1. Cultural Hegemony

2. Antonio Gramsci Like Althusser, he thought ideology was not so directly related to economics but a human process Devised term Hegemony

3. Hegemony A section of society has authority over the rest through consent, not force Ruling class ideologies seen as universal with benefits to all Building, maintaining and subverting common-sense world views

4. The Struggle of Hegemony Hegemony is temporary An alliance between social groups (for benefit of one whilst duping other) This alliance must be fought for and won Culture itself then is a struggle over meaning – subordinate group must agree with dominant Why would they do this?

5. Because… Ideas of the ruling class seen as normal or taken for granted Common sense itself become site of ideological struggle What is seen as common sense? Why? How? What might be some “sites of ideological struggle?”

6. Roland Barthes Myth = making something seem natural at the level of connotation (sign = picture of wine, signified = alcoholic drink from grape) Mythical signified = wine is great. The connotation has changed) In groups define some more myths, break it down as above

7. Stuart Hall Media appear to reflect reality but actually construct it Mass media do reproduce ideas which serve the interests of the ruling class, The news defines events, Primary definers: accredited sources in government and other institutions. Media reinforce a consensual viewpoint by using by claiming to voice public opinion

8. Activity Think now about Hegemony and Myth, what sort of situations etc may these occur and through which ‘sites’? Design a new poster or add to your previous Class posters showing hegemony in action