Hegemony & Power

Gramsci
1. ruling by consent
  1. capitalist and dominant classes rule over subordinate and working classes
  2. intellectual and moral influence
The Media
1. TV injects messages to capitalist casses
  1. 'drugging' audience
  2. messages have encoded meanings
    1. if message is received and decoded (Cashmore 1994)
      1. preferred reading - audience agrees with ideology
      2. negotiated reading - audience accepts ideology but doesn't necessarily agree with it
      3. oppositional reading - audience rejects ideology
  3. media messages advantage certain groups
    1. create collective identities
      1. "he who seeks to manipulate public opinion must always heed it" - Bernays (1928)
2. technological media available to more people
3. constructing and circulating discourses to attain consent
  1. intellectual, moral leadership
4. media embodies production & dissemination of media messages
  1. Chandler (2012)
5. reflects & constructs reality
  1. reinforces existing powers in our society
6. politicians are performing media personalities
  1. Louw 2010
Common sense - take fro granted, not open to questrion
1. natural, self-evident truth
  1. Van der Pijl (1998)
2. common sense: valid knowledg
Propaganda
1. Freud - psychoanalysis
  1. conscious/subconscious
  2. unconscious feelings repressed
2. Weston
  1. unpleasant information activates part of brain associated with negative emotions
    1. brain tries to rationalize conlict to emotionally satisfactory conclusion
Social Representation Theory
1. when threatened/trying to understand, we take cues from media and social environment
2. "the mass media plays a critical role in feeling the dialogue between people which establish their social representation" - Joffe (1999)
3. social representation
  1. "systems of values, ideas, and practices adopted by members of a particular society"
    1. terms in which social events are explained
The 'Other'
1. we manage risk by attributing responsibility to Other
  1. group emerges from:
    1. identification with group ideal
    2. external enemies
2. what we are not
3. Orientalism
  1. enlightenment
    1. decline of superstition, irrationality, religion
    2. rise of: science, reason, rationality, technology development
    3. it united Europe
      1. Other = Orient
        orientals, as West understood them, were social construct
works by dominant ideology
1. "cement in social foundation " - (Hall 1977)
Human culture is MATERIALISED in PRODUCTION, EMBODIED in SOCIAL ORGANISATION, ADVANCED through DEVELOPMENT of PRACTICAL, THEORETICaL technique, PRESERVED in and TRANSMITTED through LANGUAGE
1. Hall

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