Introduction to media, culture and society. The question is below:

III . Gramsci 's Theory of Hegemony

A modification of Marx 's ideology is evident in the thinking of Antonio Gramsci , himself a Marxist scholar . His concept of hegemony appropriates the process of power and domination , in which one group and its ideas overpowers the rest (Littlejohn Foss 2008 , which then pertains particularly to the ruling class . This mindset identifies the process by which this group acts as the leader , that uses its own interpretation of messages to apply even to those outside of its economic parameters . According to Gramsci 's thinking , this

ideology of hegemony can be judged as effective if it has the ability to connect with everyone and urge them to act on a certain call or position while it favours a specific group in terms of interest and benefit , it ultimately acts as the glue that keeps all classes together (Stevenson 1995 . It was Gramsci 's thrust to discover a unifying intellectual system among classes within societies , which would likely be educational and political in function (Monasta 1993 , and this is clearly what had guided the thinker throughout his particular thoughts on media and its hegemonic role in said groups

Because media is said to participate beyond its established role in the message production and dissemination process , it is not entirely surprising that people of various classes - from the bourgeoisie to the masses - would consider using it as a platform by which their ideals should be communicated . In this case , it is as Gramsci believed to be a continuous process , as the fight for power within a society and culture never remains static the use of media would then be another instrument by which the seat of power is decided . Delving beyond the typical Marxist analysis , Gramsci 's concept claims that the essence of hegemony reaches far...