Hegemonic Marxist theory

The hegemonic approach argues that media industries operate within a structure that produces and reinforces the dominant ideology via a consensual 'world view'. Rather than the owners having direct control, they have established an order within which to produce values and ideas that appear to be 'natural'. This world view is produced predominantly by white, middle class, middle aged, heterosexual men. These are the people who write the television shows, report the news, direct the cameras or commission others to do this work. It is their ideas and values that infiltrate media texts and insure that 'other' voices do not get heard.