Abstract
Gramsci’s concept of ‘hegemony’ has provided one of the most influential theoretical frameworks in contemporary cultural and media studies, and Marxist intellectual work in particular. Stated briefly, hegemony refers to a historical process in which the dominant group exercises ‘moral and intellectual leadership’ throughout society by winning the ‘consent’ from people. This concept has enabled cultural and media studies to explain not only the way in which the domination of a power group in modern capitalist societies is secured, but also how the dominant order can be challenged and contested through popular resistance directed in various cultural forms and practices. The applications of the concept of hegemony in cultural and media studies can be addressed in four distinct areas: the analysis of historical moments, the analysis of media texts, the analysis of subculture/popular culture, the analysis of audiences.
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