The Concept of Hegemony in Media Advertisement

The Concept of Hegemony in Media Advertisement  Essay example
Journalism & Communication
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Concept of Hegemony in media advertisement Introduction  The term hegemony refers to dominance, which is indirect in form. It may be visible in instances where a state leader (hegemon) may impose differently implied forms of power, instead of decreeing direct army force (Hassig, 1994, 23-24). In ancient Greek civilisation, hegemony referred to the dominance of one city-state over another city-state, using political and military dominance.


Presently, we find that advertising and mass communications has started asserting immense dominance (hegemony) over the consumer section and on institutional facets of modern capitalist societies (Fox and Lears, 1983). Various researches conducted on the role of advertisements starting from around the 1970s, have showed that mass communications plays a strong role in manipulating and persuading consumers, without any apparent or visible force. Discussion James Fallows in one of his paper notes that in capitalist societies, like US, the chief objective of the economy is to increase the rate of individual consumption, and in the process elevate the overall living standards. He claims, "Economic development means more. If people have more choice, more leisure, more wealth, more opportunity to pursue happiness, society as a whole will be a success” (Fallows, 1993, 77). Based on this outlook, the advertisements in such societies are created aimed at attracting more consumers into buying their products, while simultaneously persuading their existent consumers to upgrade and buy more expensive products, something which is often referred to as the ‘consumer culture’(Goonasekera, l987). ...
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