The "Yes Men"'s critique of media is regarding large coporations' creations of "false realities" to sell their product and maximize their profit while not having to disclose the shady inner-workings of their operations. They create these realities by using social/political issues tied with strong emotional responses to convince the consumer the corporation cares/is affiliated with that cause and increase the likeliness of the consumer buying their product.
The "Yes Men"'s pranks break-down and analyze the workings of the media by providing an exaggerated, satirical rendition of a media issue that ultimately brings more public attention to it.
I would say that the TCS 2 concept most aligned with their work is Hegemony. Although the corporations are creating a disconnect between the appearance of their products to the actual reality, the consumer's willingness to blindly accept the reality created by these corporation makes them "party to their own oppression." It is not that the corporations are so good at weaving these false realities that we are unable to detect them, but that we choose to overlook them.
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