When I heard of the concept of hegemony, it immediately made me think of an AT&T commercial that has been aired frequently in that it shows how AT & T has the dominant cell phone coverage in the WHOLE world.
Hegemony is when one social order rules over all others. From iPhones and the newest technology, AT&T is by far the leading company in phone coverage. AT&T use many commercials, like the one in this example, to show how AT&T has dominated over the cultural aspect of Americans' phone coverage. It is a trendy cultural choice to get the newest technologically advanced phone and, since AT&T has coverage for the newest ones, it is no wonder why they so dominantly provide for America, and now the world.
The orange blankets going over all different parts of America show AT&T's relentless objective to make everyone have AT&T. This pursuit of hegemony makes the advertisement more serious and shows people staring in wonder at how AT&T controls world phone coverage. With this commercial played over by the beautiful song "From the Morning" by Nick Drake, it makes this more reflective and quiet (yet not subtle at all), almost making it seem like choosing AT&T is a life choice that will benefit you in the long run. AT&T is trying to show that, once part of a homogenous group, you will be emotionally satisfied as well as satisfied with your coverage.
Going this route, instead of a funnier or loud one like most commercials, is more effective at making the viewer actually take a step back and think about AT&T and their coverage. With a commercial trying so forcefully, yet quietly, to hegemonize their product even further it is hard not to be impressed with what they have to say.
No comments:
Post a Comment