Gramsci and Media Literacy

This book offers a series of contemporary media analyses that use Antonio Gramsci's theory of hegemony to explore how dominant ideologies in media delivery, historical storytelling, and gender in today's mass media environment become the commonsense viewpoints that maintain power structures in civil society. Through a media literacy approach, case studies of ideological delivery through television and film illustrate why Gramscian media theory serves as a valuable tool for revealing the many ways hegemonic thought operates in the media sphere and in everyday life, and they offer hope for counterhegemonic understandings.