hegemony refers to a group of people in society who have power and influence over others within that society. The group may have power due to wealth, or majority, but in all cases, they use their influence to place their ideas and beliefs onto the other groups within society, and over time, these groups will begin to accept these ideas, not through choice, but simply because very few alternatives exist.
If there is a large production company with very sexist views of women, and a small independant production company with strong feminist beliefs, the larger company would be the one to instigate the hegemony. They would be able to use their assets e.g. money, to overpower the smaller company by buying it. Then, over time, they would begin to subtley place their ideologies into the work of the smaller company, therefore altering the views of the smaller company.
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