Gramscian hegemony describes an established order maintained through persuasion from above and consent from below. Drawing on Erving Goffman, media frames organize an impossibly crowded world by selecting, emphasizing, and excluding details according to tacit ideas about what matters. Todd Gitlin argued that coverage weakened Students for a Democratic Society by ignoring, trivializing, or disparaging it and by emphasizing internal difference and disruptive behavior. Challengers gain room when elites cannot agree on a definition of events that protects their interests. The passage prepares the following Brexit example by showing why establishment unity, audience norms, and movement cohesion all matter to political strategy.
Notable Point · 19:14-20:47
Hegemony weakens when the establishment divides
Hegemony and media frames explain why elite uncertainty can create more room for challengers than unity within the challenging movement alone.