Fairclough (1992: 86) only presents the idea of “ideology” and “hegemony” in relation to social practice. He describes ideology as “service in the service of power” (Jørgensen et al., 2002: 75) and argues that a discourse can be almost ideological and create, recreate and modify power relations (Jørgensen et al. 2002: 27) Moreover, as Fairclough (2001: 2) points out, it is possible to focus on ideology in a content analysis because they appear to be “closely related to language, since the use of language is the most common type.
Ideology and power are closely linked (Fairclough 2001: 2), and in this way the idea of hegemony is firmly linked to ideology. Hegemony is characterized as “a particular way of conceptualizing power that insists, among other things, on how power depends on obtaining consent or at least acquiescence rather than just having the resources to use force. (Fairclough 2003: 45) practice and keep power; by coercion (force / brutality) or permission (authorization) (Fairclough 2001: 27-28).