In the Gramscian view, the bourgeoisie are successful in projecting their view of the world as 'natural' and 'common sense', 'taken for granted', 'legitimate', although in fact it serves only their interests. Their view becomes the consensus view. Hegemony is potentially always threatened. It can only be maintained by the consent of the subordinate classes. The subordinate can pose a challenge to hegemony and the consensus may be broken.
Society is seen therefore as a constant struggle between ideologies competing for hegemony.
The media, from this viewpoint, are seen as playing a vital r le in constructing the consensus.