gramsci revisited: media hegemony in the age of gangnam style
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by Dr. Rey RosalesTRANSCRIPT
Gramsci revisited: Media hegemony in
the age of Gangnam Style
Antonio Gramsci -
1891-1937
Prison Notebooks
Italian intellectual
Hegemony
Work published after WW2
Translated to English ‘71
Hegemony - concept
Civil society
Culture
Hegemony - concept
Leadership – fundamental group
Hegemony - concept
Consent – ‘common sense’
Dynamic – alignments and re-alignments
Media hegemony – in the past
Corporate media power
Media ownership in hands of few
Capitalist – status quo
Western values
Negative coverage of ‘Third World’
Media Hegemony in Age of Gangnam Style
New entry points to power and influence
Globalized and highly connected From viral videos, blogs,
social media – everyone is a publisher
Media hegemony – today
Counter-hegemonic media and points of view
Media – powerful hegemonic domain (an independent variable)
Media hegemony– todayBigger space – same sandbox
Media hegemony - today
Allowing dissent in society
Location: Public sphere
A million little hegemons
Search for a new model
Interplay between individual, media and society
Google - ‘prison notebook’