Media literacy and hegemony: A textual analysis of the promotional materials offered by the Media Literacy Movement

We are living in a society where the commercial imperative of the mass media rather than the public interest is shaping our cultural environment. In response to the deleterious consequences of this phenomenon, many educators, parents, and community and religious groups are promoting the teaching of media literacy. This study looks for signs of hegemonic containment within the Media Literacy Movement, and delineates why an understanding of the political-economic implications of media institutions is vital in developing an effective media literacy program. The study concludes that the diversity found in the promotional texts of the Media Literacy Movement generally reflects the diversity of the political spectrum of our society. Some signs of hegemonic containment are observed in the politically centrist and conservative organizations.