SEMIOTIC AND HEGEMONY:

Hegemony is not a forced political movement, however. To use the previous example, no one is forced to watch/listen to/read about football. Its just sometimes it seems there are a few alternatives. This is how hegemonies take hold: a majority decide 'fit in' with the cultural values and ideas of their times and place and the majority keep their objections quiet. Hegemony is about consent, and one of the things it consents to is inequality - us and them.

Hegemony captures the struggle between powerful and subordinate groups in society.

Stuart Hall - The media deliver hegemonic representations of reality that serve powerful interests.
Hall set up an ''Encoding/Decoding'' model (in Culture, Media, Language 1980) as a theoretical attempt to understand hegemonic media processes in practice. He calles on semiontics to examine how the media guide the ways we make sense of the world.