Gramsci and Media Literacy
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Gramsci and Media Literacy: Critically Thinking about TV and the Movies offers a series of contemporary media analyses that use Antonio Gramsci’s theory of hegemony to explore how dominant ideologies in media delivery, historical storytelling, and gender in today’s mass media environment become the commonsense viewpoints that maintain power structures in civil society. Through a media literacy approach, case studies of ideological delivery through television and film illustrate why Gramscian media theory serves as a valuable tool for revealing the many ways hegemonic thought operates in the media sphere and in everyday life, and they offer hope for counterhegemonic understandings.
Erika Engstrom is professor and director of the School of Journalism and Media at the University of Kentucky.
Ralph Beliveau is associate professor in the Creative Media Production area of the Gaylord College of Journalism and Mass Communication, and affiliate faculty in the Department of Film and Media Studies and the Department of Women’s and Gender Studies at the University of Oklahoma.