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
New theory has recognized the layering and potential internal contradictions within all practices that construct masculinities. This is a departure from a unitary masculinity and focus on compromised formations between contradictory desires or emotions. Masculinities are configurations of practice that are constructed, unfold, and change through time. One area of focus may represent that of Western fathers given the gender division of labour in child care, the "long hours culture" of professions and management, and the preoccupation of rich fathers with managing their wealth. While these practices may adhere to conventional Western ideas of hegemonic masculinity, this may not necessarily translate into a satisfying life experience. As gender relations evolve and women's movements grow stronger, the dynamics of masculinities may see a complete abolition of power differentials and a more equitable relationship between men and women and between men and other men. This positive hegemony remains a key strategy for contemporary efforts at reforming gender relations. Groes-Green has argued that Connell's theory of masculinities risks excluding the possibility of more gender equitable or "philogynous" forms of masculinity such as those he has identified in Mozambique. He urges social researchers to begin developing theories and concepts that can improve an understanding of how more positive, alternative and less dominant masculinities may develop even if these are always embedded in local gender power relations.