Therefore, consent should be won and re-won because courageous individuals may possess alternative ideologies that make them rebellious to hegemonic ones. Ideology is very powerful because it is the means through which dominance of hegemonic institutions is gained. In contemporary cultural society, hegemony is the dynamic means used by a dominant class to obtain and win the consent of the subordinate class. Hegemony on the other hand deals with predominant influence of one group over other groups/group.įiske defined hegemony as “exertion of a nation’s ideological and social, rather than military or coercive, power over another nation” (Fiske 1998, 310). Compatibility of images and words in a certain media text, thoughts and definitions of cultural and social issues are fundamental in ideological analysis (Croteau & Hoynes 2003).ĭespite the fact that mass media texts are comprehended ideologically as means of communication that have a higher regard for some set of ideas and not others, an explicit description of media ideology remains limited. Ideology in media does not focus on specific activities shown in newspapers, songs, or movies, rather it is interested in the broader system made up by such activities. Media uses ideology as a means to define and explain the world, and make value inferences on this world. Marxists often talk of ideology as a belief system used by those in power to justify their actions though distortion and misrepresentation of reality. People are grouped into social networks of oppression and subordination by ideological systems (Cottle 2000). The media thus is perceived to sell both ideas and products and this paper will discuss how the media effectively achieves this by paying attention to ideology and hegemony.Īs shown by Marx and Frankfurt, ideology yields positive results by indicating that social power is operational via the cultural realm of society. Bush alleged that school violence was due to “dark dungeons of evil on the internet” (Kornblut and Scales cited in Croteau & Hoynes 2003).Īlso, politicians from across the political realm blamed violent video games for the tragic shootings at Colorado Columbine High School in 1999. In his campaign trail of 2000, President George W. The media is deemed a root of social evils and problems.
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