Main Argument

The basic outline of our argument is that mass media in the UK still seek to promote hegemony and are responsible for injecting passive audiences with dominant ideologies.

The basis of the argument is that with one force in media being so dominant their values and ideologies must be at least slightly reflected in some of the media texts we see.

A specific example of this is Rupert Murdoch's 40% ownership of the media, this is relevant to the argument as he is the biggest single owner of media texts worldwide.

Some of his media outlets include: Youtube, Sky, The Sun and Myspace.

We propose that even the most media literate of the British population can not avoid the constant reminders of Murdoch's values and ideologies presented through the mass range of media texts he owns.

Our argument also runs along the basis of the Marxist theory that suggest's the growing power of the media allows the values and ideologies injected by the hegemonic forces to become common sense.