Media Hegemonies: A Hand in Every Pot and Every Pocket

Examining power, not only in terms of who holds it, but analysing how it is exerted over a culture, is crucial in the examination of media hegemonies. How a company, person, campaign or government exudes their power, has a direct relation to its success. In the realm of media hegemonies – disturbing as it is - it is understood that power manufactures its own consent.

In the United States, a small number of companies such as Disney or Johnson & Johnson, cast their shadow over the majority of the consumer market. How are they so effective? Why are they so hard to avoid? Media Hegemonies are so effective and widespread, not because of their surface value, but because of their alternative pursuits – for what goes on under the surface. For example, higher-ups at Disney hold positions and connections with companies such as Fed Ex, Marathon Oil, General Motors, United States Steel and the Council on Foreign Relations. On the surface, Disney – cutesy and polished as ever - is producing children’s movies, cartoons and plush toys for all, but beneath the surface they have their hand in every pot, even profiting from war efforts. (www.theyrule.net)

Strategically, cultural hegemonies strive to have a place in every aspect of our lives, whether this is government, healthcare, pharmaceuticals, education, communication, food or even clothing.Inevitably we are feeding and driving all of these hegemonies. So if you aren’t one for supporting Starbucks Coffee - much too expensive for me – you better not own a Motorola (embarrassingly I do), because they have a hand in that pot too.