1 Introduction

Introduced the concept of cultural hegemony, proposed by Gramsci, emphasizing that the ruling class guides society through morality and intelligence. Cultural hegemony has become a focus of attention in the field of intercultural communication in the context of postcolonial theory and 21st century economic globalization.

The origin and connotation of the concept of "cultural hegemony"

Deeply explored the historical origins and connotations of the concept of "cultural hegemony". From an etymological perspective, the word 'hegemony' originates from Greek and refers to political domination and domination. Plekhanov, Axelrod, Lenin, and others first proposed the concept of "hegemony/leadership", while Gramsci emphasized the recognition of the political system by civil society, defining "cultural hegemony" as obtaining recognition and obedience through cultural means such as intelligence, spirituality, thought, morality, and education, and achieving non coercive political effects. The term 'culture' originates from the Latin word 'cultura', meaning cultivation or cultivation, and later evolved to refer to the complex synthesis of knowledge, beliefs, art, and other resources acquired by members of human society. Gramsci's theory of "cultural hegemony" holds that hegemony includes two aspects: coercion and consent. The ruling class achieves hegemonic rule through violent coercion or active consent from major social groups. Cultural hegemony is the second form of governance that achieves nonviolent cultural ideological control through the conscious and voluntary recognition and approval of the majority in society. The Italian word 'egemonia' used by Gramsci originally means' hegemony ', but is translated as' leadership', emphasizing that cultural leadership is an important component of leadership. There is controversy over the translation of "cultural hegemony" in China. Some scholars believe that "cultural hegemony" is more in line with the customary usage of Chinese language and focuses on achieving non violent domination over other social groups. Cultural hegemony emphasizes non violence and non coercion, achieving control goals through education, intelligence, ideology, and other means, which is different from the "hegemony" in military hegemony, political hegemony, and economic hegemony.

3. Cultural Hegemony Theory

In depth exploration of Gramsci's theory of cultural hegemony, including its theoretical origins, main content, and impact on later generations. Gramsci proposed in his "Prison Notes" that the state is composed of political society and civil society, and hegemony is the conscious recognition of people's rule, rather than violent coercion. He distinguished between direct rule and cultural leadership in civil society, emphasizing that the occupation of cultural leadership is more fundamental than political leadership. Gramsci also proposed the theory of organic intellectuals, believing that the key to proletarian revolution lies in cultivating a team of organic intellectuals and seizing the cultural leadership of the bourgeoisie. He advocates the strategy of positional warfare, which means that under the leadership of proletarian political parties, organic intellectuals use propaganda tools to promote Marxism in various fields and seize ideological and political positions. Scholars such as Foucault, Said, Tholinson, and Huntington have proposed their own theories based on Gramsci's theory, such as the theory of knowledge power, Orientalist criticism, cultural imperialism analysis, and civilization conflict theory, further enriching and developing the theory of cultural hegemony.

A Brief Review of the Research on Gramsci's Cultural Hegemony Theory

This article outlines the research process of Gramsci's theory of cultural hegemony, from more than 80 years of research abroad to the academic contacts and research trends in China. Domestic research focuses on three aspects: theoretical connotation, comparison with other thinkers, and practical application, with particular attention to the practicality and possibility of cultural hegemony theory in China. The research topics involve cultural hegemony and socialist cultural construction, as well as the development of new media. However, the analysis of Western cultural hegemony and the study of China's efforts to enhance cultural confidence and maintain national cultural security still need to be strengthened.

Contemporary implications and manifestations of cultural hegemony

Explored the implications and manifestations of cultural hegemony in contemporary times. Cultural hegemony originated from Gramsci's theory, which refers to a nonviolent cultural ideological control achieved through the identification of the ruling class. In the context of globalization, cultural hegemony refers to the use of political and economic power by a few countries to infiltrate and expand the culture of other countries through advantages in technology, education, information, language, etc., forcing them to abandon their cultural traditions and accept their values and ideologies. Cultural hegemony is an evolutionary process that serves economic and political hegemony. Countries with cultural hegemony have greater discourse power in international exchanges and constantly engage in cultural infiltration and expansion. Behind cultural hegemony lies profound political and ideological characteristics, with the intention of the implementing country to dominate the world by promoting its own values, ideology, way of life, and so on. The United States, relying on its economic, military, and technological advantages, promotes its worldview and values through various means, infiltrates and exports culture to other countries, weakens their sovereignty, and enhances the power of American culture as a model for countries around the world. This is an important means for the United States to maintain its hegemonic position. The cultural hegemony of the United States is mainly manifested in three aspects: 1) based on economic strength, promoting American values; 2) Compete for talent through various channels; 3) Utilize mass media to promote their ideology, values, etc., export cultural products to other countries, and achieve cultural infiltration and expansion.

China's Cultural Confidence and National Cultural Security

Discussed the impact of Western cultural hegemony on China's national cultural security and cultural confidence in the context of globalization, and proposed strategies to enhance China's cultural confidence and maintain national cultural security. Emphasis was placed on the importance of adhering to the sinicization and modernization of Marxist theory, expanding the recognition of the socialist core value system, promoting excellent national cultural traditions, and advancing cultural innovation. Developing socialist productive forces, promoting economic development, and enhancing national confidence in socialism with Chinese characteristics. Optimize top-level design, improve the education system, promote education reform, implement the strategy of building a strong country through talent, and attract outstanding talents to return to China for development. Actively developing the cultural industry, enhancing the international competitiveness of China's cultural industry, telling the story of China well, and promoting Chinese culture to the world.