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’