Antonio Gramsci theorised hegemony, which shows the media encouraging people to consent status through powerful structures. Antonio was a Marxist social philosopher who lived in Italy. Because he was a Marxist he also theorised that societies must transform over time from economic systems to more liberating ones until society reaches state of communism.
The Marxist also believed that capitalism was an oppositional economic system due to the unequal distribution of wealth among few powerful people and he believed that eventually the masses would overthrow capitalism and move to less oppressive system. The system would overthrow economic systems.
According to his theory the public can’t maintain power from these systems alone. People would have to take control in order to keep the powerful people on top. Everyday behaviours keep society powerful such as being patriotic and celebrating the country’s pride and dedication. Gramsci also believed that the media had a key role in teaching people to do things in their everyday lives that support power towards society. People in the present would consider the media support through power structures such as society, capitalism and patriarchy.
Gramsci also created a counter hegemonic theory that it questioned traditional roles of characters and themes. His theories have become an important role of discipline and distribution around the world. This concept had contributed a valuable vocabulary for discussing the relationship between media and societal power.
Overall our group believes that the theory will work well with our music video because our ideas linked to contrast of power and dominance allowing a stronger and disciplined structure. This will also provide political views over the arguments of the lower and higher classes towards society and government.
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