Hegemony Online The Quiet Convergence of Power, Culture, and Computers by Michael D. Dorsher, Ph.D. Assistant Professor, Department of Communication and Journalism University of Wisconsin-Eau Claire

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 applied to a survey of 137 Internet users. 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 usage and high on Web usage are most likely to choose Web pages that are highly hegemonic.

Research Questions How does online communication mediate the relationship between power and culture? How does online communication mediate the relationship between power and culture? Which variables best predict the usage of hegemony online? Which variables best predict the usage of hegemony online?

Definitions Hegemony Hegemony l An iterative process whereby people in power deepen their dominance by using culture to negotiate for the consent of the subjugated. Counterhegemony Counterhegemony l An alternative process whereby people attempt to gain dominant power by countering, co-opting and compromising dominant culture. It is not the opposite of hegemony; it is merely someone else's hegemony — one that has not yet become dominant. Pluralism Pluralism l The sharing of power among groups in society. It is the opposite of hegemony and counterhegemony.

Definitions Cybernetic Cybernetic l A system that uses continuous feedback to control and progressively correct unsatisfactory actions. Hegemony online Hegemony online l A cybernetic process whereby people in power deepen their dominance by using online communication to negotiate for the consent of the subjugated.

Hypotheses Most of the study's subjects will spend most of their online time using hegemonic Web pages. Most of the study's subjects will spend most of their online time using hegemonic Web pages. The longer they use an online page or message, the higher they'll rate it. The longer they use an online page or message, the higher they'll rate it. Online counterhegemony usage will be higher if they are nonwhite. Online counterhegemony usage will be higher if they are nonwhite. Online hegemony usage will be higher among men than women. Online hegemony usage will be higher among men than women. Online hegemony usage will be higher the more they rate toward the masculine end of the gender scale. Online hegemony usage will be higher the more they rate toward the masculine end of the gender scale. Online hegemony usage will be higher the lower they rate on the alienation scale. Online hegemony usage will be higher the lower they rate on the alienation scale.

The Sample 137 volunteers 137 volunteers l 106 undergraduates from U. of Md., American U., Howard U. l 87 whites, 16 blacks, 6 Asians, 3 Asian-Americans, 3 Hispanics l 90 women, 47 men l 72 “feminine” on Bem Sex Roles Inventory, 65 “masculine”

How they spent time online 75.4% of the time spent on the Web (993 pages), 24.6% on (162 messages) 75.4% of the time spent on the Web (993 pages), 24.6% on (162 messages) l 13.9% spent on Web surfing for “personal information” l 12.2% on newspaper Web sites l 11.8% writing s l 11.4% on sports Web sites l 9.1% reading personal s … l 0.3% responding to Web ads

Negotiated Hegemonic

Closed Hegemonic

Pluralism

Closed Counterhegemonic

Negotiated Counterhegemonic

Hegemony Online, by Alienation

Multiple Regression Model Summary(b) ModelRR SquareAdjusted R SquareStd. Error of the Estimate 1.297(a) a Predictors: (Constant), WHROUTLG, ALIENATN, EHROUTLG b Dependent Variable: HEGSCORE

Multiple Regression Coefficients(a) Unstandardized CoefficientsStandardized Coefficients tSig. ModelBStd. ErrorBeta 1 (Constant) ALIENATN EHROUTLG WHROUTLG a Dependent Variable: HEGSCORE

Conclusions There is support for the theory that online communication mediates power and culture to yield hegemony online. There is support for the theory that online communication mediates power and culture to yield hegemony online. l i.e., online communication is better at concentrating power than redistributing it. The manifestation of hegemony online will continue to evolve and be negotiated through cybernetics, a process of control and correction. The manifestation of hegemony online will continue to evolve and be negotiated through cybernetics, a process of control and correction.

Limitations of the Study Convenience sample, mostly comprising students Convenience sample, mostly comprising students l But they are the vanguard of the online audience. l The hypotheses were theory-based, not derived from data. The data do not support five of my 14 hypotheses. The data do not support five of my 14 hypotheses. l Should have oversampled for users with their own home pages and users who shopped online. The study tests for the existence of hegemony online but not the cybernetic process of deepening dominance. The study tests for the existence of hegemony online but not the cybernetic process of deepening dominance.

Future Research There is a need for longitudinal studies of online communication There is a need for longitudinal studies of online communication l To assess how it evolves in negotiation with its users, and to assess how it affects subjugation/alienation These studies should be generalizable, by drawing upon random samples that reflect the universe of online communication and its users. These studies should be generalizable, by drawing upon random samples that reflect the universe of online communication and its users.