This second idea is more relevant to media studies. ISAs do not force but win peoples favour and consent as the dominant ideology. Hegemony is a way of determining how one social group maintains its power over other sub-ordinate groups. Hegemony means power and control. It is good in relation to genser, to explore issues surrounding masculinity and the way that the media represent this.
Masculinity is in crisis and has been going through significant changes.
The media has started to question what it is to be a man. Question the different ideologies of masculinity that are being constructed in the media. Ask yourself how they relate to the real world and how they compare with ideologies of femininity. In this topic a major issue will be the representations of ethnic groups and ethnicity. Central to the arguments about ethnicity is the idea that whites and non whites have fundamentally oposed natures.