Media Hegemony
The concept of hegemony, which first was put forward by Antonio Gramsci (1971), refers to the moral, philosophical, and political leadership of a social group, which is not gained by force but by an active consent of other social groups through taking control of culture and ideology. During this process, the leading social group exerts its impact and gain its legitimacy mainly through social mechanisms such as education, religion, family and the mass media. Based on the definition of hegemony, media hegemony means the dominance of a certain aspects of life and thoughts by penetrating dominant culture and values in social life. In other words, media hegemony served as a crucial shaper of culture, values and ideology of society (Altheide, 1984). 
For example, TV news departments are considered as extensions of a capitalistic economic order (Hall, 1979). The products of the media contain messages that convey the nature of society, the nature of relation of production within the media and the domain of institutions and social process (Golding, 1979). Thus it is crucial to decode media to figure out the latent capitalist ideology within the products of the media, and more importantly to realize the role of the media as tools to produce merchandise in a late capitalist economic order.
Christoph Scherrer
Scherrer’s research interests lay in the field of international political economy, in particular the social dimensions of globalization. 
He contributed to the development of French Regulation Theory through an extensive study of the transition of the U.S. auto and steel industry to post-Fordism and through a post-structuralist inspired critique of its neglect of contingency in phases of stable capital accumulation. He introduced Gramscian insights to international political economy in Germany and coined the term ‘double hegemony’ for the interlaced linkage of the hegemony of the US-American national-state with the hegemony of an emerging international bourgeoisie. 
He directed numerous studies on the “Social Dimensions of International Trade” and “Trade in Services” funded by the Hans Böckler Stiftung (HBS), the Friedrich Ebert Foundation (FES), the German Foreign Office, the German Parliament, the European Parliament, and the Austrian Chancellery. His most recent work is co-directing an international research project on economic inequality.Chicago