Article by Mediaknowall
HEGEMONY = A major influence that a group has over others e.g. ‘…we are encouraged and coerced into agreeing with the hegemony of Hollywood’
What this means in modern terms is that we, a culturally diverse society (different religions, nationalities, opinions) are dominated (ruled) by one social class (the mass media).
According to Gramsci, the mass media manipulates and shapes our societal culture (beliefs, explanations, perceptions, values) so that its ruling-class worldview (the worldview the mass media wants you to see), is imposed as the norm.
For example, if we see something one way enough times (beautiful, thin, sexy, young etc.) – we accept it as normal - it is perceived as a universally valid ideology and the status quo (This is also known as the Culmination theory).
While it is presented as beneficial to all of society (e.g. it will bring you happiness) – Gramsci would argue that it actually benefits the ruling class (the mass media - $$$$$$).
Demonstrate an understanding of hegemony by responding to at least one of these questions:
· Is Gramsci’s model of cultural hegemony still true? Give examples.
· Are we all trapped by cultural hegemony? Give examples
· Is the Oscars an example of hegemony? Give examples