Hegemony / Patriarchal Hegemony

The idea of agreeing of ideologies through consent.
This can come through authority
We live in a meritocracy, where everything is based off of merit and qualifications.
This can also lead people to want to gain cultural capital / power / money, making use of hegemony and power other others because that is the assumed state of power and hierarchy.

Cultural Hegemony - Our rules that we do through consent - AKA Football, Roast Dinners
"Religion is the opiate of the masses"
Religious Hegemony
Patriarchal Hegemony

The Beauty Myth
Neoliberailsm
Racial Hierarchies
Generic Hegemony
Political Hegemony

One way in which this product reinforces hegemonic norms is...

 Females are often sexually attractive in media products while men do not always have to be, patriarchal hegemony

John Berger - Men act and women appear - men have control but women are just there to look nice
Naomi Wolf - The Beauty Myth - The idea that certain things are beautiful

Humans reinforces this - Anita and Laura are binary oppositions. Anita is supposed to be hegemonically attractive. Laura looks tired and hegemonically less attractive. Gilroy and post-colonialism. Anita having sex with Joe reinforces a stereotype, patriarchal hegemony, and ethnic hegemony.

Tide - From the 50s and has a lot of hegemonically reinforced standards for women, beauty standards and cultural standards, such as being called the 'Housewife', and is hegemonically attractive. "Washes whiter than any other". There are racist connotations here.

Racial Hegemony in Formation
Zoella is cultural hegemony  - reinforces beauty standards

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