a) How is the idea of 'Choice' a value that is built into consumer-capitalist society?The idea of choice in the context means to have the freedom to choose, to have more options in their purchases. Just like when a person is purchasing a phone, he or she has the choice either puchase the Apple iPhone or the Samsung model according to his or her needs.
b) What Does it mean in terms of hegemony?The term Hegemony is defined in general means leadership by power. It is usually used in a more political light. For example Barisan Nasional (BN) has hegemony over the people of Selangor. They are remaning in power.
c) Why is it important for hegemony that we don't question its legitimacy? Why don't we?
Hegemony is leadership by power and it's set of laws are permanent. Therefore, questioning its legitimacy may result in controversy and it is easier to control people who are submissive and follows whatever the person in power says. Yet, we have to be in full control and involving ourselves as part of legitimacy.
d) What is 'the paradox of choice'?
A Paradox defined as "A seemingly contradictory statement that may nonetheless be true" and choice is "An act of selecting or making a decision when faced with two or more possibilities". These two sentences are simply means that even though generally it is thought that the more choice, the better. However, there may be also be contradicts to it. Like how Schwartz gave his example of having too many jeans choices but he ended up having much difficulties in choosing.
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