Hegemony In Mass Media

1452 Words 6 Pages
Hegemony is apparent in today 's society through the large mass media corporations. As stated by Social Scientist James Lull, "Hegemony is the power or dominance that one group holds over the other." In this sense, media is holding power over the viewers who watch certain programs. The corporations are able to influence ones thought process to attain power over the audience. A varying definition of hegemony given by author Craig Lloyd, "Hegemony is the the indirect implementation of ideas from a higher power to control subordinates to control their thoughts." Mass media corporations use their higher status to subtly influence societies thoughts. They must do this in a particular manner so it is not recognizable that they are influencing societies …show more content…
This is one of the subtle ways media outlets utilize their dominance maintaining techniques. Medias social influence is not discussed or criticized as it should be (Lull). This is due to the amount in which society is engulfed in social media. Almost every page on the Internet has some sort of advertising or media outlet that is attempting to persuade the reader. Especially on the social networking cites such as Facebook and Twitter. These social networking cites have a surplus of false or modified information. This could be a direct correlation to the few media outlet corporations that dominate the media industry. As quoted by author David Croteau in his book "Media Society", "The worlds largest cable company is also the largest internet provider". This monopoly of the main ways people acquire information can be dangerous because of the multiple ways the corporation can deliver modified information. Freedom of press may be a right, but if there is one corporation controlling multiple sources, information is bound to be skewed. In 2000, only five firms dominated the media industry(Croteau). These five firms owned hundreds of different media outlets. That is only five different views that were portrayed to millions of viewers. Think of all the different media outlets there are. Know that less than 10 are giving the population information on news stories, …show more content…
Different media corporations will be selective in the messages they send to viewers to maintain dominance. News stories that do not support views of the info outlet will be skipped(Lloyd). This relates back to how hegemony relates to the media. Since it is difficult to maintain the dominance that news media outlets want, they must be selective in the information they present. By doing this, they can repeatedly inform the public on different stories that all support the same idea. Fox News is notorious for altering or stretching stories to fit their views(Lull). Some outlets are well known for the amount in which they alter information. Somehow, people still listen to these because of the association in which they have had with the source in the past such as Fox News. That is the simple conclusion that has been drawn to why people associate with sources that they know are false. Another could be because they like the messages they are hearing even if it may be outrageously false or skewed. People tend to enjoy hearing confirmation on their beliefs, so hearing things like this strengthens their belief that the outrageous idea they have is correct. The political field is largely susceptible to media skewing(Lull). This is extremely apparent during election years when certain outlets promote or endorse a political party. If a

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