I have a daughter who’s 10 and we walked past a billboard the other day advertising a TV programme. There was a row of men in suits and a woman in a thong. My daughter said, “Why is it like that? It’s to sell it, isn’t it?” She knows that already. I said, “Yes, it’s a shame a young woman would want to be portrayed in that way,” and she said, “But it’s her choice, isn’t it? Nobody made her do that.” So how do you explain the Gramscian concept of hegemony to a 10 year old? If the culture is so all pervasive that you can’t think outside of it, how are you making genuine choices?