Antonio Gramsci

known for defining the term "hegemony",
Gramsci claims that a very important part of "hegemony" is to be found in ideas or behavioral patterns exhibited by individuals that are not the result of an objective analysis but rather the result of imprinting or inherited values that are passively adopted,
- therein lies the idea of "cultural hegemony",
places importance on beliefs and that beliefs are stronger than weapons,
stipulates that power comes from consent,
people do not control ideas but ideas control people,
people do not wield power but power wields people,