Lesson 3 –

Cultural Hegemony (Antonio Gramsci )

Learning Outcomes• To know that hegemony is a form of dominant ideology.

• To understand that hegemony is used to maintain power in society.

• To be able to identify hegemonic values in media texts.

What is an ideology?

Antonio Gramsci• Gramsci theorised that there is a dominant ideology in society.

• This dominant ideology is designed to help those in power maintain their control over society.

• This power, as well as being political and economic, is also cultural. He called this dominant ideology cultural hegemony.

Antonio Gramsci• Cultural hegemony serves the interests of the power bloc (ruling class), and perpetuates their dominance over the rest of society.

• The theory claims that the ideas of the power bloc come to be seen as the norm; they are seen as universal ideologies, perceived to benefit everyone whilst only really benefiting the ruling class.

Hegemony is all about CONSENT

• Modern hegemony can be seen in mass media messages and representations which we accept and consume on a daily basis.

• This then empowers the ruling class or power bloc. Our acceptance reinforces their power.

• These media texts are called hegemonic forms.

E.g. Cosmopolitan promotes the same hegemonic values every issue. What are they? What is the dominant ideology being perpetuated?

E.g. Cosmopolitan promotes the same hegemonic values every issue. What are they? What is the dominant ideology being perpetuated?

E.g. Cosmopolitan promotes the same hegemonic values every issue. What are they? What is the dominant ideology being perpetuated?

The magazine perpetuates traditional views and stereotypes of femininity.

It therefore serves the interests of the power bloc (male-dominated).

We live in a patriarchal society = male-led and male-dominated

https://www.youtube.com/watch?v=_wxOkukIWFs

• Examples of hegemony in pop culture…

• Take notes on what dominant ideologies are being promoted.

https://www.youtube.com/watch?v=TV7IdCPs_FY

• Girls Beware is a trilogy of tragedies brought about by teenage girls' attempts at independent behaviour…

https://www.youtube.com/watch?v=EDxmzCVFLu8

• White coat lady!

What is hegemony and how do media texts promote hegemonic values?

• 1,000 words.

• Try to use your own examples of media texts to support your argument.

• Analyse these examples in relation to the question.

• Due Mon P1

What is hegemony and how do media texts promote hegemonic values?

What is hegemony and how do media texts promote hegemonic values?

• 1,000 words.

• Try to use your own examples of media texts to support your argument.

• Analyse these examples in relation to the question.

• Due Mon P2.

What is hegemony and how do media texts promote hegemonic values?