Antonio Gramsci (Hegemony)-

Refers to the dominantly shared system of values, ideas, and ethics of a society or community during a particular historical period. The definition of hegemony is leadership or dominance off one group over another. An example of hegemony would be the government power over its citizens. a hegemonic struggle is the presentation of people going against and challenging the dominant ideologies and social norms placed in.

Jurgen Habermas (public sphere)-

 The public sphere is the concept of a social space where people would meet and discuss social problems in for example a coffee shop, and through that would influenced political action .

James Curran & Jean Seaton (theory of liberal free press)–

Curran and Seaton elaborate and further explain the theory by Habermas on the topic of the “Free Press” and how the press should not be influenced or heavily dominated by large companies enforcing opinions and views on daily news. by doing this is manipulates the viewers to seeing a certain side of a story when the news should be a unbiased platform to inform our community.

Noam Chompsky (5 filters that manufacture consent)-

The theory explains five general classes of “filters” that determine the type of news that is presented in media. These five classes are: ownership, advertising, the media elite, flak, and the common enemy or “fear ideology”.

Ownership-Mass media firms are big corporations. Often, they are part of even bigger conglomerates. Their end game? Profit. And so it’s in their interests to push for whatever guarantees that profit. Naturally, critical journalism must take second place to the needs and interests of the corporation.

Advertising-Media costs a lot more than consumers will ever pay. So who fills the gap? Advertisers. And what are the advertisers paying for? Audiences. And so it isn’t so much that the media are selling you a product — their output. They are also selling advertisers a product — YOU.”

The Media Elite- The establishment manages the media through the third filter. Journalism cannot be a check on power because the very system encourages complicity. Governments, corporations, big institutions know how to play the media game. They know how to influence the news narrative. They feed media scoops, official accounts, interviews with the ‘experts’. They make themselves crucial to the process of journalism. So, those in power and those who report on them are in bed with each other.

Flak-If you want to challenge power, you’ll be pushed to the margins. When the media – journalists, whistleblowers, sources – stray away from the consensus, they get ‘flak’. This is the fourth filter. When the story is inconvenient for the powers that be, you’ll see the flak machine in action discrediting sources, trashing stories and diverting the conversation.

The Common Enemy Or “Fear Ideology”– To manufacture consent, you need an enemy — a target. That common enemy is the fifth filter. Communism. Terrorists. Immigrants. A common enemy, a bogeyman to fear, helps corral public opinion.

Louis Althusser ( interpellation and ISA)–

Ideological state apparatus are the social things around us i.e the media, school, family, friends ans state and they shape us into what we are today and conform us using their values. They interpellate us into what they expect us to be using the ISA.