Energy propaganda: Channels for corporate hegemony

An approach is suggested to the study of corporate hegemony. By focusing on a single policy area (e.g., energy), selected elements of the hegemonic process can be examined in the concrete. The theoretical framework underlying this approach develops from Gramsci's (1971) concept of “ideological hegemony” (i.e., manufactured consent). To maintain their power positions in capitalist societies, dominant groups must disseminate and reinforce their views and prevent the spread of opposing perspectives. Propaganda campaigns by the energy industry are examined, focusing on corporate messages and their relationship to policy and on dissemination channels.