After the “information revolution” gave rise to numerous concepts, it also restructured many elements, including those of the communication process itself, as well as the mechanisms for addressing the public, influencing public opinion, and constructing mental images making media the ultimate “weapon” of the era. This, in turn, produced a new reality in the ways events are handled and in the relationships between societies, bringing forth concepts such as intellectual invasion, cultural domination, soft power, and others that fall within the realm of influence, persuasion, and change without the need for violence or its traditional manifestations. This research paper aims to delve into the convergence between the aforementioned concepts, focusing primarily on the notions of “soft power” and “cultural hegemony” through a theoretical approach that thoroughly examines each and identifies the epistemic points of intersection between them.

Media Influence, soft power, cultural hegemony.