Lakhari

We are living in an era of multi-platform world, now media is more than an instrument of corporatocracy. One can propagate its own set of beliefs or ideas through a variety of mediums available like YouTube, face book, twitter and many other social interactive sites to create an impact on majority of audience using these mediums to receive and disseminate information. However, war of ideologies is continued unimpeded at new battle fields, to become dominant. Hegemony of media is varying if not fading in its nature in present era of multi-dominant ideas. As Kerlinger [i] and Luhman [ii] describe this fact as ‘multiple realities’ and ‘fluidity of meaning’ which then combine to make a broader picture, a dominant one, widely believed without any resistance. Now Hegemony is transferring to groups of similar minded people as there is great flux of ideas one replacing other, sometime every other day. However, mass media too regaining Hegemony by using these new technologies. The co