- Name : Dodiya Mehul Maheshbhai
- Roll No : 23
- Enrollment No: 206910840120011
- Class : M.A. Sem 2
- Paper Name : Culture Studies
- Question : ‘Media culture mostly support the hegemony of specific power group’ Explain
- Words : 1598
- Percentage :
- Year : 2017/19
- Submitted to : Smt. S. B. Gardi Department of English, Maharaja Krishnakumarsinhji Bhavnagar University
Question: ‘Media culture mostly support the hegemony of specific power group’ Explain
In the culture studies, media culture refers to the current Western Capitalist society that emerged and developed from 20th century. it is linked with communication and community. Communication is about the respresentation, language and discourse. We can say that language and representation is the central to the production, consumption and mediation of the cultural product. There were important to looked the stucture and technologies through representations. In cultural intermediaries we have seen how marketing and advertisement generate a design for culture and material objects and are thus central to the production concumption patterns of culture. Advertising, marketing and critique are all features associated with media. Media are technologies of communication and threre of meaning production and meaning dissemination. Like our call conversation. It can be a medium of mass commuication, like our film, movie. Film are often referred to as mass media or mass communication.
- What is Mass media ?
Mass communication is the study of how people exchange information through mass media to lage segment of the population at the same time. In other words, mass communication is refer to the imparting and exchanging of information on large scale to a wide range of people. It usually understood to related to newspaper, magazine and book, television and movie. Mass media like film affect and influence a large number of people, and are therefore integral to culture. Mass media constitute a public space. They oftenly generat the debates influence opinion and create markets. They most of controlled by state, like doordarshan and star tv. Accoding to K. Turner,
“Popular culture and the mass media have a symbiotic relationship; each depends on the other in an intimate collaboration.”
The news media mines the work of scientists and scholars and conveys it to the general public often emphasizing elements that have inherent appeal or the power to amaze. Study media culture is not only to focus on the symbolic values and it is production of desire is central aspects of any media but also paying attention. Cultural studies of the media begin with the assumption that media culture and here we speak of wide range of media from print to the internet is political and ideological. Media culture reproduces existing social values, oppressions and inequalities, for examples.. T,V serial of film return us to the glorified perfect family, they gloss over the gender inequalities twashat exist within the patriarchal family structure,
- What is Hegemony Power?
Hegemony comes to English from the Greek word hegemonia which means exposition or explanation. The term was first used in English in the mid 16th century in reference to the control once wielded by the ancient Greek statesl and it was reapplied in later centuries as other nations subsequently rose to power. By the 20th century, it had acquired a second sense referring to the social or cultural influence wielded by a dominant member over other of its kind, sach as the domination withinan an industry by a business conglomerate over smaller businesses. Hegemony is the political, economical or military predominance or control of one state over other. Hegemony came to denote the ‘social or cultural predominance by one group within a society or milieu’. According to Wikipedia that, ‘in international relations theor, hegemony denotes a situation of 1) great material asymmetry in favour of one state, who has 2) enough military power to systematically defeat any power to systematically defeat any potential contester in the system, 3) Controls the access to raw materials, natural resources, capital and markets 4) has competitive advantages in the production of value added goods. 5) generates an accepted ideology reflecting this status quo; and 6) is functionally differentiated from other states in the system being expected to provide certain public goods such as security or commercial and financial stability. The Marxist theory of cultural hegemony, associsted particularly with Antonic Gramsci, is value system and mores of a society, so that their view becames the words, ‘Gramsci normally uses the word hegemony to mean the ways in which a governing power wins consent to its rule from those it subjugates.’ Hegemony is the social, cultural, ideological or economic influence exerted by dominant group.
Media culture clearly reflects the multiple sides of contemporary debates and problems. It is for this reason that any reading of the media must always be a political reading, for examples, recently one dabates increase that ‘Ram Mandir or Babari masjid’ that time all the news channel set a program about this topic on hour and hour. They invites many guest on them program. Ram mandir and Babri Masjid dispute: Asaduddin Owaisi and Subramanian Swamy debate the issue. The disputing parties find a matually acceptable solution to this decade lonf dispute and the mojor political leaders and other reacting consciousness. Center stage of national consciousness. Among them were BJP leader Subramanian Swami and AIMIM chief Asaduddin Owasi. There we find that the current topic became more political as well as the Social issue. That we find that media like social media like Facebook, Twitter, Whats app. And T.V chennal and News chenal support hegemony of specific power. i would like to give more examples that, recently the Dalit Samaj or Patidar samaj became more increase that time media also became more signification way to representation them issue and media also supported to power. media culture helps reinforce the hegemony and power specific political, cultural and economic group. The representations in the media are,
- Suggestive
- Provocative
This means they suggest ideologies that the audience, if not alert iimbibes. Media culture doesnot need to declare its position or ideology openly: it only needs suggest. Showing a film star guzzling coke in a film or using particular brands of clothinf not necessarily a marketing strategy for the product. But what it does is to suggest that stars wear certain kind of the product. We can see our advertisement there were represent the product we is worthless. I would like to gives one example on Colgate toothpaste. First of all we used neem stick for washing or teeth. After the advertisement we started to use colgate. And now aday they advertisement on colgate and say through actresses that ‘Kya aapke toothpaste me Neem or Namak Hai?’ that means they everytime suggest us that this is good and that is bad. It means actresses decided our daily using what we should to use or what is not. Media culture is Provocative because it sometime asks us to rethink what we know or reinforce what we believe in. thus the portrayal of Pakistan as a ‘terrorist state’ in hindi movies reinforce the political and social images of Pakistan by raising our anger levels at the injustices of Pakistan’s army. For examples bollywood movie like Border, Maa tuje Slam, Tengucheli etc we find that they increase our anger feeling for Pakistan. Recently before the Sarjikal Stike, Grandmaster Shifuji Shaurya Bhardwaj dissemination video on Pakistan. He speaked amusing word for Pakistan for the medium of media. Cultural Studies of popular media cultural seeks to bring to the surface the ideology and political ideas hidden in mass media entertainment, in the belief that media culture transmits ideologies that reinforce oppressive structure of class, gender sexuality and race through popular representations.
Media is no doubt a powerful tool that affects not only individuals but other institutions including society and culture, Media are the insititution that ‘not only reflected and sustained the consensus’ but ‘help produce consensus and manufactured consent’, acting as an important tool to establish hegemomy, hall analysis the media through a hegemonic framework, he starts by saying that public trust media because ideologically they projects independence and impartiality from the political or economic interests of the state. However media existing within a state are obliged to follow the ‘formal protocols of broadcasting’ and depend on the form of state and political system which licenses them. Hence the question of their operation being state driven is very likely. Hall mention media as being an ‘ideological state apparatus’ used to mediate social conflicts. The concluding that news or information selection in mass media might not necessarily be influence by hegemony ideology and that journalists are not always socialized to dominant ideology.
Conclusion
Though the concept of hegemony has its own limitations it has proved worthwhile in understanding the media organization and the information they impart against a broader background which helps create a mass culture that in turn influences attitude and behavior in the society. It has equally contributed to an understanding of the relationship between media and power by using the hegemony concept and analyzing how the media industry functions we were able to understand the role that the media playing inn mass culturea and how this role reinforce hegemony. An important institutional such as the media that plays a vital role in the society if, in itself is influenced by hegemony the role that it might play in the society is unquestionably influence by hegemony ideology.