Hegemony is an idea of rule by consent, which means the most important people almost tell people what to like. For example, reality shows or competitive shows like Geordie Shore or X factor, set an image that young people would follow. Simon Cowell is the main guy in the making of the X factor, a lot of named shops copy the styles of these shows and celebrities that appear on screen. The top people would create a style for shops like Topshop, River Island, New Look etc. This is a way of making money for big companies that Simon Cowell produces.
James Watson 1998. "In its simplest sense, hegemony means 'control over'; yet in referring to 'hegemonic control' we are not repeating the same thing using another phrase, but describing a special form of control."
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