When Antonio Gramsci talks about hegemony, he refers to the hegemony of a specific “dominant social group or groups” over the whole society.. . It was the Italian Marxist philosopher Antonio Gramsci who introduced the concept of “cultural hegemony”. In the Selections from the Prison Notebooks (1999), Gramsci argued that power is based on the presence of two elements: force and consensus. If force triumphs over consensus, dominion is obtained. On the other hand, if consensus prevails, hegemony exists. Thus, for Gramsci, hegemony is grounded essentially on consensus. And this consensus is achieved by means of persuasion. Persuasion in all its forms is thereby used to convince that a specific political or cultural idea is better than the others or is “the only way” to view the world. It is noteworthy to emphasize that hegemony, for Gramsci, is the hegemony of a specific “dominant social group or groups” over the whole society, applied through the various st