Pre class for Hebdige 2/23/10..KING KRIGGLE

after reading yet another awesome reading there are a few things that stood out to ol king kriggle. One of the most influential quotes of the entire work was “Since ideology saturates everyday discourse in the form of common sense, it cannot be bracketed off from everyday life as a self-contained set of “political opinions” or “biased views”. neither can it be reduced to the abstract dimensions of a “world view” or used in the crude Marxist sense to designate “false consciousness”(Hebdige 148). I found this quote to really sum up a good deal of the points that the man was making in a nice nutshell. It is interesting that a good deal of people seem to believe that “heremonic ideology” is almost always political, but after you read Althusser it completely changes, well at least it did for me. Yet think of marketing and market research as we have discussed before the other Hegemonic ideology that does not exist in the public realm, Coca cola for example is one. I dont know about y’all but I havent seen a pepsi commercial in the longest time, or any other that wasnt a coke product. I don’t believe there is any false consciousness involved in a product such as coke, there might be one in McDonalds for some kind of atmosphere they are trying to display or the fact that they are connected with the world and the youth, it never really makes sense to me why they do their commercials that way anyway. Looking at Disney there definitely might be a little of the false consciousness in that realm because they are masquerading around as a legit world view as we saw in the videos, when in reality they are as fake and processed as American Cheese. I mean it certainly is a lot easier to look only at the political realm when thinking of hegemonic ideology or any ideology for that matter since it has been around since the feudal ages. Yet as we look at the marketing arena it is not hard to imagine that very soon, at least in our lifetimes it will become a lot more apparent how hegemonic and cutthroat the entire thing really is. and lets give a shout out to Mr. Joe K for boxing without gloves haha