The Exploitation of Pakistani Social and Cultural Norms through Mass Media in the Context of Antonio Gramsci's Cultural Hegemony

Abstract

The current study examines Antonio Gramsci's theory of cultural hegemony in Pakistani media. The study argues that Gramsci’s theory of Cultural Hegemony is not limited to Italian or Western societies, but it has great relevance with Asian societies as well. Gramsci exposes the manipulation and exploitation of the working class, hegemonic forces use various sources such as media, money and politics. The study aims to investigate a theory of cultural hegemony presented in Gramsci’s Prison Notebooks 1947 in Pakistani Media, cultural hegemony is used in the study as a theoretical framework. Media in Pakistan is used tactfully, to propagate the norms and culture of the status quo in Pakistan. The working class is in majority and their representation doesn't come into sight in almost all media forums. Pakistani status quo, including business tycoons, politicians, and other ruling elites collaboratively sustain the existing social and political mechanism in order to keep their supremacy lasting.