Hegemony Online, Abstract

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, including a survey of 137 Internet users, factor analysis, linear regression and multiple regression.

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; i.e., pages that reflect the dominant culture and negotiate for users' consent to remain under the established leadership in society.

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