Hegemony Online
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Transcript of Hegemony Online
Hegemony OnlineHegemony OnlineThe Quiet Convergence of Power,The Quiet Convergence of Power,
Culture, and ComputersCulture, and Computers
byby
Michael D. Dorsher, Ph.D.Michael D. Dorsher, Ph.D.
Assistant Professor, Department of Communication and JournalismAssistant Professor, Department of Communication and Journalism
University of Wisconsin-Eau ClaireUniversity of Wisconsin-Eau Claire
AbstractAbstract This dissertation study uses qualitative methods to develop a theory of how online communication mediates the relationship between power and culture. It then tests this theory of hegemony online with quantitative methods applied to a survey of 137 Internet users.
The study finds that most users of online communication spend most of their time on hegemonic Web pages. Specifically, it concludes that subjects who are less alienated from society, low on e-mail usage and high on Web usage are most likely to choose Web pages that are highly hegemonic.
Research QuestionsResearch Questions
How does online communication mediate the How does online communication mediate the relationship between power and culture? relationship between power and culture?
Which variables best predict the usage of hegemony Which variables best predict the usage of hegemony online?online?
DefinitionsDefinitions HegemonyHegemony
An iterative process whereby people in power deepen their An iterative process whereby people in power deepen their dominance by using culture to dominance by using culture to negotiate for the consentnegotiate for the consent of of the subjugated. the subjugated.
CounterhegemonyCounterhegemony An alternative process whereby people attempt to gain An alternative process whereby people attempt to gain
dominant power by countering, co-opting and dominant power by countering, co-opting and compromising dominant culture. It is compromising dominant culture. It is not the oppositenot the opposite of of hegemony; it is merely someone else's hegemony — one hegemony; it is merely someone else's hegemony — one that has not yet become dominant. that has not yet become dominant.
PluralismPluralism The sharing of power among groups in society. It is the The sharing of power among groups in society. It is the
opposite of hegemony opposite of hegemony andand counterhegemony. counterhegemony.
DefinitionsDefinitions
CyberneticCybernetic A system that uses continuous feedback to control and A system that uses continuous feedback to control and
progressively correct unsatisfactory actions. progressively correct unsatisfactory actions.
Hegemony onlineHegemony online A cybernetic process whereby people in power deepen A cybernetic process whereby people in power deepen
their dominance by using online communication to their dominance by using online communication to negotiate for the consent of the subjugated. negotiate for the consent of the subjugated.
HypothesesHypotheses Most of the study's subjects will spend most of their Most of the study's subjects will spend most of their
online time using hegemonic Web pages. online time using hegemonic Web pages. The longer they use an online page or message, the The longer they use an online page or message, the
higher they'll rate it. higher they'll rate it. Online Online countercounterhegemony usage will be higher if they hegemony usage will be higher if they
are nonwhite. are nonwhite. Online hegemony usage will be higher among men Online hegemony usage will be higher among men
than women.than women. Online hegemony usage will be higher the more they Online hegemony usage will be higher the more they
rate toward the masculine end of the gender scale. rate toward the masculine end of the gender scale. Online hegemony usage will be higher the Online hegemony usage will be higher the lowerlower
they rate on the alienation scale. they rate on the alienation scale.
The SampleThe Sample
137 volunteers137 volunteers 106 undergraduates from U. of Md., American U., Howard U.106 undergraduates from U. of Md., American U., Howard U. 87 whites, 16 blacks, 6 Asians, 3 Asian-Americans, 3 Hispanics87 whites, 16 blacks, 6 Asians, 3 Asian-Americans, 3 Hispanics 90 women, 47 men90 women, 47 men 72 “feminine” on Bem Sex Roles Inventory, 65 “masculine”72 “feminine” on Bem Sex Roles Inventory, 65 “masculine”
How they spent time onlineHow they spent time online
75.4% of the time spent on the Web (993 pages), 75.4% of the time spent on the Web (993 pages), 24.6% on e-mail (162 messages)24.6% on e-mail (162 messages) 13.9% spent on Web surfing for “personal information”13.9% spent on Web surfing for “personal information” 12.2% on newspaper Web sites12.2% on newspaper Web sites 11.8% writing e-mails11.8% writing e-mails 11.4% on sports Web sites11.4% on sports Web sites 9.1% reading personal e-mails9.1% reading personal e-mails
… … 0.3% responding to Web ads0.3% responding to Web ads
Negotiated HegemonicNegotiated Hegemonic
Closed HegemonicClosed Hegemonic
PluralismPluralism
Closed CounterhegemonicClosed Counterhegemonic
Negotiated CounterhegemonicNegotiated Counterhegemonic
Hegemony Online, by AlienationHegemony Online, by Alienation
Multiple RegressionMultiple Regression
Model Summary(b)
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .297(a) .089 .066 6.0787
a Predictors: (Constant), WHROUTLG, ALIENATN, EHROUTLG
b Dependent Variable: HEGSCORE
Multiple RegressionMultiple RegressionCoefficients(a)
Unstandardized Coefficients Standardized Coefficients
t Sig.
Model B Std. Error Beta
1
(Constant) 5.368 1.369 3.922 .000
ALIENATN -2.764 1.184 -.205 -2.335 .021
EHROUTLG -3.365 1.615 -.197 -2.083 .039
WHROUTLG 2.909 1.524 .180 1.909 .059
a Dependent Variable: HEGSCORE
ConclusionsConclusions
There is support for the theory that online There is support for the theory that online communication mediates power and culture to communication mediates power and culture to yield hegemony online.yield hegemony online. i.e., online communication is better at concentrating i.e., online communication is better at concentrating
power than redistributing it. power than redistributing it.
The manifestation of hegemony online will The manifestation of hegemony online will continue to evolve and be negotiated through continue to evolve and be negotiated through cybernetics, a process of control and correction.cybernetics, a process of control and correction.
Limitations of the StudyLimitations of the Study
Convenience sample, mostly comprising studentsConvenience sample, mostly comprising students But they are the vanguard of the online audience.But they are the vanguard of the online audience. The hypotheses were theory-based, not derived from data.The hypotheses were theory-based, not derived from data.
The data do not support five of my 14 hypotheses.The data do not support five of my 14 hypotheses. Should have oversampled for users with their own home Should have oversampled for users with their own home
pages and users who shopped online.pages and users who shopped online.
The study tests for the existence of hegemony The study tests for the existence of hegemony online but not the cybernetic process of deepening online but not the cybernetic process of deepening dominance.dominance.
Future ResearchFuture Research
There is a need for longitudinal studies of online There is a need for longitudinal studies of online communicationcommunication To assess how it evolves in negotiation with its users, To assess how it evolves in negotiation with its users,
and to assess how it affects subjugation/alienationand to assess how it affects subjugation/alienation
These studies should be generalizable, by These studies should be generalizable, by drawing upon random samples that reflect the drawing upon random samples that reflect the universe of online communication and its users. universe of online communication and its users.