SOC 105 Lecture 4: SOC105 lecture 4 part 2
28 Jun 2018
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SOC105
Lecture 4 part 2
Building hegemony includes these processes:
- Distraction, confusion and deception
Climate change, oil companies discredit crisis and try to confuse people
Can convince people of untruths or confuse them into not knowing what to believe
Fake news
“thank you for smoking” clip
“truthiness”- Colbert
- Creating doubt
“sugar coated”
- Transformism- incorporating/co-opting dissent
Idea that popular culture in society produces resistance
People can think/resist
“school or rock”- “the man” clip
Advertising and hegemony
- The construction of consumers
Ewen- “captains of consciousness”
- The creation of parallel worlds
John Berger- ‘ways of seeing’
Where is his world we are seeing thousands of images per day
Publicity creates glamour- images photo shopped to us are not real, we are
excepted to want to look like ads
- The creation of Glamour and Envy
Berger’s “ways of seeing”
Personal failings and redemption
Dreams and desires- we can all be rich and famous
Paul Potts- DT commercial
Selling/advertising Britain’s Got Talent
Advertising hope/selling experience
Selling inspiration- depicting everyday man doing something extraordinary
Selling transformation- man will have success, fame, status
Appears to be instantaneous
Hegemony
- Aims to allow dominant groups to build leadership, consensus or cooperation
- Process of attempting to absorb and transform challenges of alternative and oppositional
voices
- Ongoing sites where contestation and negotiation occur- we are not robots
- Never complete
- Create leadership and consensus
- Always an active process in repair because society is always throwing up challenges
ii. Hegemony must be adaptable
find more resources at oneclass.com
find more resources at oneclass.com
- To be successful, hegemony has to be flexible enough to accommodate and incorporate a
small range of different viewpoints:
- Oppositional viewpoints: represent experiences of subordinated groups against those of
the powerful
- Alternative viewpoints: blend of elements of dominant and oppositional viewpoints
American ruling class
- Took series of minimum wage and living on minimum wage then wrote a book on
struggling on minimum wage working poor giving time for us to live cheaper
The building of hegemony also includes:
- Limiting the boundaries of what is imaginable and counter hegemonic representations
attempt to enlarge our imaginations
Mondragon cooperative- MCC
Region of Spain
Worker owned factories
Workers own, run factories, workers in control
Have Universities where they teach cooperative values
Own schools, insurance, health service etc.
Democratic capitalism, not one owner
Cooperative bank provide people with working ideas, money
Rare failures
Make everything from robots to hangers
Feminist views
- Women are under-represented in key ways, suggests men are the cultural standard and
women are insignificant
- Men and women are portrayed in ways that reflect and perpetuate stereotypical views of
gender and hegemonic masculinity, women are shown as needing to be rescued by a male
- Depictions of male-female relationships emphasize traditional sex roles and normalize
violence against women
- Killing us softly 4 video
Media analysis of women and what conveys women
What are the theoretical perspectives on the mass media?
Interactionist view
- Theorists examine media on the micro level to see how they shape day-to-day behaviour
Mass media source of daily activity
Serves virtually as a primary group- source of friendship network
- Use of symbols to convey definitions of social reality
- Interactionists do micro analysis of media
- When people sit around and talk about things they watched, looking at how media serves
as friendship networks
- Looks at how symbols convey meaning and how we interpret meaning
- Power of mass media encourages political leaders and entertainment figures to carefully
manipulate their images through public appearance called photo opportunities
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Climate change, oil companies discredit crisis and try to confuse people. Can convince people of untruths or confuse them into not knowing what to believe. Idea that popular culture in society produces resistance. Where is his world we are seeing thousands of images per day. Publicity creates glamour- images photo shopped to us are not real, we are excepted to want to look like ads. Dreams and desires- we can all be rich and famous. Selling inspiration- depicting everyday man doing something extraordinary. Selling transformation- man will have success, fame, status. Aims to allow dominant groups to build leadership, consensus or cooperation. Process of attempting to absorb and transform challenges of alternative and oppositional voices. Ongoing sites where contestation and negotiation occur- we are not robots. Always an active process in repair because society is always throwing up challenges: hegemony must be adaptable.
