Cultural Hegemony
<ul><li>Antonio Gramsci </li></ul><ul><li>Like Althusser, he thought ideology was not so directly related to economics but...
Hegemony <ul><li>A section of society has authority over the rest through consent, not force </li></ul><ul><li>Ruling clas...
The Struggle of Hegemony  <ul><li>Hegemony is temporary </li></ul><ul><li>An alliance between social groups (for benefit o...
Because… <ul><li>Ideas of the ruling class seen as normal or taken for granted </li></ul><ul><li>Common sense itself becom...
Roland Barthes <ul><li>Myth  = making something seem natural at the level of connotation  </li></ul><ul><li>(sign = pictur...
Stuart Hall <ul><li>Media appear to reflect reality but actually construct it </li></ul><ul><li>Mass media do reproduce id...
Activity <ul><li>Think now about Hegemony and Myth, what sort of situations etc may these occur and through which ‘sites’?...
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Cultural Hegemony

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Cultural Hegemony

  1. 1. Cultural Hegemony
  2. 2. <ul><li>Antonio Gramsci </li></ul><ul><li>Like Althusser, he thought ideology was not so directly related to economics but a human process </li></ul><ul><li>Devised term Hegemony </li></ul>
  3. 3. Hegemony <ul><li>A section of society has authority over the rest through consent, not force </li></ul><ul><li>Ruling class ideologies seen as universal with benefits to all </li></ul><ul><li>Building, maintaining and subverting common-sense world views </li></ul>
  4. 4. The Struggle of Hegemony <ul><li>Hegemony is temporary </li></ul><ul><li>An alliance between social groups (for benefit of one whilst duping other) </li></ul><ul><li>This alliance must be fought for and won </li></ul><ul><li>Culture itself then is a struggle over meaning – subordinate group must agree with dominant </li></ul><ul><li>Why would they do this? </li></ul>
  5. 5. Because… <ul><li>Ideas of the ruling class seen as normal or taken for granted </li></ul><ul><li>Common sense itself become site of ideological struggle </li></ul><ul><li>What is seen as common sense? </li></ul><ul><li>Why? </li></ul><ul><li>How? </li></ul><ul><li>What might be some “sites of ideological struggle?” </li></ul>
  6. 6. Roland Barthes <ul><li>Myth = making something seem natural at the level of connotation </li></ul><ul><li>(sign = picture of wine, </li></ul><ul><li>signified = alcoholic drink from grape) </li></ul><ul><li>Mythical signified = wine is great. </li></ul><ul><li>The connotation has changed) </li></ul><ul><li>In groups define some more myths, break it down as above </li></ul>
  7. 7. Stuart Hall <ul><li>Media appear to reflect reality but actually construct it </li></ul><ul><li>Mass media do reproduce ideas which serve the interests of the ruling class, </li></ul><ul><li>The news defines events, </li></ul><ul><li>Primary definers: accredited sources in government and other institutions. </li></ul><ul><li>Media reinforce a consensual viewpoint by using by claiming to voice public opinion </li></ul>
  8. 8. Activity <ul><li>Think now about Hegemony and Myth, what sort of situations etc may these occur and through which ‘sites’? </li></ul><ul><li>Design a new poster or add to your previous Class posters showing hegemony in action </li></ul>
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