Hegemony is a struggle that emerges from NEGOTIATION and CONSENT – Not total domination (not totalitarianism or explicit propaganda) but a continual exchange of power, through ideas.

Murdoch dynasty controls Tony Blair and therefore the labour party, which links to the 1997 new labour party which was because of Murdoch

Murdoch Dynasty controls Tony Blair and therefore the Labour Party. This links to the 1997 New Labour party election which was due to Murdoch. Louis Althusser talks about the state controlling the public through ISA and this is clear as the whole British public is controlled. This may of led to Brexit in 2016.

Gramsci came up with Hegemony which is about a dominant ideology that controls the idea’s of the public. This links to the

“Oh” (previously Oh Comely) is an independent magazine published by the small company Iceberg press. In contrast to magazines from large corporations like Men’s Health, Oh presents an alternative institutional structure

Oh was created and is owned by a small group of 3 women and as a result is different to larger companies like fox or Conde Nast – they are often owned by powerful people (usually men) with employees under them instead of the workers owning most of their own production, which is the company structure of Oh. This links to the REPRESENTATION of women in mass media – often presented to appeal to the male gaze, like the female presenters of Fox news who, in contrast to the men, are expected to represent and express themselves in a certain way to attract straight male audiences. Oh, on the other hand, represents a form of hegemonic struggle by presenting women in many different ways. Also the lack of men in Oh presents an impression that these women are independent. This shows hegemonic struggle and links to bell hook’s theory by presenting different views of women and encouraging renegotiation of the hegemonic ideas.

• Oh Comely is an independent magazine published by Iceberg Press, a small London publisher which publishes only one other title.
• Oh Comely constructs a representation of femininity with its focus on creativity and quirkiness.

• Oh Comely is part of a development in lifestyle and environmental movements of the early twenty first century which re brand consumerism as an ethical movement.
• Its representation of femininity reflects an aspect of the feminist movement which celebrates authenticity and empowerment.

• It is possible to apply feminist critical thinking to this CSP for example theories of representation including:
• Hall
• Bell hooks
• Van Zoonen
• Gender performativity – Butler

Oh Comely is part of a development in lifestyle and environmental movements of the early twenty first century which rebrand consumerism as an ethical movement. Its representation of femininity reflects an aspect of the feminist movement which celebrates authenticity and empowerment

In contrast to Men’s Health magazine, Oh Comely is an independent magazine published by Iceberg Press, a small London publisher which publishes only one other title. 

• So this is a case study of Iceberg as an independent media company. 
• Which shows how developments in new technology mean that small companies can also use the internet to communicate and target audiences. 
• Presenting new strategies for institutional development and creative working practice. As well as suggesting ways for keeping print popular and relevant – Iceberg’s branding includes a commitment to print over other media forms.

• Oh Comely constructs a representation of femininity with its focus on creativity and quirkiness. 
• The focus is on women as artists, entrepreneurs, athletes and musicians and female empowerment is a major theme. 
• The absence of men as part of the representation of masculinity in Oh Comely magazine. 
• Representation of social groups: Oh Comely constructs a lifestyle through its focus on culture and the environment. This analysis would offer the opportunity to question some of the messages and values constructed by the magazine. 
• Theories of representation including Hall 
• Feminist theories including bell hooks and Van Zoonen 
• Theories of gender performativity including Butler 

• Therefore it is possible to apply feminist critical thinking to this CSP for example theories of representation including
  • Hall
  • bell hooks
  • Van Zoonen
  • gender performativity – Butler

Oh Comely is part of a development in lifestyle and environmental movements of the early twenty first century which re brand consumerism as an ethical movement. Its representation of femininity reflects an aspect of the feminist movement which celebrates authenticity and empowerment

• It is an independent magazine unlike Men’s Health
• It is published by Iceberg Press, who is a small London publisher
• It focuses on femininity with its focus on creativity and quirkiness

• Oh  is a women’s magazine covering food, recipes, film, fashion, music, art and culture.

• Oh is an independent magazine, differing from Men’s Health. It is published by a small London publisher which only has one title.

• Oh shows how developments in new technology mean that small companies can also use the internet to communicate and target audiences.

• Oh only features images of women on the front cover, this is due to their strong views on gender representation and women’s rights.

• The main representation indicated in Oh is femininity, they also have control over feminist market.

• Targets a niche audience.

• Prints over multiple media forms.

Previously Oh Comely- Oh Comely is part of a development in lifestyle and environmental movements of the early twenty first century which rebrand consumerism as an ethical movement. Its representation of femininity reflects an aspect of the feminist movement which celebrates authenticity and empowerment

Oh Magazine is owned by Pirates Ahoy, Oh Comely magazine is a bi-monthly British magazine published by Pirates Ahoy! a subsidiary of Iceberg Press, publisher of The Simple Things magazine, and it was first publishes in 2010.

bell hooks- She put the name in lowercase letters “to distinguish [herself from] her great-grandmother. She argues that if feminism seeks to make women equal to men, then it is impossible because in Western society, not all men are equal.

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Alternative institutional structure

• independent magazine published by iceberg press (small London publisher)
• independent media company
• iceberg shows a commitment to print over any other media form
• represent femininity with a focus on creativity and quirkiness
• niche company (unique)

there’s an absence of men – suggesting OH is a radical company set up to combat and challenge the dominant ideology of men being in power, challenging the patriarchal society

• wanna show they can be independent men aren’t here to dominate women and control them

ICEBERG PRESS

• created in 2014 by 3 friends/colleagues (were working for biggest media companies) – iceberg press and bought simple things
• Lisa Sykes, Guy Foreman and David Parker
• OH created 2016

ICEBERG PRESS’ MOTIVES/VALUES

It’s all about the audience.

Chase the work, not the money.

Compromise isn’t our friend.

We will always make time for ideas.

We are stronger when we work with others.

We want good people to work in a good place.

Every year we will help a cause that matters.

Media power and control can link to “Bombshell” because the text itself suggests how ‘Fox News’ is a conglomerate and controls many aspects of the media such as the news and TV channels. At the time the movie was set, Rodger would abuse his power and position to sexually harass young females and in return they would get a higher position in the workplace.

This links to critical feminist thinking because women shouldn’t have to take part in sexual acts, that they don’t want to, to get a higher position and should be recognized for their hard work.

This then links to the Leveson Enquiry which looked into the ethics and culture of the British press after the News International phone hacking scandal which was how they hacked into phones and abused their social power.