hegemonic definition
hegemonic means the nonviolent struggle to maintain economic, political, cultural and ideological dominance – is what Fairclough (1992) describes as the „articulation, disarticulation and re-articulation of elements of a discourse‟ (p. 93). Motion and Leitch (1996) suggested that the significance of this strategy for public relations is that otherwise unconnected discourse elements, for example, images or ideas can be articulated with pre-existing attitudes or experiences with the aim of predisposing an individual to accept that idea or image. In their study of the GM debate in New Zealand Motion and Weaver note that a key strategy of the pro-GM campaign was to try to ensure that the „issue of GM was disarticulated from the scientific and environmental discourse and rearticulated as an economic discourse‟ (2005, p. 64). This echoes other campaigns such as the campaign to ban tobacco which in the US arguably has become