Media Hegemony in Advertising Strategies

Paper Summary:

This present research examines the hypothesis that advertising in all forms of media is nothing other than media hegemony. The writer discusses that the concept of hegemony is employed as a device to gain a position of dominance over viewers and this position of dominance is manipulated at various levels beyond mere commercial activity.

From the Paper:

"Hegemony is the domination of one group or entity by that of another group or entity; it consists of the polarization of at opposite ends a given spectrum between domination and subjugation with little in between. While hegemony or alternatively, hegemonism, is most often conceived as blatant or superficially apparent but in reality, hegemonism of the cultural variety is occurring daily in the popular media most often facilitated through advertising and the advertisers who both design and produce advertising."

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