ON CULTURAL MARKETS
Defining cultural hegemony is no simple task. To feel culturally dominated evokes deep fears and uncertainties; but even those who express these feelings are not clear what they are. By comparison, military hegemony is far less problematic: here, domination merely requires the ability to annihilate one’s nearest competitors. It is a daunting but not a complex undertaking—a question of counting up the nuclear missiles, ships and planes, and being prepared to use them. A militarily dominant country may not win every time—morale, geography and public opinion do matter—but it never loses. Hegemony in this field is a matter of state policy, economic resources and technological know-how. Patriotism and a sense of being under threat are further requirements but these are not too hard to engineer; most countries succeed without difficulty. It is even easier if you have some achievements to be proud of and are worried about forfeiting them.
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