超越模拟:生产和怀旧产业 [10]
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关键词:social science disciplinesmodernist sociological theoristsphenomenonThe protagonists and the forum of debatepolitical economy
hich refers to a theory of ideology within production; ie. that to own means of production allows the ruling class to operate an ideology which is more powerful than those who do not control means of production. Further to this argument, Marx suggests that the creation of commodity fetishism operates in favour of capitalism for it creates new markets in times of crisis. Alienation and commodity fetishism 'shore up' capitalism when the rate of profit is falling and reduce revolutionary ardour amongst the proletariat. The next section of this chapter will look at the work of Gramsci, which draws directly upon Marx's theory of the political economy and looks specifically at ideology and hegemony.
4.5. Gramsci and hegemony.
Gramsci agreed with Marx that economic factors played a major role in social formations but also argued that, "...the rule of one class over another does not depend on economic or physical power alone but rather on persuading the ruled to accept the system of beliefs of the ruling class and to share their social, cultural, and moral values" (Joll 1977:8). The concept formulated in this passage is that of Gramsci's 'permanent revolution'5 - hegemony. If a class, economic or political, can persuade another class to accept its ideology - cultural, social, and moral - then hegemony is established and that class will be able to rule accordingly. Hegemony can be established in one of two ways, either via coercion or consensually. According to Gramsci, it is in the interests of those wishing to establish hegemonic control to gain the consent of those it wishes to control. It is at this point that we begin to see how hegemony is a culturally and ideologically linked concept. Gramsci understands hegemony as cultural and ideological, for it is the process whereby dominant groups sustain their dominion via gaining the informal consent of lesser groups. This process is tantamount to ideological and cultural negotiation.
For Gramsci, the origins of hegemony lie within the actions of certain groups and institutions within capitalism, for example, the state, popular culture, the family, and the mass media. Speaking of the serialisation of popular novels in newspapers, Gramsci puts this point over succinctly by arguing that, "Newspapers are politico-financial bodies, and they do not propose to put out belles-lettres in their own columns if these belles-lettres increase the return of unsold issues. The serial novel is a way of circulating newspapers among the popular classes" (Gramsci 1988:365).
4.6. Hegemonic control within production.
It follows from the earlier analysis of Marx that such hegemonic control operates within capitalist production. Thus, to take a leaf from Gramsci's book I would suggest that capitalist production is a politico-financial process and that it will not produce a commodity if that commodity results in a decrease of capital accumulation
, or the cultural, political and moral degeneration of the consumer. This argument6, I would propose, explains why media censorship operates hegemonically. It keeps politically and morally damaging information out of the reach of the subordinate group who, if they discovered such information, might act upon it eg. at a general election by voting a ruling party out, or even, as Marx suggests, via revolution. The method via which hegemony operates upon production can be seen in the contents of
advertising. Objects are expounded as the latest labour saving devices; the best perf
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