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A neo-Gramscian communication analysis of structure and agency in the hegemonic struggle for meaning: organic retailer and organic activist group
(University of Missouri--Columbia, 2010)
focused more specifically on the communication by and about the largest U.S. green product retailer and a public interest consumer group who watchdogs the retailer. Gramsci's philosophy of praxis and his notion of hegemony were used to interrogate both...