Hegemony - The 'A Grade Concept'

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Hegemony - The 'A Grade Concept'

- The dominant ideologies are the rules we accept in society; listen to our teacher, wear clothes, wait in queues
- Hegemony is the power which is exerted over us through consent not through force
- We follow systems of control all of the time; we queue when we go to the canteen


Judith Butler - Gender Theory

Sex is what you are born as whereas gender is a performance.

Lisbet Van Zoonen - Feminist Theory

- The idea that gender is constructed through discourse and that its meaning varies according to cultural and historical context
- The idea that the display of women bodies as objects to be looked at is a core element of western patriarchal culture
- The idea that in mainstream culture the visual and narrative codes that are used to construct the male body as spectacle differ from those used to objectify the female body

Patriarchal Hegemony

A form of hegemonic control is women being expected to wear makeup.
 The side bar on the Mail Online shows the top stories of the day.  The images that have been selected are very heavily sexualised and the lexis manipulates the audience and has anchorage to see her as a sexual object. It sounds a bit pornographic and is a little pervy. the use of the word 'flaunts' suggests she wants to show it off. It suggests that the target audience should look like this, and suggests a hegemonic standard of how women should look. this cultivates the ideology that women should look a certain way



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