Hegemony
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Antonio Gramsci developed the theory of hegemony to describe how dominant groups in society maintain their dominance through securing the consent of subordinate groups. This is achieved by constructing a political and ideological consensus that incorporates both dominant and subordinate groups. Gramsci argued that dominant groups, such as major film studios, dictate cultural trends and norms but that the rise of user-generated content on the internet may now challenge this hegemony by allowing content to spread organically outside the control of traditional gatekeepers.
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2) The theoretical process by which individuals can enact social change according to Marx/Engels, starting from local unions and developing into a national revolutionary movement.
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Love, RTA= Bring Good back into the world (media)Minorities in the media
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The document discusses how the media portrays minorities to make majority audiences feel more comfortable. It does this through several techniques:
1) By portraying minorities in stereotypical ways or in settings that play up to stereotypes from the perspective of the majority.
2) By depicting minorities as experiencing the same things as the majority, like The Cosby Show did by showing a black family living a similar middle-class lifestyle as white families.
3) By using minorities as "token" or minor secondary characters that play supporting roles to white primary characters. This allows the media to include diversity while still catering to white audiences.Mass Media and Society: Introduction to Research
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This document provides an introduction to research methods for studying mass media and its effects on society. It defines key concepts in social science research including variables, methodologies, theories, and the purposes of quantitative and qualitative research. Specifically, it outlines different research methods like content analysis, surveys, and interviews that can be used to describe phenomena, explain causes and effects, and explore issues around media influence without making illogical generalizations.Propaganda model (Revisited)
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The propaganda model proposed by Edward Herman and Noam Chomsky in 1988 describes how 5 filters shape media reporting: ownership, advertising, sourcing, flak, and anti-communist ideology. These filters skew coverage to favor government and corporate interests. For example, media ownership by large corporations prioritizes profit over objective reporting, while sourcing from official sources and think tanks limits the range of debate. Together these filters ensure the media serve as a propaganda system for the powerful.Noam chormsky
Noam chormskyHAITIAN QU
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Noam Chomsky is an American linguist, philosopher, and cognitive scientist who is also known for his activism around issues of social justice and foreign policy. He developed the propaganda model to explain how the mass media "manufactures consent" for economic and political goals through things like concentrated ownership of media outlets, reliance on advertising revenue, sourcing from official newsmakers, pressure from interest groups, and an anti-communist ideology. The model argues that these factors cause the media to primarily serve the interests and viewpoints of powerful sponsors and elites rather than average citizens. The document also discusses how the emergence of CNN in the late Cold War had a major impact, or "CNN effect," on foreign policy decisions by bringing more attentionRecently uploaded (20)
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Research Publication & Ethics contains a chapter on Intellectual Honesty and Research Integrity.
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How to create security group category in Odoo 17
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This slide will represent the creation of security group category in odoo 17. Security groups are essential for managing user access and permissions across different modules. Creating a security group category helps to organize related user groups and streamline permission settings within a specific module or functionality.Interim Guidelines for PMES-DM-17-2025-PPT.pptx
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This is the latest issuance on PMES as replacement of RPMS. Kindly message me to gain full access of the presentation. Administrative bodies( D and C Act, 1940
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Mastering Soft Tissue Therapy & Sports Taping
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Mastering Soft Tissue Therapy & Sports Taping: Pathway to Sports Medicine Excellence
This presentation was delivered in Colombo, Sri Lanka, at the Institute of Sports Medicine to an audience of sports physiotherapists, exercise scientists, athletic trainers, and healthcare professionals. Led by Kusal Goonewardena (PhD Candidate - Muscle Fatigue, APA Titled Sports & Exercise Physiotherapist) and Gayath Jayasinghe (Sports Scientist), the session provided comprehensive training on soft tissue assessment, treatment techniques, and essential sports taping methods.
Key topics covered:
Soft Tissue Therapy The science behind muscle, fascia, and joint assessment for optimal treatment outcomes.
Sports Taping Techniques Practical applications for injury prevention and rehabilitation, including ankle, knee, shoulder, thoracic, and cervical spine taping.
Sports Trainer Level 1 Course by Sports Medicine Australia A gateway to professional development, career opportunities, and working in Australia.
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AI and Academic Writing, Short Term Course in Academic Writing and Publicatio...
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Hegemony
- 2. The theory of HEGEMONY
- 3. "...Dominant groups in society... maintain their dominance by securing the 'spontaneous consent' of subordinate groups...through the negotiated construction of a political and ideological consensus which incorporates both dominant and dominated groups." (Strinati, 1995: 165)WHAT?
- 4. Think HollywoodMajor studios have become the dominant group in the industry.They produce films which the public enjoys, watches and pays for:Avatars current gross is 油$2,718,509,613They create the stars, the trends, the hype
- 5. Think about music, Art and culture in generalThey all have dominant groups who dictate the way in which things are done.They are hegemonicbutNOW
- 6. Think Web 2.0Are things like NumaNuma guy, Downfall, mashups, sweded movies and fan filmschallenging the hegemonybynot being made by a dominant group
- 7. being out of the dominant groups control
- 8. being hugely s顎界界艶壊壊韓顎鉛
- 9. being copied and redone over and over again?What is your conclusion?