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.
Hegemonic masculinity
Gender hierarchy seeks to explain not only why men hold a superior position to women but how each group influences one another. Research has documented the durability of nonhegemonic patterns of masculinity, which may represent well-crafted responses to racial/ethnic marginalization, physical disability, class inequality, or stigmatized sexuality. Hegemony may be accomplished by the incorporation of such masculinities into functioning gender order rather than by active oppression in the form of degradation or violence. An example would include that of the mainstream adoption of black hip hop culture which was created in response to urban structural inequalities. Another example is that of "protest masculinity", in which local working-class settings, sometimes involving ethnically marginalized men, embodies the claim to power typical of regional hegemonic masculinities in Western countries, but lack the economic resources and institutional authority that underpins the regional and global patterns.