Media Theorists

Antonio Gramsci

• The ideological role of the media is to persuade us that it is in our best interest to accept the dominance of this elite
• Introduced and used the concept of hegemony 
• This elite is able to rule because the rest of the population allow it to do so
• How people are influenced into accepting the dominance of a power elite
• Hegemony can also be applied to the power relations found in gender, sexuality and race
• Popular culture contributes to the manufacturing of consent for bourgeosie power within captilalist societies

How are Gramsci's ideay reflected in everyday life?

Every day behaviours that keep government's in power...

• People hanging flags from their homes 
• People rising and removing thier hats when the national anthem is sung 
• People celebrating a country's independence day with parades and picnics

Every day behaviours that keep corporations in power...

• People wearing designer clothing 
• People shopping at chains instead of local stores 
• …