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
Early criticisms of the concept raised the question of who actually represents hegemonic masculinity. Many men who hold great social power do not embody an ideal masculinity. Martin criticizes the concept for leading to inconsistent applications sometimes referring to a fixed type and other times to whatever the dominant form is. Wetherell and Edley contend this concept fails to specify what conformity to hegemonic masculinity actually looks like in practice. Similarly Whitehead suggests there is confusion over who actually is a hegemonically masculine man. Inspired by Gramsci's differentiation between hegemony as a form of ideological consent and dominance as an expression of conflict Groes-Green has argued that when hegemonic masculinities are challenged in a society dominant masculinities are emerging based on bodily powers, such as violence and sexuality, rather than based on economic and social powers. Through examples from his fieldwork among youth in Maputo, Mozambique he shows that this change is related to social polarization, new class identities and the undermining of breadwinner roles and ideologies in a neoliberal economy.