The Lexicon · Genealogy · 19th Century

GRAMSCI, ANTONIO

1891–1937

Hegemony (The Quiet Liturgy of the Brand)

Gramsci: power rules less by force than by saturating the common sense of the ruled. CoCA agrees about the saturation and saturates back. The corporate logo is hegemonic; the First Liturgy (§1.3.3) seizes it and rebrands the rebranding. We do not contest hegemony from outside. We open a parish inside it and offer alternative communion at the same fluorescent altar.

Kin

The First LiturgyDoctrine Concept Benjamin19th Century Heidegger19th Century Horkheimer19th Century Wittgenstein19th Century

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