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
The particular normative form of masculinity that is the most honoured way of being a man, which requires all other men to position themselves in relation to it, is known as hegemonic masculinity. Originally, hegemonic masculinity was understood as the pattern of practice that allowed men's dominance over women to continue. In Western society, the dominant form of masculinity or the cultural ideal of manhood was primarily reflective of white, heterosexual, largely middle-class males. The ideals of manhood espoused by the dominant masculinity suggested a number of characteristics that men are encouraged to internalize into their own personal codes and which form the basis for masculine scripts of behaviour. These characteristics include: violence and aggression, stoicism (emotional restraint), courage, toughness, physical strength, athleticism, risk-taking, adventure and thrill-seeking, competitiveness, and achievement and success. Hegemonic masculinity is not completely dominant, however, as it only exists in relation to non-hegemonic, subordinated forms of masculinity. The most salient example of this approach in contemporary European and American society is the dominance of heterosexual men and the subordination of homosexual men. This was manifested in political and cultural exclusion, legal violence, street violence, and economic discrimination. Gay masculinity was the most conspicuous subordinated masculinity during this period of time, but not the only one. Heterosexual men and boys with effeminate characteristics ran the risk of being scorned as well.