Some thoughts on Hegemony
Lately i saw an ad on one of the mainstream Turkish daily about the photos of the former beauty Queens of Turkey. One photo striked me at first. This was the photo shooting of the holder of the 1960 trophy, posing near a cabrio sport car, I guess behind there is the symbol of the modernity, Airports. It reminded me the films of Godard from 1960s. I also looked at some of the photos from the 1960s US media press coverage of the Miss International 1960s.
These photos reminded me the cultural side of the hegemony and the intersubjectivities created through the hegemonic order. As a widespread spectacle, a coverage for newspapers, periodicals and toddling TV stations, a fuel to the machines of the culture industry. How fashion becomes an a priori acceptance, and becomes embedded in the mindsets of the members of the Pax Americana. On the other hand, the portrayal of the feminine in this scale had also inherent in its body the subordination and dominance in a fascist way. The model women, with an international herbal beauty parlour.
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