Answer:
The third sense of hegemony is about the capacity to ?manufacture consent?. Here, hegemony implies class ascendancy in the social, political and particularly ideological spheres. Hegemony arises when the dominant class or country can win the consent of dominated classes by persuading the dominant classes in a manner favourable to the ascendancy of the dominant class. This notion of hegemony suggests that a dominant power deploys not only military power out, also ideological resources to shape the behaviour of competing and lesser powers. The predominance of the US in the World today is based not only on its military and economic powers but also on its cultural presence. All ideas of the good life and personal success, most of the dreams of individuals and societies across the globe are dreams churned out by practices prevailing in 20th Century America. America is the, most appealing and in this sense most powerful culture on earth. This attribute is called ?Soft Power?, that is, the ability to persuade rather than forcing.
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