As we will explore in the next chapter, media scholars are often inter-ested in assessing how media content compares to the “real world.” Scholars are interested in the images of, say, women, or African Americans—and how these images may change over time—because they contribute to the ways we understand the roles of these groups in society. With the web and data, media and big corporations segment the audiences, deliver certain content and advertisings to certain groups of people via different channels. In the 19th century, hegemony came to denote the "Social or cultural predominance or ascendancy; predominance by one group within a society or milieu". The word has gained different meanings, for example in a scientific term, it refers to the process as well as the product. Supporters of Open Access keep that the transparency of communicative actions provided by the internet offers the most robust safeguard for Democracy. Hegemony is the political, economic, or military predominance or control of one state over others. Identity as Ideology: Understanding Ethnicity and Nationalism, MATERNAL MORTALITY IN RURAL NIGERIA AND ITS IMPLICATION FOR RURAL DEVELOPMENT IN THE 21ST CENTURY, The construction of the Black person in British media text and the ideological implications. There have been a wide range of types of textual criticism of media culture, ranging from quantitative content analysis that dissects the number of, say, episodes of violence in a text, to qualitative study that examines images of women, blacks, or other groups, or that applies various critical theories to unpack the meanings of the texts or to explicate how texts function to produce meaning. [online] Available at: Betty Lou Bredemus,
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