Hegemony can refer to the way in which dominant groups in society, through the process of "intellectual and moral" leadership, seek to gain the consent of subordinate groups in society. This may apply to whether popular culture is the agent of the struggle between subordinates and their incorporation into dominant groups. Gramsci's theory applies to The Voice in that the judges, being wealthy and successful artists, use their leadership to criticize the "starving artists" as subordinates. Although the contestant gains knowledge from the judges which will hopefully boost their career, the judges are in a better situation as they screen the contestants on a weekly basis, and are likely, if successful, to sign them to their own record labels. All in all, the notion of hegemony is applied to The Voice through the relationship between contestant and