ARTICLE

THE EXPLOITATION OF PAKISTANI SOCIAL AND CULTURAL NORMS THROUGH MASS MEDIA IN THE CONTEXT OF ANTONIO GRAMSCIS CULTURAL HEGEMONY

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23 Pages : 217-222

http://dx.doi.org/10.31703/gsr.2022(VII-II).23      10.31703/gsr.2022(VII-II).23      Published : Jun 2022

The Exploitation of Pakistani Social and Cultural Norms through Mass Media in the Context of Antonio Gramsci's Cultural Hegemony

Abstract

    The current study examines Antonio Gramsci's theory of cultural hegemony in Pakistani media. The study argues that Gramsci’s theory of Cultural Hegemony is not limited to Italian or Western societies, but it has great relevance with Asian societies as well. Gramsci exposes the manipulation and exploitation of the working class, hegemonic forces use various sources such as media, money and politics. The study aims to investigate a theory of cultural hegemony presented in Gramsci’s Prison Notebooks 1947 in Pakistani Media, cultural hegemony is used in the study as a theoretical framework. Media in Pakistan is used tactfully, to propagate the norms and culture of the status quo in Pakistan. The working class is in majority and their representation doesn't come into sight in almost all media forums. Pakistani status quo, including business tycoons, politicians, and other ruling elites collaboratively sustain the existing social and political mechanism in order to keep their supremacy lasting.

    Propaganda, Exploitation, Hegemony, Culture, Class

    (1) Bahramand Shah
    Assistant Professor, Area Study Centre for Africa, North & South America, Quaid-i-Azam University, Islamabad, Pakistan.
    (2) Sana Riaz
    Demonstrator, Department of English, Abdul Wali khan University, Mardan, KP, Pakistan.
    (3) Raees Khan
    Lecturer, Department of English, University of Buner, KP, Pakistan.
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References

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Cite this article

APA

    APA : Shah, B., Riaz, S., & Khan, R. (2022). The Exploitation of Pakistani Social and Cultural Norms through Mass Media in the Context of Antonio Gramsci's Cultural Hegemony. Global Sociological Review, VII(II), 217-222. https://doi.org/10.31703/gsr.2022(VII-II).23

CHICAGO

    CHICAGO : Shah, Bahramand, Sana Riaz, and Raees Khan. 2022. "The Exploitation of Pakistani Social and Cultural Norms through Mass Media in the Context of Antonio Gramsci's Cultural Hegemony." Global Sociological Review, VII (II): 217-222 doi: 10.31703/gsr.2022(VII-II).23

HARVARD

    HARVARD : SHAH, B., RIAZ, S. & KHAN, R. 2022. The Exploitation of Pakistani Social and Cultural Norms through Mass Media in the Context of Antonio Gramsci's Cultural Hegemony. Global Sociological Review, VII, 217-222.

MHRA

    MHRA : Shah, Bahramand, Sana Riaz, and Raees Khan. 2022. "The Exploitation of Pakistani Social and Cultural Norms through Mass Media in the Context of Antonio Gramsci's Cultural Hegemony." Global Sociological Review, VII: 217-222

MLA

    MLA : Shah, Bahramand, Sana Riaz, and Raees Khan. "The Exploitation of Pakistani Social and Cultural Norms through Mass Media in the Context of Antonio Gramsci's Cultural Hegemony." Global Sociological Review, VII.II (2022): 217-222 Print.

OXFORD

    OXFORD : Shah, Bahramand, Riaz, Sana, and Khan, Raees (2022), "The Exploitation of Pakistani Social and Cultural Norms through Mass Media in the Context of Antonio Gramsci's Cultural Hegemony", Global Sociological Review, VII (II), 217-222

TURABIAN

    TURABIAN : Shah, Bahramand, Sana Riaz, and Raees Khan. "The Exploitation of Pakistani Social and Cultural Norms through Mass Media in the Context of Antonio Gramsci's Cultural Hegemony." Global Sociological Review VII, no. II (2022): 217-222. https://doi.org/10.31703/gsr.2022(VII-II).23