The Concept of Hegemony in Media Advertisement
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... Concept of Hegemony in media advertisement Introduction The term hegemony refers to dominance, which is indirect in form. It may be visible in instances where a state leader (hegemon) may impose differently implied forms of power, instead of decreeing direct army force (Hassig, 1994, 23-24). In ancient Greek civilisation, hegemony referred to the dominance of one city-state over another city-state, using political and military dominance. In the more recent times, 19th century, hegemony implied dominating power of one nation over others (Bullock and Trombley, 1999, 387-388). The 20th century hegemony was the era of cultural hegemony, where through careful manipulation of social values, there was...