Hegemony, Agenda Setting, and Framing

In our first blog, we were supposed to say or tell what we thought we might gain from this class. In this blog prompt we showing what we discovered through the weeks lectures and screenings. Hegemony has aided me to understand Winston's advertisement of the "Man's man". Hegemony means power or dominance that one social group holds over another. Winston is the industries social group and men who smoke cigarettes are the group they hold power over. In the ad there is a rugged, strong, mid-aged man that is looking at blue prints of a cabin, that he is building in the wilderness. The phrases "nobody does it better, this is your world, and this your winston." Portrays the idea that men are alpha males and that no one can do a job like a man, also if you smoke winston lights you can be that alpha male and dominant man. It is obvious the social group targeted are men. To some women this advertisement may be sexist but it really has a good risk to reward ratio because women are not trying to be targeted by the advertisement so their opinion has little meaning on this subject. I think seeing that this ad is older and of a different era it probably did have a hold on the male sex seeing as most men strive to be as dominant and masculine as possible. Like the man depicted in the ad.

Here is the ad by Winston: