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Authors: Manal Yassin Elsayed Eissa
Keywords: hegemony, language, culture, ads, Gramsci
Abstract: Abstract
‘Cultural Hegemony’, as an ideology, implies the supremacy of one group, over another which inevitably leads to domination over other cultures. Despite the considerable production of critical output that has been produced on the subject of study, it still lacks further academic scrutiny. The present research investigates ‘Cultural Hegemony’ through the overwhelming and fascinating advertisements of worldwide brand names. Such ads measure the extent of stronger institutions, and thereby governments, over less powerful ones culturally, socially, politically as well as economically. This task of the researcher will be accomplished both analytically and critically, through the exploration of selected commercials like McDonalds’. Marlborough’s or Coca Cola’s – all standing for stark examples of popular iconic brands throughout the world. For example, the researcher will detect recurrent words, phrases or slogans, combining them together and reading in between their lines to highlight their strong cultural implications. In addition, the term ‘‘Cultural Hegemony’ will be viewed in relation to theories like Antonio Gramsci’s. In his essay, The Intellectuals, written between 1929 and 1935, Gramsci describes the power of ideologies to re-shape the social ladder through educational institutions. In reality, Gramsci elaborates on the role played by a defective educational system that is responsible for generating an attitude of submission or an air of consent among the public – the typical example of cultural hegemony. At the end, based on a thorough analysis of a literature review and a careful selection of an authentic material, the researcher probes into details to clarify this momentous issue. Finally, the expected output will hopefully function as an alarming voice, mirroring the supposed validity of the aforementioned ideas for the reader’s awareness of ‘hegemony’ that finds its best expression in the fake propaganda of selected ads with their bewildering, fascinating yet false effect on the recipient.
Key Words: cultural hegemony, commercial ads, domination, Antonio Gramsci, education.
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