Media hegemony is referred to the moral, philosophical, and political leadership of a social group in a film or TV series, which encourages people not to be gained by force but by an active consent of the power status structure in media, by other social groups. Media hegemony tools are words, images, rituals, and practices rather than weapons, courts, and prisons. The media is consistently dominated by middle class white males and they are seen as superior in the media industry. These are often white, male, Western people like Leonardo DiCaprio. For example, I looked at how Western journalists report on the film industry and found out that almost every actor that is taking the media industry by storm are middle class white men. Other groups are less often represented as powerful / significant: such as the working class, women, the LGBT community and disabled people. for instance, In Ken Loach's films " I' Daniel Black" and "Sorry we missed you", the messages are subtle yet effective, however they involve people of working class, disabled people and women. This breaks the hegemony of Hollywood films but these types of films present what is normal in life and how the Hollywood films highlight white male superiority. This shows the media 'manufacturing consent'. The images below shows how in the Oscars, in 2019, there was a male dominated cast of 'Green Book' that one best best picture.
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| As shown in the image a very famous female actress from the film is not holding an Oscar but the men are. |
The behaviourist models analyse the effects of the media by how audiences interpret/understand a media text. The 'Magic Bullet' theory is and idea that the media fires information and messages to our brains, this therefore making us passive consumers to the media and that we believe hat we are told by them. in some cases this is true but not for everyone. Similar to the 'Magic Bullet' theory, the 'Hypodermic needle' theory is when the media inject the messages into our bloodstream. Both these theories are behaviourist theories, that show most audiences as passive and that media has a direct impact on everyone's behaviour.
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| The 'Hypodermic needle' model |
The 'uses and gratification' model shows the newer theories about active consumers. An active audiences means that this type of audiences prefers to interact with the media text to create a deeper meaning, rather than passive audiences who accept the messages shown in the media text. The articles discusses how audiences have control over the media they consume.
According to Blumber and Katz audiences use media to gratify their needs, which means they uses media give them selves a purpose or an understand on different aspects (mainly in life). These needs are diversion (escaping from everyday life problems), personal relationships (uses media for emotional or other interactions), personality identity (reflecting yourselves in media and to create a sense on purpose) and Surveillance (observing and then using media to help with lifestyle/ choices).
Excellent work so far showing sound understanding and good choice of images that offer clear evidence of your research. Please complete when you have time (no school on Friday because of VE day) in your own time. What you have done particularly well is offer evidence of articulate reflection ("For example, I looked at how Western journalists report on the film industry ..." and "The images below shows how in the Oscars, in 2019, there was a male dominated cast of 'Green Book' that one best best picture".
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