ABSTRACT
The hegemonic or neo-Marxist model of the media places its emphasis on ideological control. The idea of ideological control sounds complicated, but in reality it is something faced every day. Imagine the situation in which a small group of citizens (for example, teachers or lecturers) wish to get a larger group of citizens (students) to undertake an activity that they feel is important and want them to complete (homework). The problem for the smaller group is that there is a different point of view and resistance from the larger group. One solution would be for the smaller group of citizens (teachers or lecturers) to use force in order to get this task completed. However, this solution is not acceptable or effective. An alternative solution is to convince the larger group not only that they actually want to do the activity, but also that it is in their best interests. (Teacher: ‘I am not setting this homework for my benefit,’ or ‘If you want to stand a chance of passing your exam, you need to research some of the activities.’) There is, when expressed in this way, every likelihood that the larger group will comply with the request from the smaller group and complete the homework. In terms of control, the larger group are both giving their consent and actively participating in their own control. If power can be achieved by consent, it is much more effective than power achieved through coercion. If some groups of citizens can get their view of the world adopted as being ‘correct’ by consent, this is much more effective than trying to coerce citizens to adopt those views.
