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THEORISTS
Shantelle Keech
Gramsci Hegemony
Hegemony is the dominant ideology which follows the
theory of power being maintained by the media and
higher social groups. It states that the ruling class is
represented as normal which is an act of manipulation
in society which teaches people to conform to these
values. An example of Gramscis theory within the
media is racial hegemony which is recognised through
J Coles Crooked Smile; the concept is used to
represent the social flaw of the white race over the
black race.
Within our own product, we will be enacting counter
hegemony whereby well be representing a rejection of
the traditional ideals. As a result, well be normalizing
homosexuality.
conformation)
2.Correlation of music and visuals
3.Genre characteristics (iconography of codes and
conventions)
4.Voyeurism (Notion of looking gaze and artist
perception)
5.Demands of record label (star image, close ups,
recurring visual style)