1. How is the idea of "choice" a value that is built into consumer-capitalist society?
a consumer-capitalist society means to have the freedom to choose, to have more options in their purchases. There are so many factors that influence the choice such as prices, discounts, additional gifts and other external factors. Internal factors will be the product itself, how good is the product, quality and durability.
2. What does it mean in terms of hegemon
The term "hegemony" refers to the leadership, dominance or great influence that one entity or group of people has over others
Modern uses of "hegemony" often refer to a group in a society having power over others within that society. For example, the wealthy class might be said to have hegemony over the poor because of its ability to use its money to influence many aspects of society and government.
3 Why is it important for hegemony that we don't question its legitimacy? Why don't we?
Hegemony is leadership by power and the ones in power tend to think that their ways are the only right ways despite making little sense. 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.
The reason people usually do not question its legitimacy is the fear that we may end up jeopardizing our lives. It is of human nature to feel more comfortable being with a group of people rather than being alone and this leads to conformity. Furthermore, humans in general prefer to avoid conflicts especially in things that are out of their control.
4. What is "the paradox of choice"?
More choices lead to lower overall sales. That makes no sense in the narrow rationality often used in economic models, and some evidence suggests it might not actually be true.
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