The media plays a pivotal role in defining the world and providing models for appropriate behavior and attitudes. Ideology has a link with concepts such as belief system, worldview and values, but is broader in context. The media is considered to be an avenue through which dissemination of ideology takes place. Hence, this is one reason why the media is often a subject of political debate. The media is deemed a root of social evils and problems. In his campaign trail of 2000, President George W. Bush alleged that school violence was due to “dark dungeons of evil on the internet” (Kornblut and Scales cited in Croteau & Hoynes 2003). Also, politicians from across the political realm blamed violent video games for the tragic shootings at Colorado Columbine High School in 1999. The media thus is perceived to sell both ideas and products and this paper will discuss how the media effectively achieves this by paying attention to ideology and hegemony. As shown by Marx and Frankfurt, ideology yields positive results by indicating that social power is operational via the cultural realm of society. People are grouped into social networks of oppression and subordination by ideological systems (Cottle 2000). Marxists often talk of ideology as a belief system used by those in power to justify their actions though distortion and misrepresentation of reality. Media uses ideology as a means to define and explain the world, and make value inferences on this world. Ideology in media does not focus on specific activities shown in newspapers, songs, or movies, rather it is interested in the broader system made up by such activities. Compatibility of images and words in a certain media text, thoughts and definitions of cultural and social issues are fundamental in ideological analysis (Croteau & Hoynes 2003). Despite the fact that mass media texts are comprehended ideologically as means of communication that have a higher regard for some set of ideas and not others, an explicit description of media ideology remains limited. Hegemony on the other hand deals with predominant influence of one group over other groups/group. Fiske defined hegemony as “exertion of a nation’s ideological and social, rather than military or coercive, power over another nation” (Fiske 1998, 310). In contemporary cultural society, hegemony is the dynamic means used by a dominant class to obtain and win the consent of the subordinate class. Ideology is very powerful because it is the means through which dominance of hegemonic institutions is gained. Therefore, consent should be won and re-won because courageous individuals may possess alternative ideologies that make them rebellious to hegemonic ones. Ideology, therefore, is integral in enabling a ruling, hegemonic institutions propagate the required consent for dominance. Media texts are seen as fundamental sites to basic social norms. This is because they play a role in depicting appropriate roles of men and women, employers and their employees, and parents and children. By so doing, the media disseminates the ideologies governing roles by various kinds of people. Ideology is fundamental in reinforcing perceptions and ideas in the minds of the audiences but, for it to have the powerful effect of changing these perceptions