Altheide explains media hegemony as a dominant way of life and thought, and how that dominant way of life is taken up in the dimensions of social life through the influence of the dominant group. Mass media will…
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tend to bend towards a certain way of life, how journalists contribute to socialization, and how journalist cover negative content especially in the third world countries. The author explains that these beliefs are not true and that the media does not necessarily propagate the ideologies of the dominant group. The concept of hegemony is based on the works of Marxist’s view of economic foundations, which he argues that they will shape the way of life of people and in the same effect be the ruling or dominant class (Altheide, 477). The author states that “an economically and ideologically biased consciousness perpetuates itself through hegemony and all of society is dominated by the false logic and consciousness.” This means that media has the effect of determining the behavior of people, since what people see in the media will determine their approach to life in the same way that the economy will determine people’s perspectives. Culture will be determined by the ruling entities since they will make people follow their way of life, and their ideologies will be dictated by hegemony, which will make people act in a certain way.
Media can influence the ideologies of people, but reporters are trained to carry out their work professionally. Research shows that mass media is an independent body, which although can have hegemony, people should change their perspective of the role it has on the society.
Media has a crucial role to play in creating social identity since it will have decisive part to participate in advancing some social belief among a population. Today, with the advancement of technology and use of various media for communication and passing of messages, people are communicating easily and over long distances. This research is important in determining the role of the media in dictating the ideologies and approaches to life for people.
Since human beings will want to fit in the dominant group, they will copy the ways of life of the dominant group and
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