Cultivation theory and hegemony

Abstract

Hegemony can be roughly defined as the overall field of practical strategies exerted by a dominant power in gaining the consent of the people under its rule (Eagleton, 1996: 167). The authority exercised on subordinated classes depends on consent, not force. Predominant classes operate hegemony through ideology; and media is one of the fields that hegemony is achieved. Cultivation theory expresses that television has a role on the social reality conceptualization and the world perception of people. For instance, heavy viewers consider that police is essential for this world. This suggests that hegemony is achieved. In this study, research concerning the cultivation role of television on the students of Faculty of Science at Anadolu University, Eskişehir, Turkey was carried out and the cultivation role has come out as a result of the analyses. This result indicates that hegemony is achieved on the related faculty students. In the Conclusion, I will discuss whether television is an old or new technology.