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.
Power (social and political)
In the Marxist tradition, the Italian writer Antonio Gramsci elaborated the role of ideology in creating a cultural hegemony, which becomes a means of bolstering the power of capitalism and of the nation-state. Drawing on Niccolò Machiavelli in The Prince, and trying to understand why there had been no Communist revolution in Western Europe, while it was claimed there had been one in Russia, Gramsci conceptualised this hegemony as a centaur, consisting of two halves. The back end, the beast, represented the more classic, material image of power, power through coercion, through brute force, be it physical or economic. But the capitalist hegemony, he argued, depended even more strongly on the front end, the human face, which projected power through 'consent'. In Russia, this power was lacking, allowing for a revolution. However, in Western Europe, specifically in Italy, capitalism had succeeded in exercising "consensual" power, convincing the working classes that their interests were the same as those of capitalists. In this way revolution had been avoided.