The Invisible Strings of Power:

Divulging Capitalism’s Hegemonic Dominion

Kerwin Drew Ardinazo

PSSC212: Modern Political Theories

Professor Micheal Roland Hernandez, Ph.D.

December 22, 2023

 Abstract

This essay explores how Cultural Hegemony sustains capitalist domination in politics,

economics, and culture in a nuanced yet ubiquitous manner. The analysis uncovers the

normalizing of inequality and the stifling of dissent by revealing how myths of "free markets"

and "individual success" pervade political discourse, influence economic institutions, and

dominate cultural areas. Nevertheless, there is still room for revolt and change even in the face of

this seemingly inflexible norm. Utilizing alternative cultural creation, grassroots movements,

critical consciousness, and counternarratives, we may initiate the process of releasing the bonds

of hegemony and pave the way for the sustainable development of society and the environment.

In the end, breaking cultural hegemony is about realizing the potential of humanity as a species

and bringing in a future where human flourishing is valued more highly than unrelenting

consumption. It is not about toppling a nation or a set of beliefs.

Introduction

Can you imagine a world where power is not wielded through arms or brute force or the

symbol of a monarch's crown? These things automatically strike fear in us and our natural

tendencies are either to fight back or to obey. Instead, when was the last time you binge-shopped

or binge-watched online or craved the chicken from that Western fast food chain? Do you usually

check social media to follow fashion trends similar to what your international idol is wearing?

These are what have become our habitual actions in our daily lives. Although we are aware of

what we are doing, we are unaware that these influence our behavior, perceptions, and constant

desires. This is cultural hegemony, a concept dreamt by the Italian Marxist philosopher, Antonio

Gramsci, where capitalism insidiously dominates society not through coercion, but the

manipulation of our worldview.

Cultural Hegemony is the ability of the ruling class to maintain control over society

through manipulating and shaping cultural norms and beliefs. The ruling class in capitalist

societies uses economic tools as well as the creation and propagation of prevailing cultural

narratives that advance their agendas to wield power. A prevailing ideology is created during this

process, which is then extensively embraced and absorbed by lower social classes, therefore,

consent is achieved. By maintaining control over this ideology, the ruling class creates social

norms, modifies society's sense of reality, and defends power systems in the status quo. Through

cultural hegemony, the ruling elite can continue to dominate society without resorting to direct

force. Beyond rules and regulations, the ruling class shapes people's thinking, how they see the

world, and how they make decisions. This is done by forming the dominant ideology enforced by

social institutions like schools, media, churches, and others.

 This paper dares to delve into the ways the capitalists use cultural hegemony to pull

invisible strings in the realms of Politics, Economy, and Culture.

We will reveal how influential lobbyists influence politicians' decisions in the political

sphere, influencing policies that benefit the affluent at the expense of the working class. We'll

look at the state of the economy, where the consumer cult is in charge and we are all just dumb

gears in a machine that produces limitless goods that we don't need at the expense of the

environment and our health. Then we'll go deep into popular culture, where films, songs, and

even our favorite memes serve to obfuscate the capitalist narrative and give the impression that it

is the only possible explanation for the world.

As we embark on this critical examination of the interplay between the capitalist and

cultural hegemony, we reveal the influence of the capitalist to pull the strings of different

institutions realizing how the puppeteer manipulates our choices, imagination, and perception to

control us beyond overt coercion. Capitalism heavily relies on Antonio Gramsci’s notion of

Cultural Hegemony to legitimize its dominance over Politics, Economy, and Culture.
In Politics

In the Philippines, capitalism has a significant impact on politics. Public perception and

conduct are subtly shaped by its ideology, which penetrates institutions and processes. This is a

phenomenon of "manufacturing consent," as defined by Gramsci, in which dominant classes, in

this case, the capitalist elite, exercise control over discourse and knowledge to maintain their

hegemony.

An example of a dominant ideology that manifests itself in politics is when the Cory

Aquino administration adopted the Reagan and Thatcher principles of neoliberalism, where

free-market, deregulation, individual responsibility, and privatization are emphasized. After the

EDSA uprising in the mid-80s, Aquino switched the economic policy structure to ‘strengthen’

the competition in the market, contrary to the monopolized system of the former administration.

Her government was known for privatizing public corporations to advocate for freer enterprise.

This was a question for most Filipinos whether the neoliberals would help the economy or

continue to abuse social hierarchy.6

The strings of politicians are often pulled by lobbyists. These interest groups that

prioritize particular agendas, whisper in the ears of public officials. Political parties and

candidates during campaigns are mostly funded by powerful businesses. Creating a patron-client

relationship, the elites use officials in the different branches of government to alter decisions, and

policies and frame debates to shape public opinion. Consider the 2017 Tax Reform for

Acceleration and Inclusion Act, pioneered by the Duterte administration. Although it was

perceived as beneficial for all, the legislation drastically lowered income taxes which benefited
the wealthiest, the working class, together with the increased tax on necessities was

disproportionately affected.

In the Economy

Not only do the wheels of capitalism turn in factories and corporations, but they also

grind in the rich fields of our thoughts. Its ideals—competition, individuality, and profit

maximization—are woven so tightly into our everyday lives by Cultural Hegemony that they no

longer seem like artificial inventions but rather like indisputable principles guiding human life.

We frequently encounter a conversation with our parents that we must study hard and

complete our degrees. This is a common dinner table discussion in our families that we need to

study nursing, engineering, computer science, and such which can promise financial security

after we graduate. Educational institutions promote market-oriented courses like financial

literacy and business management that ensure a ‘secure job’ that only prioritizes individual

success over social responsibility. It narrows our choices and produces citizens with precarious

work often at their edge. This highlights the capitalist dominant narrative that our future relies

upon our own hands while neglecting the existing systemic inequalities like unequal access to

quality education and job opportunities.

From raw materials to finished products we consume every day has an economic value.

Shelter and healthcare are one of the necessities of human life. Due to the emergence of

globalization, improved modern engineering and high technology medical devices and

equipment have a lot of coverage when service is needed. However, capitalist tactics made
housing a lucrative investment opportunity which increased the popularity of now expensive

small and confined properties. Health care, supposedly for the public good became a market of

inequity, dominated by the big pharma(large pharmaceutical companies) drugs and services

became unaffordable. The commodification of the provision of basic needs became profit-driven

and only those who are wealthy can access quality life.

Beyond the world of work and essentials, consumerism put forth capitalism’s hegemony.

Our behavior towards the market especially through material acquisition fulfills our array of

desires. Targeted advertising, celebrity endorsements, and social media influencer culture

pressure us to yearn and keep up with current trends. Consumerism traps us in dependency on

material goods which keeps us in continuous consumption of artificial needs.

In Culture

Though the puppeteers of Cultural Hegemony remain unseen while pulling strings in the

spheres of politics and economy, their epic narrative comes to life on the lively stage of culture.

Capitalist principles are not merely ingrained but also presented as gripping dramas in popular

culture, art, and the media, which shape our identities and worldviews.

Movies and television, for instance, often portray business people as heroic figures. Take

for example the hit Filipino television series “Pangako Sa’yo”, where a maid and her employer

fell in love. The family of her employer opposed their love because of the class gap. As conflict

arose and considering the displeasing treatment of the family to the maid, she decided to leave.

Years went by, the maid came back plotting for revenge. She returned as a wealthy and powerful
woman by herself. This kind of rags-to-riches story upholds the capitalist idea of success where

individual responsibility and effort grant rewards, denying all real-life aspects of becoming

successful.

In Filipino culture, family is the foundation of everything. Hence, the common situation

where children do not separate from their parents’ house. While our parents bore and took care

of us, we ought to have that sense of obligation to pay them back. In some cases, our parents

were never financially secure, back in the early days when they pushed their limits just to put

food on the table. As time passed and we grew up, they still faced the same financial problems

yet our world is moving in other directions like starting a career, building a new family, etc. But

in reality, it was never a problem to support our parents, it is the underlying economic conditions

we are suffering from that make the standard of living intolerable.

Conclusion

Our journey through untangling the string of cultural hegemony revealed the unconscious

truth: Capitalism’s dominance reaches beyond business offices and factories. The master

puppeteer pulls the strings in our body to influence our political decisions, economic choices,

and cultural identities.

In politics, we saw how the wealthy took advantage of their privileges to alter the

government's approach to economic policies and manipulate a certain political outcome to serve

their interest. In the Economy, our values were shaped around meritocracy, individual

responsibility, the commodification of basic needs, and our vulnerability as consumers that

hegemony diverts our attention away from our exploitation to our endless desires.
 Finally, in Culture, where hegemonic storytelling came to act. The entertainment industry

upholds the plot of rags-to-riches stories to motivate personal empowerment, all while neglecting

the systemic issues. We are pressured to portray artificial lifestyles and manufactured desires.

Cultural hegemony is an insidious way of power, that modifies our perceptions of reality

as well as our aspirations and beliefs. It does, however, also carry the risk of opposition. Critical

awareness is necessary to piece this together. It is necessary to amplify counternarratives that

contest the capitalist narrative of personal accountability and market solutions. Viable

alternatives are provided by grassroots movements that support economic justice, environmental

sustainability, and group action. Alternative forms of cultural output, like literature, music, film,

and art, can open up new avenues for envisioning a society that is more fair and just. Cultural

hegemony is a skillfully built web rather than an impenetrable wall. By comprehending its

workings, enhancing opposition, and fostering different perspectives, we can recover our

autonomy and create a future in which authority is used to serve people rather than corporations.

We must demand a world where human flourishing is the true measure of progress and the time

to cut the strings from the puppeteer.

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