Cultural Hegonomy

Cultural hegemony, a concept developed by Italian scholar and activist Antonio Gramsci, refers to domination, or rule, achieved through ideological (cultural) means. The term refers to the ability of a group of people to hold power over social institutions, and thus, to strongly influence the everyday thoughts, expectations, and behavior of the rest of society by directing the normative ideas, values, and beliefs that become the dominant worldview of a society.