by Dr. Rey Rosales

1. Gramsci revisited: Media
hegemony in the age of
Gangnam Style

2. Antonio Gramsci -
 1891-1937
 Prison Notebooks
 Italian intellectual
 Hegemony
 Work published after WW2
 Translated to English ‘71

3. Hegemony - concept
Civil society
Culture

4. Hegemony - concept
Leadership –
fundamental
group

5. Hegemony - concept
Consent –
‘common sense’
Dynamic –
alignments and
re-alignments

7. Media hegemony – in the past
 Corporate media
power
 Media ownership in
hands of few
 Capitalist – status quo
 Western values
 Negative coverage of
‘Third World’

8. Media Hegemony in
Age of Gangnam Style
 New entry points to
power and influence
 Globalized and highly
connected
 From viral videos, blogs,
social media – everyone is a
publisher

9. Media hegemony – today
 Counter-hegemonic
media and points of
view
 Media – powerful
hegemonic domain (an
independent variable)

10. Media hegemony– today
Bigger space – same sandbox

12. Media hegemony - today
Allowing dissent in society
Location: Public sphere

13. A million little hegemons
 Search for a new
model
 Interplay between
individual, media and
society

14. Google - ‘prison notebook’