Furthermore, this process leads to a capitalist society whereby the oppressed have no other option but to become alienated to some employer. Hence, capitalism results in a profit-driven society, and workers are measured by their labor potential. Also, he believed that the proletariats would eventually live in such horrible conditions, that they would revolt and overthrow the capitalist. Marx's ideas are not the sole influence on Cultural Studies, but they did have a huge impact on the theory. .
Cultural Studies is essentially concerned with how elite groups such as the media exercise their power over subordinate groups. It has two major assumptions: Culture pervades and invades all facets of human behavior, and people are part of a hierarchical structure of power. However, it appears that the media is the ultimate source of power in our society. Hall argues, that in a diverse culture, no institution should have the power to decide what the public hears (307). It seems that when the media deems something important than it is important, and otherwise a not so important event suddenly carries importance. This is exactly what happens during the presidential election. The media makes a huge deal about the Republican and Democratic candidates, but they say nothing about the other parties or their candidates.
To completely understand the concept of Cultural Studies, one must appreciate the idea of hegemony. Hegemony is defined as the influence, power, or dominance of one social group over another. Under a hegemonic culture few profit while others lose out, because people become influenced by consent rather than coercion. During the Presidential elections people are not confined to only two candidates, however, it is easier for the public to find out about different candidates through the mass media. Thus, they consent to only learning about the two major candidates, because that is all the media offers them.
