ABSTRACT

HEGEMONY ONLINE:

THE QUIET CONVERGENCE OF POWER, CULTURE, AND COMPUTERS

Michael D. Dorsher, Ph.D., assistant professor

University of Wisconsin-Eau Claire

164 Hibbard Hall

Eau Claire, WI 54702-4004

(715) 836-5729

mdorsher@uwec.edu

This paper uses qualitative methods to develop a theory of hegemony online, which is defined as a cybernetic process whereby people in power deepen their dominance by using online communication to negotiate for the consent of the subjugated. From this theory, 14 hypotheses are deduced, which are tested with quantitative analysis of data from my survey of 137 Internet users and the 993 World Wide Web pages they chose. The data support nine of the 14 hypotheses, and multiple regression analysis shows that people who make the most use of hegemonic Web pages are those who are least alienated from society, spend relatively little time on e-mail, and spend relatively more time on the Web.