Well, I created this vlog based on the wrong week’s material; however, I think it’s a cool topic, so I’m leaving it up as supplemental material).
For this vlog, I illustrate the concept of hegemony as described by critical tradition and Marxist theory.
According to the text, hegemony can occur through the “subtle process of co-opting the interests of a subordinates group into supporting those of the dominant one” (Littlejohn & Foss, 2011, p. 394). I use the example of Special K promoting dieting through the co-opting of the language of the body acceptance movement, an anti-diet movement, specifically the anti-scale initiative of fat activist Marilyn Wann and her “Yay, Scale” (Mysko, 2013).
Littlejohn, S. W. and Foss, K.A. (2011). Theories of Human Communication. Long Grove, Illinois: Waveland Press, Inc.
Mysco, C. (2013). The Wolf In The Cereal Bowl: How Special K And Other Companies Co-Opt Body Acceptance To Sell Body Shame. [Web log post]. Retrieved from http://www.thefrisky.com/2013-09-04/the-wolf-in-the-cereal-bowl-how-special-k-and-other-companies-co-opt-body-acceptance-to-sell-body-shame/