Ideologie,kultuur en hegemonie: Toerusting vir media-ontleding

SUMMARY

This paper has four aims. The first is to present the major tenets of an emergent paradigm in cultural studies by critically outlining the three main concepts of that paradigm, viz., ideology, culture and hegemony; secondly, to relate this paradigm to concerns in communication and media studies; thirdly, to establish some connections between this paradigm and some recent work done in this area in SA; and finally to indicate some of the new directions this paradigm is taking in current social theorizing.