13. Statistics
About a third of women between the ages of 18 and 34 go online to check their Facebook
messages and updates before brushing their teeth.
About 21% people from a group of 1605 that were questioned for the research admitted that
they woke up in the middle of the night to see if something new had happened on
Facebook.
Majority of Facebook-generation is older than 35, and it seems they prefer instant messages
and posts above real conversations.
More than 100 million people have Facebook on their cell phones, and they are twice as
active as those that use computers to visit Facebook.
14. How?
‘Edge Rank’ is the name of the algorithm which Facebook uses to determine what appears in
their users’ news feeds.
Determines which of your connections is the most important to you and thus appears most
frequently, and which kinds of content should appear higher than others.
Commenting on something or liking something automatically increases the likelihood of it
appearing on your news feed.
Campaign marketers use this to promote their products or ideologies.
Almost like a chain reaction, one thing will lead to another eventually creating what is
referred to as a filter bubble of all similar products.
15. Why?
With more people becoming addicted to Facebook it has become the perfect tool
used to subtlety control society.
This obsession comes from the constant improvements to the site to tailor to each
individual.
It is by controlling what appears on our news feed that higher powers can
manipulate the way we think and install certain ideologies.
This creates a very hegemonic form of social networking.
16. ‘Google’
When processing a search ‘Google’ looks at 57 signals to determine your results.
This means each person receives different search results according to certain criteria based
on them.
With everything becoming so personalised it has become harder to break free from our
typical ideologies and explore everything out there.
17. ‘Google’
What makes a multinational company as big as Google intervene in the security and social
policies of another sovereign state?
Obviously, the case is not as simple as corporate decision-making of a business, but an act
driven by other hidden factors.
Generally speaking, the major methods of Internet management include monitoring, filtering
and deleting unwanted content.
For instance, Google has filtered a lot of online posts on the ground that they are of racial
discrimination and anti-American rhetoric.
18. Algorithmic gate-keepers
The internet shows us what it thinks we want to see.
But is this what we need to see?
A ‘Filter Bubble’ is created.
This is basically your personal universe of information online, tailored specifically to you.
These algorithmic filters show up everywhere now, from our social networks to our Netflix
cue, and even the online newspapers we read.
19. The ethics of social media
Social media has been almost universally adopted by organizations as part of their marketing
activities.
It is vital that the ethics of controlling what people do and don't see is considered.
Ethical: Not Ethical:
To censor certain search results which could be Blocking certain search results because they
inappropriate for certain ages. don’t match previous searches.
Catering to certain individual results so that
Determining the difference between what
people don’t waste time searching for what
people want and what they need.
they want.
Making internet search results easier to Influencing or manipulating society through
navigate by tailoring them to specific specific search results, thus stopping people
individuals. from exploring a wider range of ideas and
enforcing certain ideologies.
20.
21. The Influence
of films
Movies and television are very much part of our daily life and so they have a tremendous
influence on our behaviour.
The reason is that we try to associate with what we see and search for similarities between
these characters and ourselves.
We come across many stories in movies which are influenced by real life situations. However,
the latest phenomenon that has been observed is that of life being influenced by Movies
or television.
There have been incidents in the last few years, of kids in some U.S. schools who opened fire
within their school campus, while trying to imitate some action movie stunts.
Also, research shows that violent behaviour among kids is increasing because of movies and
television.
22. The Influence
of films
"Excess of everything is bad." Thus, too much of television and movies is also bad for us, this
is specially in reference to "couch-potatoes" and "movie-buffs."
That's because the aim of a movie is to complete a story within a short span of 2 hours.
Because of this constraint, it is packed with lots of exaggerated emotion, drama, action and
comedy.
However, such sudden change in emotions has an adverse effect on human mind leading to
depression and related disorders.
23. The Influence
of films
Films that deal with socio-political questions, for instance, certainly have an impact upon
society.
When it comes to style and music, the film industry virtually dictates what the people in real
life will follow.
Certain phrases uttered by famous actors or interesting characters in film become buzz words
and catch phrases in American culture.
E.g. Such phrases as "Here's Looking at You Kid" from 1942's Casablanca is yet known today.
24. Control through films
Conspiracy Theory In A Nutshell…
World recession. Government want to fix How? – Make people
economy. spend their money.
Without knowing it Increase subconscious
Make people panic.
people will spend fear of 2012. (The end of
more money. the world)
World out of
recession.
25. The Influence
of films
Through films higher powers in society are able to influence the world.
This influence can be interpreted as a form of control.
People in society are manipulated into following certain ideologies.
This is a subtle form of control.
However it is control nonetheless.
Therefore films, which play a major part in the current media landscape, are a tool
used to the shape of ideas within society.
Thus films contribute to a hegemonic media landscape.
26.
27. The evolution of the web
Web 1.0 Web 2.0 Web 3.0
Could be considered the "read-only The social web consists of a number of A web service is a software
web." Basically, the early web allowed online tools and platforms where system designed to support
us to search for information and read people share their perspectives, computer-to-computer
it. opinions, thoughts and experiences. interaction over the Internet.
There was very little in the way of Web services are not new and
Web 2.0 applications tend to interact
user interaction or content usually take the form of an
much more with the end user.
contribution. Application Programming
Interface (API).
This is exactly what most websites We are no longer satisfied with just
wanted: Their goal was to establish watching or listening to media products Broader searches for information
an online presence and make their but actually want to voice our own through simpler interfaces.
information available to anyone. opinion.
29. The evolution of the web
Fundamental discoveries in optical networking that allowed more bandwidth to be obtained from
deployed fibre-optic cables.
New standards for wired and wireless link technologies (such as 100 gigabit Ethernet and LTE).
New congestion control algorithms, improved security infrastructures: these are all examples of
the kind of evolution that most users don’t see.
30. Hegemony through the internet
The more the internet develops the stronger the grip on society.
With Web 3.0 culture the internet is becoming omnipresent.
It will be all around us.
This means whoever controls how its works ultimately controls society.
Thus the Internet strongly contributes to a very hegemonic overall
media landscape.
31. democratic or hegemonic?
Democratic: Hegemonic:
We can post whatever we want including videos on The content of our search results is controlled by
topics of our choice. internet algorithms.
We are able to view the work of others and share our Algorithms form a ‘Filter Bubble’ which stops us
opinions as well as hearing the opinions of others. seeing all that is available.
Sites such as ‘Wikipedia’ which are extremely popular If we aren't being shown everything available we
can be edited by members of the public. cannot make clear judgments thus we are be subtly
manipulated.
Web 2.0 culture has increased audience participation Films are used as a tool to send out certain
and made us more active rather than passive. messages to the public, therefore enforcing certain
ideologies in a sly way.
32.
33.
34. Topic Research - Sociology
Development
90’s 2012
There has been an upsurge in
progressive activism (basically Web
2.0)
since the 90’s within democratize
of the content, practices and
structures in dominant media
(basically we all now have equal freedom
throughout media in comparison before)
35. Topic Research - Sociology
Mass
Media
Sociologists believe that the Mass Media is one of the
main factors that reinforce modern culture – and most
significant at that.
They find that we are bombarded with messages to
either promote, reflect and create a culture that
society should follow.
Some call this ‘medicated media’
36. Topic Research - Sociology
Web 2.0
Keen 2007
Web 2.0 has been ushered in by rhetoric of ‘democratization’
Keen defined this by stories and images of ‘the people’ reclaiming the internet and
taking control of its content’ a kind of ‘people’s internet’ or less positively, the
emergence of the cult of the amateur.
O’Reilly 2005
He notes that operating software and applications move above the level of single
devices, which further Lash 2000 states technology moved from the desktop to
WebTop
Led to…
• New collaborative
• Participatory
• Open culture
Anyone can get involved -> potential to be seen and heard
37. Topic Research - Sociology
Web 2.0 Balnaves, Donald and ShoeSmith 2009
“4 Distinct revolutions in the history of media”
Mosoco 2004
Cautions about the significance and effects of current media and public
communication – noting the warning of “digital sublime”,
Woolgar 2002 even discusses the “cyberbole”, and the five-stage technology
‘Hype Cycle’ described by Gartner Research 2008. Therefore not agreeing that …
Battelle 2005 states Web 2.0 shapes public communication.
However the development of Web 3.0 is well advanced and is predicted to
accelerate changes, as well as lead to a range of new functions and dysfunctions
38. Topic Research - Sociology
Reform
Activism
Media reform and activism can be politically conservative or
reactionary, in the sense of reinforcing patterns of hierarchy
and exclusion.
An example are campaigns by fundamentalists religious
groups against gay-positive representations or policies
(e.g Disney corporation was the target of a campaign against
same-sex partner employee benefits)
This concerns media activism that is democratic and
progressive – in the sense of seeking a more equality
sharing of political, economic, social, cultural and
informational resources and status.
39. Topic Research - Sociology
Mobilisation to
Collective Action Charles and Tilly -
1978
Mobilisation to Collective Action 1978
They note the emerging shape and form of social activism – changing the
repertoire of collective action. This grasps democratic media activism. Therefore
they point our four predominant forms of action to democratize communication
– which ultimately makes media equal and fair.
#1 #2 #3 #4
influencing content advocating reform building hanging the
and practices of of government independent, relationship
mainstream media policy/regulation of democratic and between audiences
media in order to participatory media. and media, chiefly
e.g. finding openings change the structure by
for oppositional and policies of e.g. skills training, empowering
voices, media media themselves distribution services audiences to be
monitoring, more critical of
campaigns to change e.g. media reform hegemonic media
specific aspects of coalitions
representation e.g. media education
and culture jamming.
40. Topic Research - Sociology
Effects
McChesney 1993 & Star 2000
He found encouraging recent surge of work on alternative media
as a site of potentially counter-hegemonic cultural and political
practice . Therefore media is developing back to its manipulated
and influential state
Curran 2003 & Downing 2001
Whereas this study has been relatively few effects on resistance,
hereby modern societies aren't as democratic as it seems.
The debate on society being democratic or hegemonic is
therefore very hard to define and state
41. Topic Research - Sociology
Class
Dominance
Theory
Class dominant theory argues that media reflects and
projects the view of a minority elite, which controls it.
• Those who control, produce media
• Limits competition of big businesses – especially new media
• Few people have change to manipulate what people hear and
see
• Can avoid stories
42. Topic Research - Sociology
Culturist
Theory
The culturist Theory sees audiences as playing an
active rather than passive role in mass media – how
they interact and produce.
• Emphasise amount of options
• Interpretations, developing knowledge and experience
Claim few elite in large corporations exert significant control over
what information media produces and distributes and audience
play more powerful role
43. Topic Research - Sociology
Primary I asked…
Research Do you think society is being indirectly
controlled or is democracy increased in media?
My respondents generally think…
• Society hegemonic-ally controlled – i.e indirectly being
told how to act
• Media is a big controlling factor emphasising
ideology to society
• Democracy is a smokescreen to keep us all dumb
from how they are indirectly controlling us
44. Topic Research - Sociology
Democratic or
Hegemonic
Democratic Hegemonic
Web 2.0 and 3.0 has allowed the The elite still take control over the
audience to have greater media as they are the ones who own
participation the industries
45.
46. Topic Research – Social Media
Networking
Use of Twitter’s hash tag is used to unite people
opinions from all around the world,
- Enforcing democracy -
this is also used throughout media including
TV and Magazines
E.G documentary
‘one born every minute’
This allows the audience to participate with the programmes –
significantly those who ‘shout-out’ the tweets between intervals to share
with viewers, which would have not been done before Web 2.0
However tweets are chosen – presenting a small sensation of
hegemony in Networking
47. Topic Research – Social Media
Networking
Followed Facebook is largely democratic as everyone has the equal
freedom to create pages and groups on something they like, they
think or they do
However, other users could be manipulated by these domineering
groups and feel pressure to like what they do, ultimately they feel
they have to conform the ‘Facebook ideals’
48. Topic Research – Social Media
Social News Thankfully to Web 2.0 we can all interact and post our
own stories on social news sites! However Hegemony
and Democracy exists within
Although Slashdot emphasises their
qualities of allowing their audience
participation generate their whole site
• Users can post their own stories
• However, the stories they get from page
are decided by a more powerful figure
49. Topic Research – Social Media
Social News Where as Digg is largely a democratic website
– fully in control by the audience
Digg has a voting system put on every user
generated story where any user is allowed
to vote ‘Digg’ or ‘Bury’
• The story with most votes get from page
• The story with too many burys is deleted
from the website
50. Topic Research – Social Media
Blogs Blogs have practically no rules, you can post
what ever you want based on your interests
This promotes audience freedom, further an equal and
fair system
i.e – on Tumblr, nothing is censored
Celebrity / Idol blog Culture blog
Fashion blog
51. Topic Research – Social Media
Blogs However these systems are tailored to
your likes and dislikes –
E.G if you type in ‘Fashion blogs’ in Google, only a
certain type will come up that you like
They rest is not shown to you
This almost forms your likes, as the ones your not
shown could be something you would like but you
cant see it do you don’t have the opportunity.
This may come up for
me
But this would come up
to someone else
52. Topic Research – Social Media
Online Dating Since the internet started online dating has been slowly
developing. To now, people can tick boxes and find a
partner who is similar to them while being on a website
that caters there need whether it be
• Age
• Sexuality
• Culture
• Religion
• Fetishes
Though this system that picks our your match could not be
presenting you will all compatibilities – taking control to who you
will speak to and who you won’t – you are not in-control and as
widespread as you think you are to find love online. However, it
depends as a user how much you trust the sites.
53. Topic Research – Social Media
Wiki’s
But who does actually edit the information – Those with the resources and
knowledge
These faceless ‘professionals’ are the ones who dominate industries and
manipulate people below or in less authority than them.
Therefore how does anyone know this information is not
hegemonic?
People always take it how it is – because they think someone more
knowledgeable is always right, to which the audience conforms
54. Topic Research – Social Media
Video sites are again all audience
E.G…
Video Sites participatory which
48 hours of footage is uploaded every hour!
An example of audience
participation is
- Nam cat -
people start posting
cats watching the
This enforced the things what video
people like get popular and allow
other to post their own video’s of
it – connecting people across the
world because of Web 2.0
the creativity that inspires others in
technological culture making many
so many different versions
entire remix community, something
we all became a part of.
to posting a cat
watching a cat watch
the video.
55. Topic Research – Social Media
TED Kevin Allocca
Talks Why video’s go viral
A part of this video highlights the reason for
some video’s popularity is because of the
‘Tastemakers’ who publish it to the world.
This means on domineering figure influences
others to like a video, that otherwise
someone else who is not, it would not have
gone viral – presenting some type of Jimmy Kimmel tweeted on the video
hegemony
56. Topic Research – Social Media
Primary I asked…
Research Do you think social media is fair or
manipulated by the faceless business behind?
My respondents generally think…
• Being on twitter and Facebook is not beneficial as it
leads to bullying and manipulative way to be
• Allows us to express opinions, enforces democracy
• Some sites have a face behind it, so therefore by
knowing who would be manipulating you, allows
audience to think and be comfortable with the
owner and therefore the website
57. Topic Research – Social Media
Democratic or
Hegemonic
Democratic Hegemonic
Web 2.0 has dramatically increased Those who own sites generate your
our freedom to comment and post results
whatever we want
58.
59. Topic Research - News
Bias The elite control the news, they show what the want
History to show and what they don’t
Have you ever noticed pieces of history don’t quite add up? Or that it seems
as though parts have been deleted or hidden from us?
Well the elite have authority to do this.
There are plenty if things the News hide from us. It's not hard
since most of us blindly follow.
• you are told what certain people want you to hear
• ever wondered who the groups and names of their people (monsters) behind
wars are?
• ever wondered why globalisation exists?
• ever wondered if history is exactly the way it is or is it only the author's
perspective?
• do you really think global warming is entirely created by man?
No, because News is completely hegemonic, the audience have
no say in what we know and what we don’t
60. Topic Research - News
Corrupt
Elite
Theoretically the corrupt elite can only be brought down if there is an
'awakening of the people', if people just stop accepting things the way they are,
they can actually progress and advance.
If there is enough information, technology, freedom to move forwards and
invest in rights for humanity, animals, plants and the world, in good food,
health, education and shelter for everyone.
But why doesn't society do this?
The news supress audience knowledge with ‘smokescreen’ information
61. Topic Research - News
Current
Debate
The current debate across the UK is whether
the News tell us everything we should know?
Some think that the news bombards society
with a big story e.g ‘Bin Laden's Death’ to
cover up a story on the elite, government –
and something their doing An example is Hitler who banned
smoking in Germany because it
caused cancer. However the
government kept it a secret &
flooded Germany with free cigarettes
to increase the death rate. Which was
Therefore making it extremely hard for
society to become anti-establishment and kept a complete secret to Americans!
react to what they show, as there is very little
evidence of this – but their dominance and
manipulation to the public is greatly evident
62. Topic Research - News
Dominance
Local TV news is
the most
popular that
audiences watch
and listen to
However, it only cover 12% of international news
• Because its cheap
• Easy to access
• international news is highly corruptive to show because of audience distrust with
governments – trying to hide something?
However audiences have no control to see this news as they don’t have the resources,
therefore we are inevitably manipulated by the news.
Most people believe what they are told – if its on TV News its almost officially the truth
63. Topic Research - News
TED Alisa Miller
Talks The news about news
The video stated shocking facts such as..
• Death of Anna Nicole Smith covered news on all countries
and had 10x more coverage than the IPCC report
• News networks have decreased by 50% of foreign bureaus
because covering people like Britney Is cheaper
• Global news is recycled and does not put their context
across in a away the audience could understand it-
leading to a decrease in knowledge around the world
• All down to dominance as 52% follow global news, but
they don’t even know that much about it
• And this is all out of our hands -> they are hegemonic
64. Topic Research - News
Primary I asked…
Research -
Do you think the news is showing us all
that we have the right to see? Or are they hiding stories?
My respondents generally think…
• Doesn't cover complete stories
• Depends on the opinions of the controller
• Depends on ownership
• Mainstream news is no longer trustworthy
• They show the cheaper stories so we aren't shown the
more important stories
• If we want the truth, we need to do our own research and
become more democratic
65. Topic Research - News
Democratic or
Hegemonic
Democratic Hegemonic
In the future the News could become The news is hegemonic controlled by
democratic if people have the the elite, they have the power.
resources and come together to They manipulate audiences to
become anti-establishment believe what they tell us
66. Record of Resources used…
Wikipedia Examples of wikis
Articles online To see which type of news is more dominant
Newspaper articles Too see a general stories the news post compared with others
YouTube videos Statistics
Textbooks Sociologist research
Periodicals -
Books -
Vimeo videos -
TED videos Social media and News search
Slide Share Sociologist research
Blogs Blogs research
Social Media Networking research on twitter and online dating
Phone interview, expert -
In-person interview public -
In-person interview expert -
Yahoo! Primary research
67.
68.
69. Hegemony
• Their are 3 types:
1. Cultural Hegemony: The Idea that the western culture (represented
through our films, TV shows, Fast food restaurants & Brands) is
overwhelming other countries cultures
2. Institution Hegemony: Is the way and strategy to consolidate existing
hegemonic structures by designing, maintain and reinforcing
international institutions
3. Strength Hegemony: Traditional hegemony, it emphasizes the
importance if force i.e. WWI & WWII
70. Hegemony & Democracy Through TV Ads
• Ads are a fast way of getting a message across to the view
• Its 2-3 minis
• Usually to show a product or type of life style
• Examples...
Apple - IPods Mc Donald's
•They advertise their brand and food
•They advertise products such as potable •They tend to use their own jingles or
mp3 player popular music to catch attention
•Through individuality, emphasised by •They show different kinds of people,
different colours of their iPods the identified my clothing, age, gender and
popular music for the backing track ethnicity to include everyone
•In buying the product it implies your •Doing this sends a message to the views
quality of listening to music will be more that everyone any age can buy into their
joyful and exciting (buying into a lifestyle) brand regardless of status
71. Hegemony & Democracy Through TV Ads
Apple - IPod Mc Donald's
• Hegemony was used to sell • Like Apple, Mc Donald’s sell
the audience a kind of lifestyle the audience a kind of lifestyle
• The ad is used to convince the • The ad uses a popular theme
viewer your musical (being food) to entice hungry
experience will be exciting
implying if you don't your not and lifestyle hungry viewers
current (popular) • Implying that if you buy into
• This form of control makes the their products you will have a
viewer believe they need joyous experience, which is
something they don't and more expensive then cooking
making them adapt and cheaper and better food in
unwanted kind of lifestyle your own home
72. Hegemony & Democracy Through TV Ads
• Millions of people a day watch TV
making it a marketing playground
• As a society we are lead to believe
we have democracy, free speech
• Ads form our interests through
desires for popularity and longing to
fit in
• By buying into the brands we
conform to hegemonic power as we
We have become slaves
lose sight of what we really want and to brands unknowingly
need
73. Hegemony Through TV shows
• Many if not all shows portray a kind of hegemonic ideology, playing on
stereotypes i.e. status and class, gender, face etc. Some other shows have
a fine line where democracy is present but have a hegemonic foundation
The Big Band Theory
•This show plays on stereotypes implying this is how all people with
these characteristics act in the same manor...
•Penny - ‘young female’ – ‘Blond’: Her character is a failed aspiring
actress who lacks on the academic knowledge but is socially popular
•Leonard - ‘Young male’- ‘Geeky scientist’: His character is a scientist
who does not have much if not any luck with girls
•Rajesh – ‘Young male’ – ‘Indian’: The only non Caucasian
character, also a scientist, who has wealthy parents and cannot talk
to women unless under the influence
74. Hegemony Through TV shows
Eastenders
•Also plays on stereotypes and always seems to focus on
the lower class and a small portion on the middle class
•Focuses on families and friendships in a rural area who
struggle with ends meat
•In some episodes focuses on topics such as ... Teen
pregnancy's, homosexuality, drugs
•The show covering these topics either reinforced out
actions towards them or allows viewers to analyse from a
different stand point (controlling us by forcing us to
address these topics through observation)
Downton Abby
•Historic period Drama that is all out status and class
reflecting out society today i.e.
•The servants: Represent the lower class and their struggle
to be acknowledged living in the shadows
•The young adults: Represent the middle class and their
trying to work to make something of themselves
•Owners/Elders: Represent the upper class the wealthy who
control everyone's income
75. Democracy Through TV shows
• Shows such as ‘The X Factor’ and ‘The Voice’ help the viewers excursive
their democratic rights
The X Factor I’m A Celebrity Get Me Out Of Here!
• For the pure entertainment to put
•Allows democracy through their voting celebrity's through disgusting challenges
system •The audience exercise their democracy
•Giving the public the choice to keep their to chose who does the challenges and
favourites how many times
•Allowing the audience to vote no longer •Allowing the audience to vote no longer
makes us passive makes us passive
76. Hegemony Through TV shows
The X Factor I’m A Celebrity Get Me Out Of Here!
•Where is becomes hegemonic is through
the beginning stages of the show
•Through the extensive audition process •Celebrity's are chosen for us to humiliate
you must go through 3 sets of pre judging •Producers predict who may be the most
before being judged but the celebrity popular and base the challenges on that
panel •We call in to vote when the celebs fate
•So what we chose is from what they has been partially decided
have already determined
•They pick for 80% for entertainment and
20% for talent
77. TV In The 50’s
• Women's places were believed to be in
the house
• During this period ads like this would be
targeted at them
• These sorts of ads would reinforce how
society believes women should live in
hand making them believe no
otherwise
78. Hegemony & Propaganda
• Hegemony is like propaganda
• The difference is one is done under
the radar and the other can be
visibly seen
• Propaganda has been used
constantly through generations
• It can be seen through WWI & WWII
• Dictators and world domination
hungry leaders have used this to
control and manipulate their people
• Men like, Hitler, Stalin, Gadhafi
79. Hegemony & Democracy Through TV shows
Hegemony Democracy
• Through shows, subliminal • We are able to vote for who
messages are sent to a mass we want and what we want
audience • We ultimately have a choice
• We are made to believe we to buy into a lifestyle its not
have democracy through forced upon us
voting shows except we are
just buying into a fix
82. Hegemony & Democracy Through Technological
Convergence
Franchise
• They are an example of hegemony at its finest
• They are a collaboration of different company's to make a
product / products
• It feeds the public a movie or product (or anything) and
branch out (to keep its fan base alive) giving them ...
Magazines Cartoon series
Movie, Product, Game...
Comics Accessories
Costumes Games
Sequels Toys
83. Hegemony & Democracy Through Technological
Convergence - Examples
Star Wars The Dark Knight
• The first film was ‘IV: A New Hope (1977)’ •This ‘Batman’ saga is a remake
•The budget was $11 million but gross was •The first film was ‘Batman Begins (2005)
$480 million •Originated from ‘DC Comics’
•After this gained a cult following •The budget was $150,000,000 and grossed
•After the 2nd film their franchise had $374,218,673
spread from, action figures to light sabres •With DC Comics die hard fans all they had to
go was gain new followers through
How its hegemonic.. marketing
•It becomes part of the generations
childhood holding good memories How its hegemonic..
•Companies know kids will want to mask •It already has a set fan base as it is a remake
themselves with items associated with the bring their childhood hero to the big screen
film •Audiences would have already gained an
• Us buying the goods keeps capitalism emotional lie through the comics
•Us buying the goods keeps capitalism
84. Hegemony & Democracy Through Technological
Convergence
The Dark Knight - Marketing
•They started with an official website
with mazes and question
•Next they took over ‘MySpace’ for a day
which allowed the public to advertise by
sending friends screen grabs
•The website would be updated regularly
with campaigns for ‘Harvey Dent’ and
smear campaigns for ‘The Joker’
•Finally they set but a treasure hunt to
find phones and get a call from ‘The
Joker’
85. Hegemony & Democracy Through Technological
Convergence
Star Wars
•They tend to now make their money from..
•Cartoon series
•Collectables
•Toys
•Video Games
•Watching the films on TV catching new and
old audience to buy once again into the
franchise
86. Hegemony & Democracy Through Technological
Convergence
Star Wars The Dark Knight
•Today their franchise is worth
$2,967,173,108
• Today their franchise is worth
$27,000,000,000
•Through feeding off of the comic book
franchise ‘DC Comics’ and their emotional
•Through playing on childhood memories to
attachments to the hero characters
fuel their income
•Comics are timeless which can always catch
•The public buy into the franchise to feed
new generations keeping their franchise
their inner child
moving
•With constant sequels they can catch new
•With constant sequels they can catch new
and old generations encouraging a never-
and old generations encouraging a never-
ending cycle
ending cycle
90. Democracy in Magazines
• Magazine focuses on real life stories of ordinary people
• Readers can submit their own real life story to be displayed in the
magazine
• Readers can participate in small competitions after completing tasks like
wordsearches
91. Democracy in Magazines
Polls, Competitions etc
• Readers can submit their details by post, telephone, online
• Winners are selected nationwide, everybody has equal chance of
winning
92. Democracy in Magazines
Elle Style Awards hosted by Elle Magazine
• Readers can vote online for each award
• After voting a lucky winner gets gift vouchers from the company sponsoring
the ceremony
• They also get tickets to attend the ceremony
94. Democracy in Magazines
Glamour Women Of The Year Awards
• A year event held by Glamour Magazine
• One award named ‘Readers Choice Award’ is chosen by readers
only
• Readers are given a selection of inspirational stories, from there
they must choose which philanthropist they want to vote for
• Glamour magazine features the Reader’s Choice Award winner on
the magazine
95. Democracy in Magazines
Seventeen Magazine:
Readers get a chance to test out beauty
products and give their verdict!
This gives readers a chance
for their opinion to be
heard for other people to
read
96. Hegemony in Magazines
Idea of the ‘perfect body’
• Fashion is thought of as a method of hegemonic domination putting forth a duty to
conform on the female population
• Magazine photographs provide unrealistic expectation of the ideal female appearance
which many cant meet
• Women respond to fashion resources in different ways..
97. Hegemony in Magazines
• Every page of Vogue magazine is authorised by senior representatives
• There are no reader related columns, product testing etc
• Readers have no input into what goes into the magazine
• There is no competition section just pages relating to design, fashion, lifestyle etc
98. Hegemony in Magazines
Elle Style Awards Voting Process..
• Readers are only allowed to vote for a selection of awards
• Elle magazine still have a lot of control as to who the award
winners are
• Readers are invited to vote for each award but their vote doesn’t
really count
99. Hegemony in Magazines
Hegemonic femininity and sexuality
• In male and female magazines there are
images shape our ideas of gender and
sexuality.
• Advertisements, articles, and every other
page in each magazine is gendered
100. Hegemony in Magazines
• Magazines show these female cultural ideals through images
• Socially assembling what a woman should look like
• All front cover models on women magazines like Elle and Cosmopolitan.
• Like the picture above, the woman has the perfect body structure and
appearance
• This is the problem because in reality all women do not look like this
• The “perfect woman” isn’t natural because our perception of what looks
beautiful is socially constructed through mass media
103. Audience Feedback
She Said… 20
• It appeals to her because she's very interesting in Female
media and feels strongly about democratic rights in
Working
media
Art, Film, Beauty,
Dance
• Interested in hearing how hegemonic the news
is, and why its still that way
• The revolution of Web 2.0 is almost blinding people
from how they control media and manipulate
audience
• Would be for people in 20s and 30s
• Should interview sociologists and people in the
government
• Worrying because some parts its hard to gain
evidence of it
104.
105. Purpose and Style
• What's the purpose of the documentary ?
• Is to Inform and educate the audience on hegemony
and if today’s democracy is just the puppet master
behind it
• Also if we are controlled, in what way and form
• And ultimately if we can control it and escape it?
106. Purpose and Style
• What would people learn about this topic from
your documentary?
• The audience will learn what hegemony and how it
lives undetected in our society and how it effects
our perception of reality
• The will discover its effects during history and its
forms through social media, films, TV and
magazines
• They will also learn what Algorithms are and if they
are really necessary
• The truth will be uncovered to if we are really free
107. Purpose and Style
• What style of documentary is it?
• There are 6 types of modes to Bill Nichol’s Theory
1. Poetic Mode: More towards subjectivism, leaves
things to be interpreted, for an artistic feel.
2. Expository Mode: Unlike poetic moves more for a
story telling stance, through informing in order to
persuade
3. Observation Mode: Simply just observing in order
to allow audiences to shape their own opinion on
the issue, people/person
4. Reflexive Mode:
5. Per formative Mode: Its participatory though
having a presenter or just having a person going
along
108. Purpose and Style
• What style of documentary is it?
• According to Bill Nichols theory our documentary is
Expository
• We believe It’s more informative as we are just trying to
feed our audience with information
• In the attempt for them to form their own opinions
about “Is the current media landscape democratic or
hegemonic”
109.
110. Audience
30’s
Secondary
Audience
Whole
Target audience
Audience is 20s to
40s years
20’s
111. Audience
Target Audience -
People in their 20’s because they are largely involved in participating in most forms
Age of media – also they are strongly concerned with having equal and fair rights
Due to modern society being quite patriarchal - I think women would be inclined to
Gender see if media is democratic and it is interpreted women are manipulated by media
Media is a huge part of working class leisure activities and pop culture so we think
Class they are going to be hugely interested to see whether it is democratic or hegemonic
British people because our research is based on their culture, their use of the media
Ethnicity mainly, though all ethnic groups throughout the UK as they’re all part of media
Secondary Audience -
People in their 30’s because have seen the evolution from Web 1.0 to knowledge
Age in Web 3.0. Also they would be largely involved in media more professionally
Women and Men because society has evolved from reinforcing those ideal forms
Gender of gender – however they would want to see if that is actually exercised in media
Middle class because they are the ones who work for media industries and have
Class great knowledge of the debates
British people because our research is based on their culture, their use of the media
Ethnicity mainly, though all ethnic groups throughout the UK as they’re all part of media
112. Audience
Our audience is MASS because…
• Everyone is somehow connected into media
• Generally people are conscious of their equal rights
• People would want to see if they are being
manipulated – or how far they have been
unconsciously manipulated
• It would relate to so many people
• Some things brought up, people throughout the UK
will be able to relate a story or relate how their
searches have been tailored – and noticed
113. Audience
It is important that people learn about this topic
because…
• It is essentially manipulating audience to thinking
they’re in control of what the see and search
• The audience should be aware they possibly don’t
have as much democracy throughout all media as
they though Web 2.0 would have
• People will be more wary of their democratic right in
media – or possibly realise they increased control
their do have since the web 2.0 revolution
• Their authenticity is being compromised and
reinforced to shape a different or more dominant
ideology
114. Audience
Our connect purpose to the audience is…
• The fact that social media is such a broad topic
that the interests of so many different people
can be compared and contrasted throughout.
• To enforce a debate
• Also because its becoming a huge important
part of society as it is somewhat controlling
our world being used public sectors such as
education emphasising the newly great
importance and need to be knowledgeable
within our topic.
115. Audience
The style of our documentary is…
• Informative because…
We present both sides of the debate in our topic, we
don’t necessarily enforce our personal bias views.
• Participatory because…
Our presenter will participate in interviews and
certain events taken place in our documentary to
make the documentary seem more natural and
comfortable
116.
117. Planning: Structure
Episode: Introduction: Beginning: Middle: End:
(First 2 Mins) (15 Mins) (15 Mins) (15 Mins)
• Presenter talking about the • This is to make audience aware - Statistics on the growing - Introduce algorithms and
whole documentary, the of the history of the web number of people logging how it has been brought
purpose - how social media beginning with web 1.0 -a onto social networking sites in as a new form in web
‘Social is controlling what detailed timeline like Facebook day by day. - Explain with animation
• Animation shows information
Media’ – information we receive, in
coming out of a computer but
- How this has increased over the use of a filter bubble
Facebook, YouTube, the years and why? - we will show a before
The Google, Twitter. none going in from the and after in Google
audiences
Hegemonic • Sociological theory of
- The different types of social searches
• Montage footage of people networking sites and which - Link it to social
Puppeteer interacting with different
‘upsurge’ in activism
ones are the most popular networking – going in
• Presenter highlights social
forms of media – people on and why they appeal so much depth with the way
networking – Facebook,
their iPads, iPhones, to such a mass audience. Facebook tailor your
Tumblr, Twitter, Social News,
Blackberry’s, Laptops etc. Online Dating – how the web newsfeed
has come to a revolution – - Reasons why social media and - Talking to the expert
• E.g. internet, phones, TV… more democracy social networking sites make behind the industry ask if
Including establishing shot • Leads to the Web 2.0 part of for the perfect tool used to they even know who
of internet cafes (high the animation where control certain ideologies or tailors our algorithms,
angles, low angles), a information comes in and out products within society. (Their who creates their ethics
bedroom (with tech), train • Showing how YouTube gaines popularity aids their ability to - Being in sociological
station (people on phones) users success and audience reach a wide range of people.) theories into ethnics –
with close up of Wi-Fi allow them to grow or fail– the extent of our
connecting. people gain great success - For example some marketers democracy
• Public interviews on how they use certain social networking - To lead into next episode
• Show case study of the boy feel about web 2.0 in Trafalgar sites or social media to go through why
who killed his mum square promote their products by algorithms promote a
mimicking the soap • Lastly web 3.0 with voiceover creating 'Pages' for people to hegemonic form of social
‘Coronation Street’, with presenter explaining it like on Facebook. networking – just
archival footage of news • Examples of Google search manipulates audiences
broadcast. tailoring searches - On most website pages a use in the sites
• Finish with expert interview
'share' or 'like' button will - Expert interview and
and example of the way web
appear. examples of what we see
3.0 is becoming omnipresent
and what we don’t see
118.
119. Channel and Time
What channel would it be put on and why?
Channel 4 because..
• most of their documentaries target 17-34 year
old females
• documentaries revolving media and technology
• their documentaries have peaked to up to 8
million viewers
eg. Cutting Edge received 7.4 million
120. Channel and Time
What time would it be on and why?
9pm because..
•audience have finished studying/work, children are
sleeping etc, so they are available to watch it
•there’s nothing explicit so the time doesn’t have to
be pushed further back
