Looks like those American Studies classes are about to pay off...
Gramsci, Antonio (1891 - 1937)
Italian Marxist theorist. Gramsci's observations of the rise of fascism amongst the Western European working-class laid the groundwork for his revolutionary theories of hegemony. This is a concept predicated on the idea that a dominant group in society aims to win the consent of subordinate groups in society through a process of intellectual and moral leadership. Cultural theorists have applied this concept in their scholarly study of popular culture, and the manner in which hegemony is played out and negotiated amongst groups of varying socio-cultural backgrounds.
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