The theory, derived from Gramscian Marxism, that an elite controls the mass media, and that the media promote the dominant ideology. See also consciousness industry; hegemony; manufacture of consent. The audience is not necessarily compliant (see dominant reading; negotiated reading; oppositional reading). ‘Corporate media hegemony’ refers to the global dominance and influence of powerful commercial mass media organizations and a transnational elite. ‘Western media hegemony’ refers to a perception that global news media are dominated by Eurocentric values and perspectives (see also media imperialism). Critics argue that ritualistic use of the concept reflects reification and determinism and underestimates the contestation highlighted by Gramsci.
Subjects: Media Studies.