Forces of the Media: How They Shape, Influence and Maintain the American Perspective One of the biggest influences on how American society looks at itself is through the eyes of the media. The media are pervasive and they encompass the most important human senses. The media have an overwhelming power in determining what is acceptable and unacceptable in society, and they are not shy about dispensing opinions on how American society should act or react to events of the day. This is done through two concepts: ideology and hegemony, which in turn assume to foist values upon the populace. It is ideology and hegemony which the media use in order to determine the type and quality of news. It is also this same ideology and hegemony that impact...The end:
..... advertiser for feminine hygiene products, for example, is not going to advertise on Spike, which is geared toward young males. The hegemony, then, becomes small and constructs only that group. It is the ideology and hegemony of the media that foists values upon society. We are expected to hold these same values, and the news reflects this. If we do not, we stand outside the norm and become subject to ridicule. Advertising has more leeway, in that it serves markets, and not society as a whole. References Frank, Thomas (1998). The Conquest of Cool. Chicago: University of Chicago Press. Gans, Herbert J. (1979). Deciding What’s News: A Study of CBS Evening News, NBC Nightly News, Newsweek, and Time. Evanston, IL: Northwestern University Press.