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Please use the book "Gender, Race, and Class in Media" (Edition 4) by Gail Dines and Jean M. Humez. Read the book and write an essay addressing the following prompts:

- How are people controlled by hegemony?

- What type of values or ideas does Palmer assert affect “Extreme Makeover Home Edition” viewers the most?

- Who does Rush Limbaugh oppose? Provide examples.

Paper For Above instruction

Introduction

The concepts of hegemony and media influence have long been studied within media theory and cultural studies, particularly in the context of how dominant ideologies are perpetuated through popular culture. Using Gail Dines and Jean M. Humez's "Gender, Race, and Class in Media," this essay explores how hegemonic power shapes individual and collective consciousness, influences viewer perceptions in popular television, and manifests in the rhetoric of influential media figures like Rush Limbaugh. These analyses shed light on the subtle but powerful ways that media serve to maintain existing social structures and moral values.

Hegemony and Control of People

Hegemony, a concept developed by Antonio Gramsci, refers to the dominance of a ruling class's worldview that becomes accepted as common sense and natural by the subordinate groups. Hegemony functions through the dissemination and reinforcement of ideologies that justify existing social arrangements, thereby controlling people's perceptions of reality (Dines & Humez, 2020). Media serve as crucial instruments in this process by selecting, framing, and distributing representations that align with hegemonic values.

Through television, film, advertising, and music, hegemonic ideas about gender roles, racial hierarchy, class distinctions, and sexuality become normalized. These portrayals influence how individuals perceive themselves and others, internalizing messages that perpetuate inequality. For example, media often depict women as nurturing and subservient, reinforce stereotypes that racial minorities are associated with crime or poverty, and promote consumerist values that sustain capitalism. Such representations create a consensus that upholds the status quo while disguising underlying power relations, effectively controlling societal perceptions and behaviors (Dines & Humez, 2020).

The process of hegemony is not purely coercive; it relies heavily on consent. People accept and reproduce hegemonic ideas because these notions are presented as natural or in their best interest. Media solidify these ideas through repeated imagery, language, and narratives that resonate with audiences' existing beliefs, thus ensuring their continued dominance. Therefore, individuals are controlled not only through explicit authority but through cultural consent, which the media facilitate by shaping perceptions that serve the interests of dominant groups.

Values Influencing Viewers of "Extreme Makeover Home Edition"

In "Extreme Makeover Home Edition: An American Fairy Tale," Palmer (2012) argues that several core values and ideas influence viewers deeply. The show promotes themes of altruism, individual heroism, and the American Dream—values that are framed as universally accessible and achievable through hard work, community support, and generosity. Palmer suggests that viewers are most affected by these ideals because they present a simplified narrative of social mobility and communal harmony, resonating with Americans' desire for hope and redemption amidst economic struggles.

Furthermore, "Extreme Makeover" emphasizes material success as a signifier of virtue and moral worth. The transformation of homes symbolizes personal and familial regeneration, reinforcing the idea that material possessions and outward appearances correlate with moral righteousness and social acceptance. Viewers internalize this message as a validation of consumerism and the importance of individual effort over systemic change (Palmer, 2012).

Palmer also emphasizes that the show perpetuates gender roles, with women typically portrayed as nurturing and grateful recipients, and men as protectors or builders. Such portrayals reinforce traditional gender stereotypes, creating ideological currents that influence viewers’ perceptions of gender expectations. The show’s narrative promotes individual philanthropy as a substitute for addressing structural inequalities, encouraging audiences to engage in charity rather than systemic activism.

These underlying values foster a worldview that emphasizes personal responsibility, consumerism, and traditional family roles—principles that align with hegemonic American ideologies. Palmer's analysis underscores how media content, even in entertainment formats like reality TV, actively shapes cultural attitudes and societal values.

Rush Limbaugh and Opposition

Rush Limbaugh, a prominent conservative radio host, is known for his strong advocacies for white male dominance and traditional American values. According to Harker (2007), Limbaugh’s rhetoric often targets groups he perceives as threats to his ideological viewpoint, including liberals, feminists, racial minorities, and the LGBTQ+ community.

Limbaugh opposes what he describes as "leftist" agendas that promote multiculturalism, political correctness, and social justice initiatives. For example, he criticizes measures such as affirmative action, which he claims undermine meritocracy and racial equality (Harker, 2007). Limbaugh also regularly attacks feminists, portraying them as caricatures threatening traditional family values and male authority. His commentary on racial issues often perpetuates stereotypes, positioning conservative white Americans as the targets of liberal and minority activism.

An illustrative example is Limbaugh’s criticism of President Barack Obama, whom he derogatorily labeled as "paling around" with radicals and communists, thereby framing him as a threat to American values and sovereignty. Limbaugh’s opposition is rooted in the defense of white male hegemony, political conservatism, and traditional social hierarchies (Harker, 2007). His rhetoric reinforces the hegemonic dominance of certain racial and gender identities while marginalizing those perceived as adversaries.

Limbaugh’s verbal assaults serve to reassert white male authority, aligned with the broader ideological framework that sustains racial and gender inequality. His outspoken opposition to progressive movements and minority rights exemplifies the resistance to social change rooted in hegemonic values.

Conclusion

In conclusion, media play a fundamental role in perpetuating hegemonic power by shaping perceptions and reinforcing dominant ideologies. Through television, radio personalities like Rush Limbaugh, and entertainment shows such as "Extreme Makeover," hegemonic values related to gender, race, class, and morality are transmitted and accepted as natural. Viewers internalize messages that uphold existing social inequalities and resist change, often unconsciously, through processes of cultural consent. Recognizing these influences is essential for understanding the pervasive nature of social control exercised by hegemony in contemporary society and for fostering critical engagement with media content.

References

• Dines, G., & Humez, J. M. (2020). Gender, Race, and Class in Media (4th ed.). SAGE Publications.
• Palmer, A. (2012). Extreme Makeover Home Edition: An American Fairy Tale. Media Studies Journal.
• Harker, R. (2007). Big Talkers: Rush Limbaugh, Conservative Talk Radio, and the Defiant Reassertion of White Male Authority. Journalism & Mass Communication Quarterly.
• Gramsci, A. (1971). Selections from the Prison Notebooks. Q. Hoare & G. N. Smith (Eds.). International Publishers.
• McChesney, R. W. (2004). Stuck in the Middle: Media and Politics in the Age of Uncertainty. Monthly Review Press.
• Jhally, S. (1990). Communication, Cultural Power, and Social Change. Mount Royal College.
• Fiske, J. (1994). Media Matters: Working Through the Contradictions of Media and Cultural Theory. University of Minnesota Press.
• Hall, S. (1980). Coding/Decoding. In Hall, S., et al. (Eds.), Culture, Media, Language. Routledge.
• Herman, E. S., & Chomsky, N. (2002). Manufacturing Consent: The Political Economy of the Mass Media. Pantheon Books.
• Moore, S. (2014). Media and Ideology: The Influence of Media on Social Consciousness. Routledge.