This Thinking Sociologically Discussion topic centers on the concept of hegemonic ideologies from Ch. 10: Elite Power. Hegemonic ideologies are “shared ideas about how human life should be organized that are used to manufacture our consent to existing social conditions” (p. 276). This section of the chapter touches on popular culture and advertising in America, areas you have been steeped in all of your life. This Thinking Sociologically Discussion asks you to turn the sociological lens back on the popular culture and advertising you consume and examine and re-examine it with hegemonic ideologies in mind. Here is your opportunity to demonstrate your sociological thinking by thinking critically about the ordinary and mundane and making the invisible visible.
Directions:
Please read Cole’s (2020) What Is Cultural Hegemony (https://www.thoughtco.com/cultural-hegemony-3026121) and Textbook–Wade’s (2022) Chapter 10: Elite Power (https://ncia.wwnorton.com/180091?chapter=10)
Textbook access Sign-in information: email: chenx1071@student.laccd.edu password: Kyouya5769099 (K is capital)
Submit a post (400 words max.) addressing the following:
1. Find an image or short video clip (no longer than 90 seconds), that taps into a hegemonic ideology and include it in your post. The image or video may be a commercial advertisement or social media post.
*Resize your image or video to approximately the size of the image below.
2. Unpack the advertisement and explain how it supports and perpetuates the hegemonic ideology you identified in the previous question. There should be several references to Ch. 10: Elite Power to support your explanations. Use quotes or paraphrase to support your statements.
3. Compose an open-ended question for your classmates to answer. An open-ended question is a question that leaves room for discussion rather than being answered with a yes or no.
4. Reply to a student’s post (200 words max) – DUE Sunday, Jan. 30, 11:59PM. In your reply to a student, please answer the question they posed in their post and support your position with references to course material and/or other valid sources.
Tip: Don’t spend too much time searching for the “perfect” image or video. Rather, recognize the saturation of these images in your everyday life and simply select one to critically examine. One of the most beautiful aspects of Sociology is its practice to look at the familiar in strange ways. Simply put your sociology glasses on and scroll through your IG, TikTok, celebrity gossip magazine, Netflix homepage, bookshelves, or local TV channels.
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