1. Lesson aim: to activate the key concept ‘Hegemony’ How does this key concept apply to your project?

2. Hegemony means control by consent. Recall: What does Adorno’s theory of ‘The Culture Industry’ say? Theodor Adorno: German Jew forced into American exile by the Nazis in the 1930s. Lived in the USA throughout the 1940s – during the ‘golden age of cinema’

3. ‘The Culture Industry’ theory says:The rich and powerful (the ruling class) only allow media products to reach the masses that do not expose the truth about how unfair society is. The film Gone With the Wind (1936) represented African Americans as happy and content. The reality was quite different. Why did this portrayal serve the ruling class?

4. The film Malcolm X (1992) goes against Adorno’s theory of ‘The Culture Industry.’ How? In what way does this film represent African Americans in a different way to Gone with the Wind? Why would the ruling class allow such a film to represent the USA in such a negative way?

5. Other marginal groups in society Are they still ‘marginal’? Why not? By bringing ‘the marginal’ into the media, how is harmony or equilibrium in society maintained? How does harmony or equilibrium help the ruling class?

6. Hegemony is how the ruling class rules by consent (not force/violence) The ruling class maintain power by violence/force in places such as Chinaor Iran. The ruling class maintain power through consent in places such as Europe and the USA. Hegemony = power with consent.

7. How has your media product treated ‘the marginal?’ The marginal include social groups such as ethnic minorities, women, religious minorities, the disabled and children. Does your media product feature/include a representative of ‘the marginal?’ Is it a positive or negative representation of the marginal?

8. Key media concepts Hegemony = How the ruling class governs by consent (not force) The marginal = anyone who isn’t male, white, and middle or upper class The marginal = ethnic minorities, youth subcultures, women, homosexuals, children, the poor/exploited. How does your media product represent ‘the marginal’ Are ‘the marginal’ now intergrated into society? Who is marginal or ‘outside’ today?