The relationship between hegemony and engagement is engendered at different levels, both in theory and in praxis. These are concepts that cannot be reduced to communication, but which have a fundamental level in this sphere for their realization. The objective of this article is to understand the relationships between the concepts of engagement and hegemony in the context of mediatization and platformization. As specific objectives, we seek to demonstrate the ways in which communication structures and is structured by hegemony, the challenges for popular hegemony, the implications of mediatization and platformization processes for hegemonic processes and counter-hegemonic struggles. Methodologically, we centrally adopted critical theory and used the dialectical method. The essay form characterizes our writing method