Within the 21st century we are more influenced by the media
than ever before. Not only with the expansion and development of the internet are
we more in tuned with the mass media but the dominance expressed regarding
hegemony is overbearing.
Steven (2003) states that ‘hegemony is achieved when the
power of the dominant groups in a society appear natural’ indicating that
hegemony forms a power or rule not limited to direct political control but
those who have power maintain their position through the creation of a world view.
Let’s take the effect of the current globalised event of the
Olympic Games, this has influenced the whole world and has become a fight for
gold rather than countries coming together, to experience and be a part of
something great. The media have made the Olympics something to cater for all
athletes egos.
Hegemony is apparent in having a medal tally. Why do we have
a medal telly? Because those in powerful positions are ‘communicating the viewpoint
of the ruling elites’ (Steven, pp.52-3). These dominant elites are America,
Australia and China so they feel empowered above all.
At the moment the media are portraying our athletes to be
somewhat of a failure if they do not get gold medals. Who says that silver or
bronze is not a triumph, and who says that even just being a competitor within
an event is not an achievement in its self?
Mass media empowers our view points as the term itself implies
‘a homogenous audience that will receive, consume or be affected by’ (Steven,
p.37).
This can be seen through how our dominant media outlets
(Channel nine and FOXTEL) that are currently broadcasting the Olympics choose
to avoid showing our athletes failing and choose what their audience receive in
order to consume and be affected in a certain way.
So why are our depended media outlets not highlighting in a
great extent on the achievements of our athletes but focusing deeply on how
disappointing it is not to get a gold.
Hegemony and the mass media influence their audience to feel
dissatisfied with our athlete’s attempts when in reality we should embrace our
countries successes.
References
- - Steven,
P 2003, ‘Political economy: the howling, brawling, global market place’, The
no-nonsense guide to the global media, New Internationalist, Oxford, pp. 37–59
I really enjoyed reading your thoughts on the 2012 Olympics in relation to the negative effects the media has on it. It is very true that there is a lot of pressure on these Olympians to come home with a gold medal, the media are defiantly focusing more on the disappointments and failures rather then accomplishments made by their own countrymen. Your argument was very interesting to read and validated by your references.
ReplyDeletehi Jess,
ReplyDeletegood content you have there, you see the other side of Olympics as global events. i have the same thoughts as yours. i think media has changed the way Olympics used to be. as it present in the opening ceremony of Olympics 2012 where the England has Urban changing from time to time which comes to the Era where technology is the main resource or engine for all. and Media such television only pointing out to the country who'd won the medals and who'd lose. instead of they pointing out to the ambience of all those participants who wants to celebrate this worldly event. well done
Thank you for this post! Everything you wrote is so accurate and dead-on, especially your thoughts on athletes and how they are perceived as failure if they do not win gold medals. I find that especially the BBC does a masterful job of making British athletes feel horrible for not winning gold. I cannot believe the amount of guilt those reporters deliver to athletes during interviews. I mean, anyone who made it to the Olympics is truly a winner, right? A disadvantage is that you exceeded the word limit by approximately 50 words.
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