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.
Gender policing
Sociologist, Raewyn Connell created the theory of hegemonic masculinity in order to explain the relationships between men and women and between the class of men within a patriarchal system. This theory is based on Antonio Gramsci’s concept of hegemony –– conformity or subordination of one group which creates class-based domination. Connell’s theory explains the ways in which ideal or normalized masculine traits have the highest values in western society. These masculine attributes include wealth, control over resources, fertility, attractiveness, heterosexuality, physical strength, and emotional detachment. Demetrakis Z. Demetriou further divided hegemonic masculinity into two types: external and internal. External hegemonic masculinity refers to the subordination of women under men. Internal hegemonic masculinity is the spectrum of masculinity seen within men. This spectrum is defined by the amount of power and masculinity a man holds. The patriarchy needs hegemonic masculinity in order to maintain power. In order to keep this power, men must be policed and women must me dominated. Since the ideal form of masculinity is seen by patriarchal power, men that fit in this norm are seen as what a human should embody.