J 201 Lecture Notes - Lecture 3: Sports Illustrated Swimsuit Issue, Antonio Gramsci, Unapologetic
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12 Feb 2018
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JOURNALISM-J201 Lecture 3 Notes
●Power
○Capacity to control meaning is essential for making and maintaining power
●Hegemony
○A cultural condition in which certain ideologies are accepted as “common
sense.” (Things that are accepted as common sense) Requires constant
maintenance and is in a permanent state of tension and change. NEVER STABLE!
Those in power will alter its definitions and boundaries if it serves them.
○Following what everyone else is doing
○It is human nature to follow others
.
○Normal
or Natural
= HEGEMONY
○Example:
■People in the elevator.
■Picture of guy with tattoos
●Describe him as:
○Risk-Taking
○Tough
○Suspect
■Oil
●Condition of hegemony in our culture
●Use it to power cars
●We accept that gigantic refineries such as this one (picture of oil
thing)
●NOT
WITHOUT a state of constant tension and change and anxiety
■Playboy
●For decades it had a relatively simples business model
○Selling upper class ideology to straight white men
○Photographs with women without clothes on
○They changed it in 2016 = not completely naked
○But in 2017 = naked again (“normal”)
■Barbie
●Unapologetic = “Embrace who you are”
●Barbie was the cover model of a Sports Illustrated swimsuit issue
●CRINGE
●Hegemonic legitimacy is created when dominated groups consent to domination by
more powerful groups.
○Antonio Gramsci (consent to domination)
■Came up with this theory when he was in prison where he died.