The society we live in today is very different from that of our ancestors. Capitalism is widespread and mass media is a method of shaping our culture. The "public information, intercommunication and exchange" of "social knowledge" in society now depends exclusively on the mass media (Hall, 1977). In my essay I will focus on the idea of ​​hegemony and its role in society. I will ask myself how it presents itself in the mass media and also in the same information transmitted to the general public by the companies that produce the media. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay Antonio Gramsci was the theorist who created the concept of hegemony. He was an Italian Marxist thinker, who came up with the idea in his prison cell, while he was arrested for speaking against fascism in 1926. He started his prison notebook in 1929 and died in prison in 1937. When he invented on the concept of hegemony he wondered why, during Mussolini's regime, there had been no working class rebellion against fascism in Northern Italy. According to Gramsci, hegemony is based on "cultural and ideological means" through which the ruling or ruling class maintains its dominance over "subordinate classes" by building a spontaneous mass consensus. (Strinati, 2004) The dominant social group has the power to influence and direct their opinions and ideologies on the mass public. Military force is probably the most common known way to gain power, yet it is only implemented with the consent of the mass population. The ruling class creates its hegemony by having a consensus, both cultural and political. It can be created through political parties, the media and the Church, where hegemony is practiced over social groups. The question remains open as to why the public would simply let this ruling class have such control over them, however Gramsci responds by stating that the subordinate group is not "ideologically indoctrinated" but accepts the values ​​and leadership of the ruling class as they also reflect their own interests (Strinati, 1995; Hall, 1982; Gitlin, 2003). Some institutions such as the media are referred to by Gramsci as the cycle of hegemony. Production, reproduction and transformation are the three steps necessary to influence audiences through media. It is a powerful method and its use "not only reflects and supports consensus", but "contributes to producing consensus and manufacturing consensus". It is often seen as an instrument of the state to mediate social conflicts. A good example of state-controlled and state-derived ideology comes from a theorist named James Curran. It shows the similarities and differences between modern media and the old-time church on how the media has the potential for social control when used by the most dominant people. According to Curran (1982), just like the old churches, the media unites diverse groups together by promoting both party values ​​and social independence; years ago it was Christianity while now it is consumerism and nationalism through international sports competitions and consumerist characteristics. It focuses particularly on the British media and a lot on how they can promote collective identity through the monarchy as well as the Church. Cannadine (1983) provides a good example of the BBC in 1932, where it created an obsession with the royal family and helped project an image of Britain as a whole, portraying an image of the father figure of George V. We can see the BBC supports this British regime, in other words the state must build a common consensus while continuing to support the hegemonic ideology. Curran (1982) further states”., 2003).