J 201 Lecture 4: Struggle For Hegemony (Day 4)

• School: University of Oregon
• Department: Journalism
• Course: J 201
• Professor: Alilunas P

Document Summary

Successful hegemony is constantly aware of potential threats / consequences. **it is extremely difficult for a hegemony to achieve naturalization. How to build hegemony in 5 easy steps: build & maintain useful alliances. a. Involves politics (kinda hard; deals w/ washington dc politics) a. i. Disney"s copywrite on mickey mouse was set to expire in 1984 b. i. 1. In 1970s, disney lobbied congress to change law; changed to 2003 b. i. 1. a. 1990s, lobbied to extend law to 2023 b. i. 1. a. i. Kid rock"s songs w/ national guard & chevy: use coercion to establish authority, persuade someone w/ force a. i. More consent = less force needed: relentlessly engage in discursive closure, close off discourses a. i. 15 minutes or less a. i. 1. a. vii. must use paramount products: obfuscate & dismiss contrary discourses, obfuscate = to hide, produce discourses that advance hegemonic discourses b. i. I view us as a brand, not a band will. i. am c. regulate discursive shifts to favor hegemonic interests c. i.