Cultural hegemony : how ideologies on gender are propagated through the new media platform - YouTube Singapore

• Main Author: Ramachandran Palanisamy
• Other Authors: Sam Han
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Social sciences::Sociology::Family, marriage and women; DRNTU::Social sciences::Sociology::Social control
• Online Access: http://hdl.handle.net/10356/62341
• Institution: Nanyang Technological University

This paper looks at how dominant gender ideologies are (re)produced in the new media in Singapore, particularly in YouTube using Hall’s theory on encoding. A total of 388 videos were analyzed and 6 YouTube content producers were interviewed. Even though YouTube is made out to be an alternative to tr...