President - Peter Tsykov (member of The Canadian Public Relations Society)
Hegemony Theory
The basic premise of the theory of hegemony is that man is not ruled
by force alone, but also by ideas (read also attitudes, opinions, and motives).

The concept of hegemony really means that political leadership
based on the consent of the led, a consent which is secured by the
diffusion and popularization of the world view (read system of values) of
the ruling bodies.
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