1) Media plays an important role in shaping public opinion and the dominant elite class uses media institutions to exert control over society. 2) The concept of media hegemony refers to the dominance or control of one group over another through media. Western countries have historically used mass media to disseminate information that promotes their ideological dominance over other parts of the world. 3) After 9/11, American media heavily promoted the narrative that Muslims were responsible for the attacks and used films, cartoons, and news coverage to portray Muslims negatively and justify military actions in Iraq and Afghanistan.

1. Muhammad Sohail
Roll No 8725

2. MEDIA
It is the age of mass media,
now media is very important in
peoples life. In the present era
media’s influence on the
people and institution has
increased . The mass media
organization gain great power,
Power to create and change
public opinion

3. Hegemony drive from Greek world Hegeisthai
which translate “ to lead ”. Early leader who
were able to exert a great deal of control and
influence over a group of people might be
referred to as hegemons.

4. The concept of hegemony was first put forward by Antonio
Gramsci
Hegemony refer to the idea
“ Dominance or control of one group on another”
Control or dominating influence by one person or group,
especially by one political party or group over society or one
nation over others is called hegemony.

5. Media is in the hands of
dominant elite. The mass
media are controlled by the
ruling class in society. which
uses it as a toll for exerting
control over the rest of society
so that elite can be upper.

6.  Media is considered social institution in society
 Media try to develop/create a consent in society about ruling class in the
masses
 Media manufacture concept ( that support the dominance class ) in
group of people who work for society in different time and types.
 Important is that domination of elite through ideology rather than force

7. Golding says “ The class which has the means of material
production has control at the same time over the means of
mental production”.
Karl Marx
“ The class which has control on economic means of
production also control mental means of production”.
Jim Morrison
“Whoever controls the media controls the mind”.

9.  Finance is necessary for a media organization , There is a class who, use
money to control the power, and remain dominant in the society.
 Advancement in technology also a big reason because the countries which
have advancement in technology use it for dominance. (Nuclear bomb)
 The control of money thus equals a control of power.
 Because of the large investment in campaigns by wealthy individuals, those who
support better tax breaks for the rich have more money to spend on campaigns and
greater chances of winning.
 Because politicians depend upon continued monetary support from private wealthy
individuals to stay in office, they must vote for tax laws that favor the rich.

10.  Political elites control media by bringing media professionals into their sphere
 Reporters tend to cover topic and report those issues that are favorable to the
dominant ideology
 Across Society, there were many interest groups that people aligned them. Ruling
class managed to rule, by taking on the interests of enough of these groups, and
therefore gaining the consent of the majority.

11. MEDIA HEGEMONY AND WESTERN
MEDIA
West after the invention of Radio totally use it for their own
interest .West very rapidly made progress in the technologies
about mass media, because they spent large investment for
advancement of media. West through mass media disseminated
only those information to other world which cause dominance of
their ideas on the other. They use mass media for propaganda
against Muslim Countries to meet their goals.

12.  Create the hegemony of American army ,shows American are fighting for freedom of
people , American are doing best, fighting against the evils
 Important is that people from all over the world supporting this that American doing
best
 The War you don’t see, john Pilger
 Americans army fight for democracy and for human right instead of dead bodies
 welcoming the army and portray the people that they are the winners, showing people
meeting with army
 ABC Welcome home America
 HBO Welcome Home Heroes

13. MEDIA HEGEMONY AND USA
In the past, Americans were trying to direct the world that masses didn’t have
any right in Iraq and Afghanistan. They don’t have the right of freedom of
expression. Through mass media they propagate the perception that women of
these countries have no right to participate in the election, to do business, get
out from their houses, and to get education. So, to spread their ideas in the
entire world, they use mass media to shape the opinion about these country.
After 9/11, they also used their media especially electronic media to tell the
world that Muslims did that particular.

14. THE WORLD WILL NEVER BE THE SAME
In the newspaper of 12th September, a famous newspaper of USA,
published that “ the world will never be the same”. They were
successful to achieve their goals, and proved it that Muslims were
the accused of 9/11 incident. They made many films on 9/11
incident and argue that no body can do except Muslims. They
made cartoon films in which they presented Muslims as terrorist.
They also produced many films in which they presented Muslims
as cruel.