2. Background Hegemony is the political, economic, ideological or cultural power influenced by a dominant group over other groups. Hegemony in the media encourage people to consent to status quo meaning power structures so therefore the middle class have more power over working class. Gramsci believed the media have always had a key role in teaching people to do things in their everyday lives that support the power structures. People look at how the media support power structures such as government, capitalism/corporations, and patriarchy.
3. Hegemony and TV Hegemony has a massive impact on what is portrayed through the TV. A news report that shows strong support for a controversial foreign policy decision can be said to hegemonically support the government for example all that has happened in Cairo, Egypt. A home improvement network that makes it seem "normal" to own high-end granite counter tops and stainless steel appliances can be said to be hegemonically supporting the capitalist economic system, for example shows Britain’s Best homes always tend to show those who have more financial stability and therefore can have grand houses.
4. Hegemony and Film Gramsci explained another aspect of hegemony and that is exploration of racial representations in media and that can be seen through films. In early films such as Gone with the Wind which was made in 1939 the practice of slavery has been made acceptable and therefore goes unquestioned and especially that the slave figure is prominent in the film. However in recent times black comedies reflect an acknowledgement of a rising black middle-class society with no racism attached and an example is Will Smith's character in The Fresh Prince of Bel-Air.
5. Conclusion It appears that Gramsci's theory of hegemony not only helps us to understand the motivations behind racist images in the media. It is also part of a crucial process of demonstrating the inadequacy of white 'liberal' attempts at reform. Also in spite of well-meant ventures to present racial minorities favorably, white hegemony over the means of media production means that television and cinema continue to subjugate these social groups.
