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.
Hegemony
In the historical writing of the 19th century, the denotation of "hegemony" extended to describe the predominance of one country upon other countries; and, by extension, "hegemonism" denoted the Great Power politics (c. 1880s – 1914) for establishing hegemony (indirect imperial rule), that then leads to a definition of imperialism (direct foreign rule). In the early 20th century, in the field of international relations, the Italian Marxist philosopher Antonio Gramsci developed the theory of cultural domination (an analysis of economic class) to include social class; hence, the philosophic and sociologic theory of cultural hegemony analysed the social norms that established the social structures (social and economic classes) with which the ruling class establish and exert cultural dominance to impose their "Weltanschauung" (world view)—justifying the social, political, and economic "status quo"—as natural, inevitable, and beneficial to every social class, rather than as artificial social constructs beneficial solely to the ruling class.