Media hegemony Theory of Commuincation

1. Team Presentation
LEAD
Azeem Faheem #20
Into & Case study 1
MEMBER
Arsalan Shabbir #35
Case study 2
MEMBER
Hamaza Hanif #36
Case study 3 & conclusion
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2. Media
hegemony

3. 1.
Introduction
A Brief History
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4. Hegemony is the dominance of one social group over a society or one nation over another.
The idea of media hegemony is rooted in the works of Karl Marx. According to him the ruling
or dominant ideas in a society are those of bourgeoisie, serving their economic and class
interest.
Ideology is manufactured by those at the top of the society and distributed to the rest of
the society. Society is presented a false picture of reality (false consciousness) of the world
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Karl Marx (1818-1883) According to his views media are
vehicles in the reproduction of dominant ideology. They
were controlling not only material wealth but also
ideological mechanisms through media

5. Media hegemony by Antonio Gramsci
The modern theory of hegemony is
attributed to Italian philosopher Antonio
Gramsci.
He rejected the notion of classic Marxism
that people are passive recipients of
dominant ideology of bourgeoisie
Dominance is not imposed by simple
imposition of will of the ruling class but
by the ability of ruling class to present
themselves best for the interest of
everyone
Consent has to be won from subordinate
classes through a continuous process
They gain acceptance from all members
of society to assume moral and cultural
leadership
This exercise of leadership takes place
through institutions like education,
religion, family and media
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6. “
Consent is a more effective mean of
controlling society in the long run than
coercion. However at the moment of
crisis the dominant class will resort to the
use of force to discipline
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7. Case studies
A Muslim
Counter
Hegemony:
Turkey’s
Softpower
Gramsci and
Hegemony:
Civil society
in Pakistan
Gramsci’s
theory:
British Royal
Family in
Media
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8. Gramsci hegemony and
civil society in Pakistan
Khalid Saifullah
Iqbal International Institute of Research & Dialogue (2018)
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9. In this research the author discusses the persistently faced hurdles by NGOs in their
activism on human rights, democracy, freedom of expression and effective citizenship in
Pakistan.
Obstacles to NGOs were analyzed at community level and government level. At the
community level, the hurdles faced by NGOs are divided into two major groups
 The first group includes the obstacles that are specific to NGOs
 The second group is concerned with generic obstacles that any agency or actor
would face whether NGO or Government body or business party
The first is related to perception of NGOs while the second includes the obstacles in the
process of mobilization. The research focuses on first group specifically linked to NGOs
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Abstract

10. The main obstacle of NGOs is their
perception of carriers of foreign agenda
with vested interest can be best
explained by Gramsci’s idea of
hegemony.
Gramsci uses the concept of hegemony
as a form of control. In context of
Pakistan, this contributes to the
generation of collective public fears,
anxieties from hegemonic actors.
The fears become narrative and which
presents foreign ideology as a threat to
identity.
NGOs receive funds from INGOs. They are
heavily influenced in shaping their
agenda, objectives, and structures.
Following Gramsci’s theory of civil
society, the role of INGOs can be
understood as a neoliberal hegemon
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11. Gramsci considers the Government, along with its laws and policies, as a tool to dominate
politically and ideologically. Governments curb the activities of NGOs by limiting their
access to information, creating difficulties in their assemblies.
Governments only allow to bring nominal changes as ‘pressure valves’ which only create
an illusion of satisfaction for societal change but do not affect the overall apparatus of
the state.
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12. A Muslim counter
hegemony: Turkey’s soft
power
Halil Yenigun & Sinem Adar
Stanford University (2019)
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13. Abstract
Since the 2010s Turkey has been on a political roller-coaster under the leadership of
President Recep Tayyip Erdogan. In this article authors look over the wide range of soft
power strategies Ankara deploys in accordance with the main premise of its new foreign
policy outlook.
These strategies systematically target gaining global recognition and validation for
Turkey as the leader of the Muslim world and patron of Muslim masses worldwide.
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14. Numerous methods have been tried to increase Turkey’s profile among
Muslim masses. The recent historical TV series Dirilis Ertrugul has, for
instance, been surprisingly popular among non-Turkish Muslims.
It is a mobilization strategy of cultural mobilization. These series are
geared towards promoting Turkey’s military ambitions, through a style
of religio-nationalistic precedents.
On the other hand they seem to appeal to general Muslim audience by
including “Islamic guidelines” promoting important values, and
providing vision and perspective
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15. Combating Islamophobia has been a primary objective of Turkey’s current
geopolitical goals. For this transnational network have been build in realms of
policy making and in media. The most striking is the launch of TRT World in
2015.
TRT has rebranded itself to join the ranks of BBC and Al Jazeera. It
keeps a highly professional level with competitive salaries to attract Western
Muslims particularly, which is another recruitment strategy to act as natural advocates
of Turkish policies vis-à-vis the diaspora communities and Western governments.
In addition to regularly publishing and broadcasting about foreign affairs with a
particular focus on Turkey, in 2017 it launched an conference featuring a global panel to
on the rise of xenophobia and islamophobia.
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16. Gramsci’s Theory: Media
treatment of British
Royal Family
JACK ROSS
Sheffield Hallam University (2011)
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17. abstract
Gramsci’s theory of hegemony is vastly applied in understanding the impact of British
hegemony. The British royal family is the most iconic and glaring example of British
colonial legacy that still exists in the modern world. However there are opposite views
among British public whether to keep this institution or abrogate it.
In order to thoroughly understand the impact of Royal Family on audience, as well as
their place in modern societal structures, concepts of British hegemony and dominant
ideology must be considered.
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18. On twenty-ninth of April 2011, Prince William and Kate Middleton’s wedding was
broadcasted live twenty-four million people tuning in for the ‘high-point of the ceremony
on BBC. On analysis it was observed that media coverage of wedding reaffirmed the
hegemonic ideologies through representation of British identity.
 The broadcast was rife with British iconography like crowd displaying the Union Jack
 The repeated exposure aimed to create a sense of belonging in viewers which shows that
Gramsci’s notions of superstructure are still very much prevalent
 The presentation of wedding itself was aimed to create a ‘fantasy for the masses’
 The ‘love match’ between William and Kate was presented aspirational relationship for their
lower-class subjects
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19. The British Royal Family is also portrayed
as potent marketing strategy for British
tourism. Different monuments relating
to the Royal Family like Buckingham
Palace are vigorously promoted on Visit
Britain tourism ads.
Royals holding their baby, Queen
Elizabeth in her traditional setting and
other routine aspect of the royal house
serve as opinion leaders and proponents
of British culture in media which
generates approximately £500m in
tourism.
In commercial context the Royals
attract visitors because they are the
most recognized feature of British
identity. Gramsci’s notion of
superstructure is manipulated through
the use of Royal Family.
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20. Conclusion
Gramsci’s theories prove to be incredibly potent in the media landscape.
Media remains a potent tool of cultural hegemony, modern capitalistic and
ideological hegemony. Furthermore, multiple forms of hegemony can be
elicited, as both ideological dominance and the sustainment of modern
capitalistic power structures are evident in the modern capitalistic
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21. thanks!
Any questions?
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The following sources were used for gathering content for this presentation
https://www.academia.edu/ https://www.flaticon.com/
https://scholar.google.com/