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Media Studies A2 HEGAMONIC MODEL?! watch

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    I need help on the term hegemonic model..Ive researched it on the web but its seems really complicated and Im wondering if anyone could simplify it to me please?:confused:
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    Oo I forgot to add discourse theory as well sorry! Im soo baffed
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    anyone? =(
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    (Original post by xxmeowxx)
    anyone? =(
    We haven't really gone over it in Media but I know a little about it from Sociology.

    Hegemony was a term defined by Gramsci to explain how the bourgeois (the smaller, wealthy leaders of society) use the media to control the masses, by transmitting their set of values and ideology so that they become accepted by everyone. This helps secure their power basically, by making the bourgeois values the 'dominant values' in society. The rich and powerful generally have control over media output and use this to transmit their ideology and values. For example through the media the values such as private ownership/owning your own home are desirable, having a lot of disposable income, a woman's place is in the home. It basically means that the values and ideology of the ruling classes are transmitted through the mass media (which they control) in order for those values to be accepted by everyone.
    It also doesn't challenge the fact that not everybody does accept these values and that there are other representations sometimes presented. It's a Marxist theory and is perhaps a little simplistic in suggesting that the values are accepted by everyone because of the way they are transmitted.


    'Discourses', (again I know this from Sociology), is a term introduced by Foucault. He suggests that in society, the way we construct meanings, labels and identities is through the discourses we have. Basically, the discussion and communication of ideas in whatever form, as long as there is some sort of 'specialist' understanding or someone who knows the subject. Sorry, it's a bit hard to explain. It's basically that the ideas we have about things are formed from listening to or participating in these discourses (discussions or debates about ideas) in society and that there isn't just one view transmitted which everybody passively accepts (so it's a criticism of the hegemonic Marxism theory) but that we construct things at a more individual. Opinion leaders play a role in the ideas and values we accept from the media, the people who often lead the 'discourses', who are able to discuss and debate something or have knowledge on it which influences how the ideas are accepted.

    Sorry, that's a pretty poor explanation of the models but it might help you understand what they mean a little more generally.
 
 
 

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