The Globalization Of Corporate Media Hegemony

Shows how dominant commercial media practices secure a hold among and affect diverse national cultures.

Popular usage equates hegemony with dominance–a meaning far from Antonio Gramsci′s original concept where hegemony appears as a contested culture that meets the minimum needs of the majority while serving the interests of the dominant class. This text is the first to present cultural hegemony in its original form–as a process of consent, resistance, and coercion. Hegemony is illustrated with examples from American history and contemporary culture, including practices that represent race, gender, and class in everyday life. U.S. cultural hegemony depends in part on how well media, government, and other dominant institutions popularize beliefs and organize practices that promote individualism and consumerism. Corporate dominance and market values reign only through the consent of the majority, which, for the time being - finds material, political, and cultural benefit from existing social relations. As deep social contradictions undermine brittle hegemonic relations, the subordinate majority - including blacks, women, and workers will seek a new cultural hegemony that overcomes race, gender, and class inequality.

In The Media Globe, a diverse group of scholars follows emerging patterns in media beyond the United States, identifying the issues and the potential impacts on democratic communication. The authors assess the current tensions between global media practices and cultural norms, further considering alternatives in global communication that could better integrate with these norms and practices. Given the rapid global consolidation of media and the reform of its regulatory agencies, this reassessment is a timely read.

Essay from the year 2008 in the subject Communications - Media and Politics, Politic Communications, grade: Distinction, Macquarie University, course: ICOM 816 Communication & Political Economy, language: English, abstract: This paper will briefly trace recent developments in the media industry, before examining the role of the state and neo-liberal ideology in shaping the global communication system. After analysing the effects of media concentration, special focus will be put on the concept of commodification in the media industry and the notion of cultural hegemony and dependency of media. Thereby, it will be argued that elitist corporate interests shape the news content in order to guarantee a profit friendly political environment.

In the presence of globalization, the whole world is depending on the media to acquire news and information. The media also plays a central role in the field of politics, and therefore, it is worth understanding how media participates in imposing its hegemony on the population, and how it is affecting global politics. This paper examines three main theories in the field of media and politics to understand how American film media is manufacturing consent for U.S. foreign policy. The thesis uses the propaganda model, inverted totalitarianism theory, and encoding/decoding model to explain selected Hollywood films. In addition, the thesis includes a comparative analysis between the hegemonic film media and anti-hegemonic film media based on the Gramscian concept of cultural hegemony. All three theories discussed in the thesis support the same conclusion albeit in different ways: the American media plays a key role in promoting propaganda and in maintaining American hegemony.

Analyzes twentieth-century media and cultural theories as they relate to changes in political economy, communication technology, popular culture and collective consciousness in the United States. It argues that much of contemporary media environment is operating as Western capitalist media have for more than a century, making these theories more relevant than ever.

Balancing provocative criticism with clear explanations ofcomplex ideas, this student-friendly introduction investigates thecrucial role global entertainment media has played in the emergenceof transitional capitalism. Examines the influence of global entertainment media on theemergence of transnational capitalism, providing a framework forexplaining and understanding world culture as part of changingclass relations and media practices Uses action adventure movies to demonstrate the complexrelationship between international media political economy,entertainment content, global culture, and cultural hegemony Draws on examples of public and community media in Venezuelaand Latin America to illustrate the relations between governmentpolicies, media structures, public access to media, and mediacontent Engagingly written with crisp and controversial commentary toboth inform and entertain readers Includes student-friendly features such as fully-integratedcall out boxes with definitions of terms and concepts, and listsand summaries of transnational entertainment media

This text is the first to present cultural hegemony in its original form - as a process of consent, resistance, and coercion. Hegemony is illustrated with examples from American history and contemporary culture, including practices that represent race, gender, and class in everyday life.