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.
Agonism
For Adorno, agonism is also about the "theodicy of conflict" where opponents "want to annihilate one another... to enter the agon, each the mortal enemy of each" (Minima Moralia). Adorno also sees agonism as the underlying principle in Hegel's dialectic of history where "dialectics (growth through conflict) is the ontology of the wrong state of things. The right state of things would be free of it: neither a system nor a contradiction" (Negative Dialectics). Colaguori reconstructs the concept of the agon to invoke this critical, destructive aspect as a way of extending Adorno's critique of modern domination and identify how the normalization and naturalization of conflict is used as an ideology to justify various forms of domination and subjugation. The agonistic ideology that has been appropriated by popular culture for example makes use of agonistic themes to celebrate competition as the wellspring of life in such a way as to normalize "a military definition of reality" (C. W. Mills).