Define media hegemony, explain its several components, describe the three broad

Question

Define media hegemony, explain its several components, describe the three broad benefits to diverse groups, and provide an example to illustrate the inclusion of cultural diversity, challenges, and hegemonic adjustments to win consent for existing social relations of power. Explain how consumerism appears in and informs media production, some examples of consumerist ideology in entertainment stories, and the possible effects of consumerism on audiences. Include the advertising model of media financing. 3. 4.

Explanation / Answer

3.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. 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. As for the direct and indirect results of media hegemony, there are at least three aspects in news reporting. Firstly, the socialization of reporters including guidance, work norms and orientations will be greatly influenced by the dominant ideology. 1.Socialization of journalists means that they are socialized into professional and organizational norms. And some basic values, norms they share are influenced by ideology as it is hard to be independent from the culture that the dominant class shapes. Though journalists claim that they are autonomic from the state and marketing force and are always on the side of the public as social instrument, it is undeniable that the ideology and control of economic interests permeate the assumption, orientations as well as procedure of reporters who are the direct producers of news stories. 2.It turns out that it is journalists that can unconsciously facilitate the ideological hegemony by the means of using cultural categories and symbols. Then, reporters are inclined to choose and report those issues that are favorable to the domain ideology and the status quo. By so doing, it is harmful for social changes by diffusing those conservative news reports to the public.To a certain extent, the formation of public opinion is largely based on the information spread by status quo oriented news media. 3.Last but not least, reporters tend to report those news that are supportive of their nation and negative to foreign nations in the communication of globalization. It is believed that prejudiced news reporting will hinder the international social change. It is news media that shapes negative stereotypes of foreign countries. And values and ideology are permeated through international social communication to exert impact on people foreign nations. In a word, media hegemony is a powerful force that can influence and shape social values and life in an intangible way to reach consensus of the public which are supportive of the dominant class. Public trust media because ideologically they projects independence and impartiality from the political or economic interests of the state. However, media existing within a state are obliged to follow the ‘formal protocols of broadcasting’ and depend on ‘the form of state and political system which licenses them. Whether local, national, or global, corporate or democratic and participatory,media hegemony only occurs as a leadership successfully represents the interests of many by producing and distributing programming and messages accepted by allies and subordinate groups as articulating favorable images and representing their interests and needs. Media that acts as a window to the world and a provider of social knowledge are in reality controlled by corporate and political elites who, by controlling ideological space, are making the public think what the dominant class want them to so that they remain in power. So, basically hegemony is enclosed in the news or programs, which helps maintain the dominant ideology. Today people who are not consumers they might be regarded as an outsiders, such is the trend created by the media. It has instilled a feeling that each one of us must become a consumer or aspire to be one in order to be in the ‘norm’ of the society. With the help of media and through the expansion of consent, ‘slow but powerful ideological process began to shape both moral order and common sense, aligning the cultural practice of consumption with freedom, individuality, civil liberties, etc’. Due to time limit,remaining questions can be asked as another question,they will be answered,thankyou for your cooperation

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