Hegemony OnlineHegemony OnlineThe Quiet Convergence of Power,The Quiet Convergence of Power,

Culture, and ComputersCulture, and Computers

byby

Michael D. Dorsher, Ph.D.Michael D. Dorsher, Ph.D.

Assistant Professor, Department of Communication and JournalismAssistant Professor, Department of Communication and Journalism

University of Wisconsin-Eau ClaireUniversity of Wisconsin-Eau Claire

AbstractAbstract This dissertation study uses qualitative methods to develop a theory of how online communication mediates the relationship between power and culture. It then tests this theory of hegemony online with quantitative methods applied to a survey of 137 Internet users.

The study finds that most users of online communication spend most of their time on hegemonic Web pages. Specifically, it concludes that subjects who are less alienated from society, low on e-mail usage and high on Web usage are most likely to choose Web pages that are highly hegemonic.

Research QuestionsResearch Questions

How does online communication mediate the How does online communication mediate the relationship between power and culture? relationship between power and culture?

Which variables best predict the usage of hegemony Which variables best predict the usage of hegemony online?online?

DefinitionsDefinitions HegemonyHegemony

An iterative process whereby people in power deepen their An iterative process whereby people in power deepen their dominance by using culture to dominance by using culture to negotiate for the consentnegotiate for the consent of of the subjugated. the subjugated.

CounterhegemonyCounterhegemony An alternative process whereby people attempt to gain An alternative process whereby people attempt to gain

dominant power by countering, co-opting and dominant power by countering, co-opting and compromising dominant culture. It is compromising dominant culture. It is not the oppositenot the opposite of of hegemony; it is merely someone else's hegemony — one hegemony; it is merely someone else's hegemony — one that has not yet become dominant. that has not yet become dominant.

PluralismPluralism The sharing of power among groups in society. It is the The sharing of power among groups in society. It is the

opposite of hegemony opposite of hegemony andand counterhegemony. counterhegemony.

DefinitionsDefinitions

CyberneticCybernetic A system that uses continuous feedback to control and A system that uses continuous feedback to control and

progressively correct unsatisfactory actions. progressively correct unsatisfactory actions.

Hegemony onlineHegemony online A cybernetic process whereby people in power deepen A cybernetic process whereby people in power deepen

their dominance by using online communication to their dominance by using online communication to negotiate for the consent of the subjugated. negotiate for the consent of the subjugated.

HypothesesHypotheses Most of the study's subjects will spend most of their Most of the study's subjects will spend most of their

online time using hegemonic Web pages. online time using hegemonic Web pages. The longer they use an online page or message, the The longer they use an online page or message, the

higher they'll rate it. higher they'll rate it. Online Online countercounterhegemony usage will be higher if they hegemony usage will be higher if they

are nonwhite. are nonwhite. Online hegemony usage will be higher among men Online hegemony usage will be higher among men

than women.than women. Online hegemony usage will be higher the more they Online hegemony usage will be higher the more they

rate toward the masculine end of the gender scale. rate toward the masculine end of the gender scale. Online hegemony usage will be higher the Online hegemony usage will be higher the lowerlower

they rate on the alienation scale. they rate on the alienation scale.

The SampleThe Sample

137 volunteers137 volunteers 106 undergraduates from U. of Md., American U., Howard U.106 undergraduates from U. of Md., American U., Howard U. 87 whites, 16 blacks, 6 Asians, 3 Asian-Americans, 3 Hispanics87 whites, 16 blacks, 6 Asians, 3 Asian-Americans, 3 Hispanics 90 women, 47 men90 women, 47 men 72 “feminine” on Bem Sex Roles Inventory, 65 “masculine”72 “feminine” on Bem Sex Roles Inventory, 65 “masculine”

How they spent time onlineHow they spent time online

75.4% of the time spent on the Web (993 pages), 75.4% of the time spent on the Web (993 pages), 24.6% on e-mail (162 messages)24.6% on e-mail (162 messages) 13.9% spent on Web surfing for “personal information”13.9% spent on Web surfing for “personal information” 12.2% on newspaper Web sites12.2% on newspaper Web sites 11.8% writing e-mails11.8% writing e-mails 11.4% on sports Web sites11.4% on sports Web sites 9.1% reading personal e-mails9.1% reading personal e-mails

… … 0.3% responding to Web ads0.3% responding to Web ads

Negotiated HegemonicNegotiated Hegemonic

Closed HegemonicClosed Hegemonic

PluralismPluralism

Closed CounterhegemonicClosed Counterhegemonic

Negotiated CounterhegemonicNegotiated Counterhegemonic

Hegemony Online, by AlienationHegemony Online, by Alienation

Multiple RegressionMultiple Regression

Model Summary(b)

Model R R Square Adjusted R Square Std. Error of the Estimate

1 .297(a) .089 .066 6.0787

a Predictors: (Constant), WHROUTLG, ALIENATN, EHROUTLG

b Dependent Variable: HEGSCORE

Multiple RegressionMultiple RegressionCoefficients(a)

  

Unstandardized Coefficients Standardized Coefficients

t Sig.

Model B Std. Error Beta

1

(Constant) 5.368 1.369   3.922 .000

ALIENATN -2.764 1.184 -.205 -2.335 .021

EHROUTLG -3.365 1.615 -.197 -2.083 .039

WHROUTLG 2.909 1.524 .180 1.909 .059

a Dependent Variable: HEGSCORE

ConclusionsConclusions

There is support for the theory that online There is support for the theory that online communication mediates power and culture to communication mediates power and culture to yield hegemony online.yield hegemony online. i.e., online communication is better at concentrating i.e., online communication is better at concentrating

power than redistributing it. power than redistributing it.

The manifestation of hegemony online will The manifestation of hegemony online will continue to evolve and be negotiated through continue to evolve and be negotiated through cybernetics, a process of control and correction.cybernetics, a process of control and correction.

Limitations of the StudyLimitations of the Study

Convenience sample, mostly comprising studentsConvenience sample, mostly comprising students But they are the vanguard of the online audience.But they are the vanguard of the online audience. The hypotheses were theory-based, not derived from data.The hypotheses were theory-based, not derived from data.

The data do not support five of my 14 hypotheses.The data do not support five of my 14 hypotheses. Should have oversampled for users with their own home Should have oversampled for users with their own home

pages and users who shopped online.pages and users who shopped online.

The study tests for the existence of hegemony The study tests for the existence of hegemony online but not the cybernetic process of deepening online but not the cybernetic process of deepening dominance.dominance.

Future ResearchFuture Research

There is a need for longitudinal studies of online There is a need for longitudinal studies of online communicationcommunication To assess how it evolves in negotiation with its users, To assess how it evolves in negotiation with its users,

and to assess how it affects subjugation/alienationand to assess how it affects subjugation/alienation

These studies should be generalizable, by These studies should be generalizable, by drawing upon random samples that reflect the drawing upon random samples that reflect the universe of online communication and its users. universe of online communication and its users.