The idea of hegemony helps me to better understand the message exhibited in this commercial given by Gatorade by showing what a man is “supposed” to act like and his role in society over the ages.
Hegemony is the power that one powerful group holds over another. It is the concept that if someone in charge proposes a new idea, people in the society will follow it and make it into something that is seen as normal. Hegemony is all about gaining power and then using it to promote a belief or idea. In the United States people fall victim to hegemony almost everyday. The best part about it is that most people don’t know that things they use and buy everyday are a result of a higher power using hegemony.
Men in the United States are known as being masculine, strong, and fearless. Society believes that they should be able to conquer anything and should not be emotional or sensitive. In the Gatorade evolved commercial men are shown playing sports over time and are seen as being stronger and tougher as a result of drinking Gatorade. The makers of Gatorade have shown their product in a way that if a man or boy wants to grow stronger and have more energy he must drink their energy drink like the athletic men in the commercial. This example helps me to understand the concept of hegemony by displaying men in a way that society created. It shows that men who do not fit the sporty, tough guy mold are not normal. Gatorade has used hegemony to show what it thinks a “real man” should look like and most would agree that their approach is working.
Link to the evolve Gatorade commercial: http://www.youtube.com/watch?v=nWAjioAfDW0
No comments:
Post a Comment