Hegemony and discourse: Negotiating cultural relationships through media production

Hegemony and discourse

Negotiating cultural relationships through media production

1. Michael Robert Evans1

- Author Affiliations

1. ¹School of Journalism, Indiana University, Ernie Pyle Hall 200N, Bloomington, IN 47405, USA. mirevans@indiana.edu

SOURCE

 doi: 10.1177/146488490200300302 Journalism December 2002 vol. 3 no. 3 309-329

Abstract

As part of large, complex social structures, media organizations exist in constantly shifting relationships with each other, with the societies within which they work and with the internal and external audiences with which they communicate. The role of indigenous media groups in hegemonic processes, then, cannot be seen as monolithic or monologic, as some scholars have suggested. An examination of Inuit videography groups reveals that media organizations support or resist hegemonic pressures differentially; some work ‘within the system’ to further worthwhile aims, while others struggle against hegemonic coercion in an effort to expose that coercion and foster alternative power structures. Any models relating to the role of media in hegemony must reflect the heterogeneous stances a

Keywords

• Canada
• colonialism
• discourse
• hegemony
• indigenous media
• Inuit
• videography