Hegemony
Hegemony is the spreading of dominant ideologies through culture, through media platforms etc.
An example of hegemony is the view of dominant males and women being in lower roles, with less significance (the domestic stereotype - having to stay at home and look after children).
After this technique is repeatedly used in the media, people generally start to believe it and follow it as a perspective.
Example:
1960's 'Flash' advertisement. The hegemonist view of male superiority and women as domestic housewives was especially used during the 1960's and 70's.
Flash is a cleaning product, and a woman is stereotypically being used, shown as a house wife, being the one carrying out cleaning.
This advertisement shows that after 50 years, the domestic representation of women is still being used in cleaning product advertisements.
