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Hegemony - 'The A Grade Concept'

The term was first used by Antonio Gransci (A Marxist)
Marxism - The idea that the rich rule over the poor.
Manipulation is a big part of hegemony.

Patriarchal Hegemony - Something being dominant
Social Hegemony - Rules of society

Lisbet Van Zoonen - feminist theory

Feminist - A person that believes men and women should have equal rights in society.

The idea that gender is constructed through discourse, and varies according to cultural context

The idea that the display of women's 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.

Sexualisation - Making something provocative for the appeal of somebody else.

Objectification - When a person is seen for what they look like rather than who they actually are

Social Hegemony - It shows a picture of how men have idealised women to be/look like.

Patriarchal Hegemony - The producer has made this woman pose as a model to attract a heterosexual male audience

Social Hegemony - It shows what is deemed to be the 'ideal' couple with an expensive engagement ring.

Patriarchal Hegemony - The producer has decided to show that the man has spent a lot of money on the woman which reinforces the ideology that women should be spoiled.

Social Hegemony - It uses a picture of a woman with her breasts out.

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