Following on from my video on the basics of semiotics, I was keen to consider how signs come to combine into what, in academia, we refer to as cultural texts. Doing so, however, also necessitated taking a bit of a step backwards in order to explore why we use this word “text” to refer to things that do not fit into more colloquial definitions of that term.
In this, the third episode of my What the Theory? series on my YouTube channel, I take a look at the concept of Cultural Hegemony as developed by the Italian neomarxist Antono Gramsci in his Prison Notebooks.
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(Cultural Hegemony: WTF? | https://youtu.be/-LI_2-qsovo)