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Regardless, Gramsci is able to explain precisely what the earlier Marxist were not able to that is the ‘“free consent” of the governed to the leadership of the governing classes under capitalism’ (Hall, 19).Hegemony and the media: Gramsci highlights the importance of certain institutions in particular mass media, as the ‘subject to production, reproduction and transformation of hegemony’ (Strinati, 1995: 168).
‘Public information, intercommunication and exchange’ of the ‘social knowledge’ in society now solely depends upon mass media (Hall, 190).
There is still a question as to why people would indisputably consent to let the dominant class control them, why would they agree to cultural and political consensus.
Gramsci answers this by suggesting that the subordinate group is not ‘ideologically indoctrinated’ but accepts the values and leadership of the dominant class since it also reflects their own interests (Strinati, 1995: 166; Hall, 19; Gitlin, 2003: 253).
According to Curran (1982: 227) like the medieval churches media bind different people together by promoting collective values and social solidarity; back then it was the Christian faith while now it is consumerism and nationalism through international sporting contests and consumer features.
He specially focuses on British media and how they promote collective identity through monarchy just like the Church.