ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846
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Hegemony in Contemporary Culture and Media and the Need for a Counter Initiative

Gramscian hegemony, more than overt imperialism, characterises contemporary mass culture and media. A paradigm shift in the way we understand, represent and experience the world subserves a new and aggressive corporate teleology. Technological convergence and digitisation, which held an initial promise of and potential for democratisation, collapse into vertical integration and monopolisation. In the process, cultural sovereignty is abstracted into a homogenised, make-believe, global marketplace, which reduces every individual to a consumer and excludes the real and abiding concerns of vast swathes of humanity. An intellectual resurgence must counter the counterfeit revolution of the information era.

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