The Impact of New and Digital Media Theories

Hegemony

"Gramsci used the term hegemony to denote the predominance of one social class over others"

"This represents not only political and economic control, but also the ability of the dominant class to project its own way of seeing the world so that those who are subordinated by it accept it as 'common sense' and 'natural'"

http://www.aber.ac.uk/media/Documents/marxism/marxism10.html

Hegemony refers to the winning of popular consent by the ruling group largely through media representations of the world and its social institutions, such as education, work and the family.

http://media.edusites.co.uk/index.php/article/understanding-ideology/

Marxism

"Marxist theorists tend to emphasize the role of the mass media in the reproduction of the status quo, in contrast to liberal pluralists who emphasize the role of the media in promoting freedom of speech"

"Marxists view capitalist society as being one of class domination; the media are seen as part of an ideological arena in which various class views are fought out, although within the context of the dominance of certain classes; ultimate control is increasingly concentrated in monopoly capital"

http://www.aber.ac.uk/media/Documents/marxism/marxism10.html

Pluralism

"A pluralistic media -- marked by a variety of outlets with diverse ownership and viewpoints, independence and transparency -- is generally believed to contribute to a press that honors the ideals of democracy and reflects diversity within society."

http://ijnet.org/community/groups/10189/media-pluralism-divisive-or-democratic

Cultural Imperialism "accused western powers (mainly the United States and Britain) of maintaining an imbalance in the flow of information from the First World to the Third World. This western dominance of indigenous cultures was a form of ‘coca-colonialism’ designed to maintain western power, prevent development, exploit resources – generally to ‘McDominate’ "

http://www.britishcouncil.org/history-why-cultural-imperialism.htm

Post-colonialism

"Post-colonialism" loosely designates a set of theoretical approaches which focus on the direct effects and aftermaths of colonization"

"Post-colonialism forms a composite but powerful intellectual and critical movement which renews the perception and understanding of modern history, cultural studies, literary criticism, and political economy."

http://www.semioticon.com/virtuals/postcol.htm

Globalisation

"Technological, political, and economic changes which they believe make the world
function in a different way from the way it did twenty or thirty years ago"

"Computers, cell phones, and internet have brought about major changes in world communication. Not only is it easier to communicate across the globe, but countries and regions without access to this new technology are excluded from world developments"

"Over the last thirty years some countries have not only successfully adapted to globalization but they have become the key drivers of the process. The United States, Western Europe and Japan are today the key beneficiaries and leaders of the globalised world. Their historical status as colonial powers, with industrialized societies gave them a significant edge"

http://www.etu.org.za/toolbox/docs/development/globalisation.html