Hegemony
Hegemony is the predominate influence over other groups of people. An example of this is richer, higher classed people's actions have an influence over the poorer, lower class people. There is a dominance, however no one is forced to do something. If you don't like Football, you're are not forced to watch or associated yourself to Football.
The majority decides what fits in with society and cultural views, whilst the minority keeps their opinions and objections quiet. Hegemony is about consent, and one the things it consents to is inequality - us and them. Hegemony captures the struggle between powerful and subordinate groups in society.
Stuart Hall states that the media hegemonic represents of reality that serve powerful interest.
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