1. It suggests that we study everyday culture from the mass media to the arts to edcucation, not as spontaneious public expression, but as processes of persuasion that invite us to understand the world in certain ways and not others.

2. It argues that customary ways of understanding the world may have important political consequences; they are not simply neutral, charming or obvious.

3. It suggests that for cultural hegemony to be successful, it must be flexible, responsive to changing conditions.

4. It suggests the possibility of cultural activity that challenges mainstream interpretations.