Gramsci revisited: Media hegemony in the age of Gangnam Style

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by Dr. Rey Rosales

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Gramsci revisited: Media hegemony in the age of Gangnam Style

  1. 1. Gramsci revisited: Mediahegemony in the age ofGangnam Style
  2. 2. Antonio Gramsci - 1891-1937 Prison Notebooks Italian intellectual Hegemony Work published after WW2 Translated to English ‘71
  3. 3. Hegemony - conceptCivil societyCulture
  4. 4. Hegemony - conceptLeadership –fundamentalgroup
  5. 5. Hegemony - conceptConsent –‘common sense’Dynamic –alignments andre-alignments
  6. 6. Media hegemony – in the past Corporate mediapower Media ownership inhands of few Capitalist – status quo Western values Negative coverage of‘Third World’
  7. 7. Media Hegemony inAge of Gangnam Style New entry points topower and influence Globalized and highlyconnected From viral videos, blogs,social media – everyone is apublisher
  8. 8. Media hegemony – today Counter-hegemonicmedia and points ofview Media – powerfulhegemonic domain (anindependent variable)
  9. 9. Media hegemony– todayBigger space – same sandbox
  10. 10. Media hegemony - todayAllowing dissent in societyLocation: Public sphere
  11. 11. A million little hegemons Search for a newmodel Interplay betweenindividual, media andsociety
  12. 12. Google - ‘prison notebook’

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