3. Hegemony
• Their are 3 types:
1. Cultural Hegemony: The Idea that the western culture (represented
through our films, TV shows, Fast food restaurants & Brands) is
overwhelming other countries cultures
2. Institution Hegemony: Is the way and strategy to consolidate existing
hegemonic structures by designing, maintain and reinforcing
international institutions
3. Strength Hegemony: Traditional hegemony, it emphasizes the
importance if force i.e. WWI & WWII

4. Hegemony & Democracy Through TV Ads
• Ads are a fast way of getting a message across to the view
• Its 2-3 minis
• Usually to show a product or type of life style
• Examples...
Apple - IPods Mc Donald's
•They advertise their brand and food
•They advertise products such as potable •They tend to use their own jingles or
mp3 player popular music to catch attention
•Through individuality, emphasised by •They show different kinds of people,
different colours of their iPods the identified my clothing, age, gender and
popular music for the backing track ethnicity to include everyone
•In buying the product it implies your •Doing this sends a message to the views
quality of listening to music will be more that everyone any age can buy into their
joyful and exciting (buying into a lifestyle) brand regardless of status

5. Hegemony & Democracy Through TV Ads
Apple - IPod Mc Donald's
• Hegemony was used to sell • Like Apple, Mc Donald’s sell
the audience a kind of lifestyle the audience a kind of lifestyle
• The ad is used to convince the • The ad uses a popular theme
viewer your musical (being food) to entice hungry
experience will be exciting
implying if you don't your not and lifestyle hungry viewers
current (popular) • Implying that if you buy into
• This form of control makes the their products you will have a
viewer believe they need joyous experience, which is
something they don't and more expensive then cooking
making them adapt and cheaper and better food in
unwanted kind of lifestyle your own home

6. Hegemony & Democracy Through TV Ads
• Millions of people a day watch TV
making it a marketing playground
• As a society we are lead to believe
we have democracy, free speech
• Ads form our interests through
desires for popularity and longing to
fit in
• By buying into the brands we
conform to hegemonic power as we
We have become slaves
lose sight of what we really want and to brands unknowingly
need

7. Hegemony Through TV shows
• Many if not all shows portray a kind of hegemonic ideology, playing on
stereotypes i.e. status and class, gender, face etc. Some other shows have
a fine line where democracy is present but have a hegemonic foundation
The Big Band Theory
•This show plays on stereotypes implying this is how all people with
these characteristics act in the same manor...
•Penny - ‘young female’ – ‘Blond’: Her character is a failed aspiring
actress who lacks on the academic knowledge but is socially popular
•Leonard - ‘Young male’- ‘Geeky scientist’: His character is a scientist
who does not have much if not any luck with girls
•Rajesh – ‘Young male’ – ‘Indian’: The only non Caucasian
character, also a scientist, who has wealthy parents and cannot talk
to women unless under the influence

8. Hegemony Through TV shows
Eastenders
•Also plays on stereotypes and always seems to focus on
the lower class and a small portion on the middle class
•Focuses on families and friendships in a rural area who
struggle with ends meat
•In some episodes focuses on topics such as ... Teen
pregnancy's, homosexuality, drugs
•The show covering these topics either reinforced out
actions towards them or allows viewers to analyse from a
different stand point (controlling us by forcing us to
address these topics through observation)
Downton Abby
•Historic period Drama that is all out status and class
reflecting out society today i.e.
•The servants: Represent the lower class and their struggle
to be acknowledged living in the shadows
•The young adults: Represent the middle class and their
trying to work to make something of themselves
•Owners/Elders: Represent the upper class the wealthy who
control everyone's income

9. Democracy Through TV shows
• Shows such as ‘The X Factor’ and ‘The Voice’ help the viewers excursive
their democratic rights
The X Factor I’m A Celebrity Get Me Out Of Here!
• For the pure entertainment to put
•Allows democracy through their voting celebrity's through disgusting challenges
system •The audience exercise their democracy
•Giving the public the choice to keep their to chose who does the challenges and
favourites how many times
•Allowing the audience to vote no longer •Allowing the audience to vote no longer
makes us passive makes us passive

10. Hegemony Through TV shows
The X Factor I’m A Celebrity Get Me Out Of Here!
•Where is becomes hegemonic is through
the beginning stages of the show
•Through the extensive audition process •Celebrity's are chosen for us to humiliate
you must go through 3 sets of pre judging •Producers predict who may be the most
before being judged but the celebrity popular and base the challenges on that
panel •We call in to vote when the celebs fate
•So what we chose is from what they has been partially decided
have already determined
•They pick for 80% for entertainment and
20% for talent

11. TV In The 50’s
• Women's places were believed to be in
the house
• During this period ads like this would be
targeted at them
• These sorts of ads would reinforce how
society believes women should live in
hand making them believe no
otherwise

12. Hegemony & Propaganda
• Hegemony is like propaganda
• The difference is one is done under
the radar and the other can be
visibly seen
• Propaganda has been used
constantly through generations
• It can be seen through WWI & WWII
• Dictators and world domination
hungry leaders have used this to
control and manipulate their people
• Men like, Hitler, Stalin, Gadhafi

13. Hegemony & Democracy Through TV shows
Hegemony Democracy
• Through shows, subliminal • We are able to vote for who
messages are sent to a mass we want and what we want
audience • We ultimately have a choice
• We are made to believe we to buy into a lifestyle its not
have democracy through forced upon us
voting shows except we are
just buying into a fix

14. Hegemony & Democracy Through
Technological Convergence
(Franchise)

16. Hegemony & Democracy Through Technological
Convergence
Franchise
• They are an example of hegemony at its finest
• They are a collaboration of different company's to make a
product / products
• It feeds the public a movie or product (or anything) and
branch out (to keep its fan base alive) giving them ...
Magazines Cartoon series
Movie, Product, Game...
Comics Accessories
Costumes Games
Sequels Toys

17. Hegemony & Democracy Through Technological
Convergence - Examples
Star Wars The Dark Knight
• The first film was ‘IV: A New Hope (1977)’ •This ‘Batman’ saga is a remake
•The budget was $11 million but gross was •The first film was ‘Batman Begins (2005)
$480 million •Originated from ‘DC Comics’
•After this gained a cult following •The budget was $150,000,000 and grossed
•After the 2nd film their franchise had $374,218,673
spread from, action figures to light sabres •With DC Comics die hard fans all they had to
go was gain new followers through
How its hegemonic.. marketing
•It becomes part of the generations
childhood holding good memories How its hegemonic..
•Companies know kids will want to mask •It already has a set fan base as it is a remake
themselves with items associated with the bring their childhood hero to the big screen
film •Audiences would have already gained an
• Us buying the goods keeps capitalism emotional lie through the comics
•Us buying the goods keeps capitalism

18. Hegemony & Democracy Through Technological
Convergence
The Dark Knight - Marketing
•They started with an official website
with mazes and question
•Next they took over ‘MySpace’ for a day
which allowed the public to advertise by
sending friends screen grabs
•The website would be updated regularly
with campaigns for ‘Harvey Dent’ and
smear campaigns for ‘The Joker’
•Finally they set but a treasure hunt to
find phones and get a call from ‘The
Joker’

19. Hegemony & Democracy Through Technological
Convergence
Star Wars
•They tend to now make their money from..
•Cartoon series
•Collectables
•Toys
•Video Games
•Watching the films on TV catching new and
old audience to buy once again into the
franchise

20. Hegemony & Democracy Through Technological
Convergence
Star Wars The Dark Knight
•Today their franchise is worth
$2,967,173,108
• Today their franchise is worth
$27,000,000,000
•Through feeding off of the comic book
franchise ‘DC Comics’ and their emotional
•Through playing on childhood memories to
attachments to the hero characters
fuel their income
•Comics are timeless which can always catch
•The public buy into the franchise to feed
new generations keeping their franchise
their inner child
moving
•With constant sequels they can catch new
•With constant sequels they can catch new
and old generations encouraging a never-
and old generations encouraging a never-
ending cycle
ending cycle

23. Magazines

24. Democracy in Magazines
• Magazine focuses on real life stories of ordinary people
• Readers can submit their own real life story to be displayed in the
magazine
• Readers can participate in small competitions after completing tasks like
wordsearches

25. Democracy in Magazines
Polls, Competitions etc
• Readers can submit their details by post, telephone, online
• Winners are selected nationwide, everybody has equal chance of
winning

26. Democracy in Magazines
Elle Style Awards hosted by Elle Magazine
• Readers can vote online for each award
• After voting a lucky winner gets gift vouchers from the company sponsoring
the ceremony
• They also get tickets to attend the ceremony

27. Democracy in Magazines
Here is what the reader’s voting process looks like..

28. Democracy in Magazines
Glamour Women Of The Year Awards
• A year event held by Glamour Magazine
• One award named ‘Readers Choice Award’ is chosen by readers
only
• Readers are given a selection of inspirational stories, from there
they must choose which philanthropist they want to vote for
• Glamour magazine features the Reader’s Choice Award winner on
the magazine

29. Democracy in Magazines
Seventeen Magazine:
Readers get a chance to test out beauty
products and give their verdict!
This gives readers a chance
for their opinion to be
heard for other people to
read

30. Hegemony in Magazines
Idea of the ‘perfect body’
• Fashion is thought of as a method of hegemonic domination putting forth a duty to
conform on the female population
• Magazine photographs provide unrealistic expectation of the ideal female appearance
which many cant meet
• Women respond to fashion resources in different ways..

31. Hegemony in Magazines
• Every page of Vogue magazine is authorised by senior representatives
• There are no reader related columns, product testing etc
• Readers have no input into what goes into the magazine
• There is no competition section just pages relating to design, fashion, lifestyle etc

32. Hegemony in Magazines
Elle Style Awards Voting Process..
• Readers are only allowed to vote for a selection of awards
• Elle magazine still have a lot of control as to who the award
winners are
• Readers are invited to vote for each award but their vote doesn’t
really count

33. Hegemony in Magazines
Hegemonic femininity and sexuality
• In male and female magazines there are
images shape our ideas of gender and
sexuality.
• Advertisements, articles, and every other
page in each magazine is gendered

34. Hegemony in Magazines
• Magazines show these female cultural ideals through images
• Socially assembling what a woman should look like
• All front cover models on women magazines like Elle and Cosmopolitan.
• Like the picture above, the woman has the perfect body structure and
appearance
• This is the problem because in reality all women do not look like this
• The “perfect woman” isn’t natural because our perception of what looks
beautiful is socially constructed through mass media

36. Audience Feedback
LINK

37. Audience Feedback
She Said… 20
• It appeals to her because she's very interesting in Female
media and feels strongly about democratic rights in
media Working
Art, Film, Beauty,
Dance
• Interested in hearing how hegemonic the news
is, and why its still that way
• The revolution of Web 2.0 is almost blinding people
from how they control media and manipulate
audience
• Would be for people in 20s and 30s
• Should interview sociologists and people in the
government
• Worrying because some parts its hard to gain
evidence of it

39. Purpose and Style
• What's the purpose of the documentary ?
• Is to Inform and educate the audience on hegemony
and if today’s democracy is just the puppet master
behind it
• Also if we are controlled, in what way and form
• And ultimately if we can control it and escape it?

40. Purpose and Style
• What would people learn about this topic from
your documentary?
• The audience will learn what hegemony and how it
lives undetected in our society and how it effects
our perception of reality
• The will discover its effects during history and its
forms through social media, films, TV and
magazines
• They will also learn what Algorithms are and if they
are really necessary
• The truth will be uncovered to if we are really free

41. Purpose and Style
• What style of documentary is it?
• There are 6 types of modes to Bill Nichol’s Theory
1. Poetic Mode: More towards subjectivism, leaves
things to be interpreted, for an artistic feel.
2. Expository Mode: Unlike poetic moves more for a
story telling stance, through informing in order to
persuade
3. Observation Mode: Simply just observing in order
to allow audiences to shape their own opinion on
the issue, people/person
4. Reflexive Mode:
5. Per formative Mode: Its participatory though
having a presenter or just having a person going
along

42. Purpose and Style
• What style of documentary is it?
• According to Bill Nichols theory our documentary is
Expository
• We believe It’s more informative as we are just trying to
feed our audience with information
• In the attempt for them to form their own opinions
about “Is the current media landscape democratic or
hegemonic”

44. Audience
30’s
Secondary
Audience
Whole
Target audience
Audienc is 20s to
e 40s years
20’s

45. Audience
Target Audience -
People in their 20’s because they are largely involved in participating in most forms
Age of media – also they are strongly concerned with having equal and fair rights
Due to modern society being quite patriarchal - I think women would be inclined to
Gender see if media is democratic and it is interpreted women are manipulated by media
Media is a huge part of working class leisure activities and pop culture so we think
Class they are going to be hugely interested to see whether it is democratic or hegemonic
British people because our research is based on their culture, their use of the media
Ethnicity mainly, though all ethnic groups throughout the UK as they’re all part of media
Secondary Audience -
People in their 30’s because have seen the evolution from Web 1.0 to knowledge
Age in Web 3.0. Also they would be largely involved in media more professionally
Women and Men because society has evolved from reinforcing those ideal forms
Gender of gender – however they would want to see if that is actually exercised in media
Middle class because they are the ones who work for media industries and have
Class great knowledge of the debates
British people because our research is based on their culture, their use of the media
Ethnicity mainly, though all ethnic groups throughout the UK as they’re all part of media

46. Audience
Our audience is MASS because…
• Everyone is somehow connected into media
• Generally people are conscious of their equal rights
• People would want to see if they are being
manipulated – or how far they have been
unconsciously manipulated
• It would relate to so many people
• Some things brought up, people throughout the UK
will be able to relate a story or relate how their
searches have been tailored – and noticed

47. Audience
It is important that people learn about this topic
because…
• It is essentially manipulating audience to thinking
they’re in control of what the see and search
• The audience should be aware they possibly don’t
have as much democracy throughout all media as
they though Web 2.0 would have
• People will be more wary of their democratic right in
media – or possibly realise they increased control
their do have since the web 2.0 revolution
• Their authenticity is being compromised and
reinforced to shape a different or more dominant
ideology

48. Audience
Our connect purpose to the audience is…
• The fact that social media is such a broad topic
that the interests of so many different people
can be compared and contrasted throughout.
• To enforce a debate
• Also because its becoming a huge important
part of society as it is somewhat controlling
our world being used public sectors such as
education emphasising the newly great
importance and need to be knowledgeable
within our topic.

49. Audience
The style of our documentary is…
• Informative because…
We present both sides of the debate in our topic, we
don’t necessarily enforce our personal bias views.
• Participatory because…
Our presenter will participate in interviews and
certain events taken place in our documentary to
make the documentary seem more natural and
comfortable

51. Planning: Structure
Episode: Introduction: Beginning: Middle: End:
(First 2 Mins) (15 Mins) (15 Mins) (15 Mins)
• Presenter talking about the • This is to make audience aware - Statistics on the growing - Introduce algorithms and
whole documentary, the of the history of the web number of people logging how it has been brought
purpose - how social media beginning with web 1.0 -a onto social networking sites in as a new form in web
‘Social is controlling what detailed timeline like Facebook day by day. - Explain with animation
• Animation shows information
Media’ – information we receive, in
coming out of a computer but
- How this has increased over the use of a filter bubble
Facebook, YouTube, the years and why? - we will show a before
The Google, Twitter. none going in from the and after in Google
audiences
Hegemonic • Sociological theory of
- The different types of social searches
• Montage footage of people networking sites and which - Link it to social
Puppeteer interacting with different ‘upsurge’ in activism
ones are the most popular networking – going in
• Presenter highlights social
forms of media – people on and why they appeal so much depth with the way
networking – Facebook,
their iPads, iPhones, to such a mass audience. Facebook tailor your
Tumblr, Twitter, Social News,
Blackberry’s, Laptops etc. Online Dating – how the web newsfeed
has come to a revolution – - Reasons why social media and - Talking to the expert
• E.g. internet, phones, TV… more democracy social networking sites make behind the industry ask if
Including establishing shot • Leads to the Web 2.0 part of for the perfect tool used to they even know who
of internet cafes (high the animation where control certain ideologies or tailors our algorithms,
angles, low angles), a information comes in and out products within society. (Their who creates their ethics
bedroom (with tech), train • Showing how YouTube gaines popularity aids their ability to - Being in sociological
station (people on phones) users success and audience reach a wide range of people.) theories into ethnics –
with close up of Wi-Fi allow them to grow or fail– the extent of our
connecting. people gain great success - For example some marketers democracy
• Public interviews on how they use certain social networking - To lead into next episode
• Show case study of the boy feel about web 2.0 in Trafalgar sites or social media to go through why
who killed his mum square promote their products by algorithms promote a
mimicking the soap • Lastly web 3.0 with voiceover creating 'Pages' for people to hegemonic form of social
‘Coronation Street’, with presenter explaining it like on Facebook. networking – just
archival footage of news • Examples of Google search manipulates audiences
broadcast. tailoring searches - On most website pages a use in the sites
• Finish with expert interview
'share' or 'like' button will - Expert interview and
and example of the way web
appear. examples of what we see
3.0 is becoming omnipresent
and what we don’t see

53. Channel and Time
What channel would it be put on and why?
Channel 4 because..
• most of their documentaries target 17-34 year
old females
• documentaries revolving media and technology
• their documentaries have peaked to up to 8
million viewers
eg. Cutting Edge received 7.4 million

54. Channel and Time
What time would it be on and why?
9pm because..
•audience have finished studying/work, children are
sleeping etc, so they are available to watch it
•there’s nothing explicit so the time doesn’t have to
be pushed further back