegemony, which first was put forward by Antonio Gramsci (1971), refers to the moral,
    philosophical, and political leadership of a social group, which is not gained by force but by an active consent of
    other social groups through taking control of culture and ideology. During this process, the leading social group
    exerts its impact and gain its legitimacy mainly through social mechanisms such as education, religion, family and
    the mass media.

    Media hegemony: Based on the definition of hegemony, media hegemony means the dominance of a certain
    aspects of life and thoughts by penetrating dominant culture and values in social life. In other words, media
    hegemony served as a crucial shaper of culture, values and ideology of society (Altheide, 1984).

    The assumption of media hegemony is that the ideas of the ruling class become ruling ideas in society. According to
    this approach, the mass media are controlled by the dominant class in society which uses it as a vehicle for exerting
    control over the rest of society. Media hegemony is rooted in the Marxist economies. They argue that media
    contents in USA are shaped to suit the interests of the capitalists. While commenting on media hegemony, Altheide
    says that it seems to involve at least three assumptions that could be treated with evidence:

     The socialization of journalists involves guidelines, work routines and orientations replete with the
    dominant ideology.
     Journalists tend to cover topic and present news reports that are conservative and supportive of the status
    quo.
     Journalists tend to present pro-American and negative coverage of foreign countries, especially Third
    World nations.

    There are 1500 Newspapers, 1100 Magazines, 9000 Radio stations, 1500 T.v stations, 2400 Publishers....
    Owned by only 6 Corporations.

    Media hegemony – in the past:


     Corporate media power
     Media ownership in hands of few
     Capitalist – status quo
     Western values
     Negative coverage of ‘Third World’

    Hegemony works in Society: In current situation money makes the culture. Every society based on
    the culture. The developed country’s culture is different than poor countries. For example, America was
    achieved economic development. It has maximum money. So, others say American people’s culture is
    high level than African people. So, they get the cultural hegemony. But other countries not like that.
    Therefore, society can be Separate ruling class and subject class.
    Some societies, men have power over women. Hegemony is dominance, and has to do with power
    possession. It is also comes under the culture hegemony. Democratic nation says Man and women have
    the same right to all the things. The people those who are accept by the democratic don’t like to give
    equal rights to the women. These type of works done by hegemony in society.
    Hegemony works in political: Leadership is one of the great talents in the world. There are many
    leaders comes from politics. It is the effective way to guide others. “Every political system including the
    democratic one, it is based on the cultural hegemony” there also provide the more influence by power.
    The reason is without power any nation can’t run effectively. Especially smaller nation controlled by
    large nations in an effort to achieve world dominant. For example, sometime Sri Lanka controlled by
    India. Because, India has the more power than Sri Lanka. (Population, Economic, land) At the same time
    India controlled by America. Basically, when big country thinks it owns every country smaller than it.
    So, political hegemony always tries to express their power. And it likes to control others. (Man or nation)
    even though political hegemony maintain the democratic but it is create many problem in the beginning to
    until now.

    Hegemony works in media: Hegemony is the predominant influence over the others. In the media
    also has the hegemony to their activities. We already know, money makes the culture. Because all art
    needs an outlet whether is it on television, in movie theaters, on DVD, in publishing or even in an art
    gallery.
    That developing and maintaining side media try to get the hegemony. Following things hegemony very
    important the media. Those are Institutions, language, news/information, regulating output,
    representations, ownership, and authorship. When we take a media without authorship they definitely
    can’t reach very well from audients. Not only this but also ownership.
    We might know language is very important source to each and every media. As well as the media has the
    power to provide the language. Mass media are the powerful institution to control people. For example,
    mass media can represent by the particular society. Through their programme viewer can identify the
    clear message about the society. So, media has the high-level task.
    And also, media can use the hegemony in another style. For example, media can be changed people mind
    those who are watched the particular media. So, they use to their hegemony to this method. So, this type
    works done by the hegemony in media.
    At the same time If Media show anything itself they will never audience. When media show the movie or
    any programme they should consider the audience opinion. Otherwise media cannot run long period.

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