News reporting is a site for hegemonic control. Hegemony is "the process of domination, in which one set of ideas subverts or co-opts another"(Littlejohn 1999, 229). In this process, the dominant ideology is presented as the "universal" ideology. However, this ideology must not be perceived as being unduly imposed. Rather, it must be seen as "the natural scheme of things." The process is also marked by "resistance" and "negotiation" with opposing ideologies.