5

The Culture Industry 2.0

Analysis into Gramsci's Cultural Hegemony in today's Culture Industry

Abstract

The Culture Industry 2.0: Social Media as a New Form of Cultural Domination builds upon the foundational ideas of the Frankfurt School to analyze the intricate relationship between social media and cultural production. This paper argues that social media platforms are not merely tools for communication but integral components of the culture industry, reinforcing existing power structures through algorithmic governance and curated content. By investigating the phenomenon of "like" culture and user-generated content, we unveil how social media perpetuates a new form of cultural hegemony.

Key Themes

Algorithmic Control: The study explores how algorithms shape cultural consumption and influence individual preferences, raising questions about autonomy and agency in a mediated landscape.

Participation vs. Manipulation: It examines the paradox of user participation on social media, positing that while users may feel empowered to express themselves, their contributions often serve the interests of the platforms and advertisers.

Cultural Hegemony: By applying Gramsci's concept of cultural hegemony, the paper discusses how social media creates a veneer of democratized culture while actually reinforcing dominant narratives and suppressing dissenting voices.