As part of large, complex social structures, media organizations exist in constantly shifting
relationships with each other, with the societies within which they work and with the internal
and external audiences with which they communicate. The role of indigenous media groups in
hegemonic processes, then, cannot be seen as monolithic or monologic, as some scholars have
suggested. An examination of Inuit videography groups reveals that media organizations support
or resist hegemonic pressures differentially; some work ‘within the system’
to further worthwhile aims, while others struggle against hegemonic coercion in an effort to
expose that coercion and foster alternative power structures. Any models relating to the role of
media in hegemony must reflect the heterogeneous stances and discursive relationships adopted by
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