In media studies, hegemony refers to the ways in which the media encourage people to consent to status quo power structures. People have to do things, willingly and happily, in their everyday lives that keep the powerful people on top. Gramsci believed the media have always had a key role in teaching people to do things in their everyday lives that support the power structures. In media studies today, people look at how the media support power structures such as government, capitalism/corporations, and patriarchy.
· Paying taxes
· Fathers "giving away" their daughters during wedding ceremonies
· Women as the ‘glamorous assistant’ on TV
· Choice of news stories
Often the term "ideology" is seen as referring simply to a system of ideas and beliefs.
