The Last of Com11 - Cultural Hegemony

I understand how media plays a very important role in society. The moving force that influences masses in short spans of time. Cultural Hegemony stands on the belief that dominant groups within the society control or direct where the path of influence is going. But that influence did not really start with the whole group. An individual inside it must have proposed it or shared it to them and what does it take to be dominant? Money and fame? It doesn't take much. A lot of movie actors and big stars came from the lower class. So, anyone can be of influence in this society. Anyone can be that dominant force that guides the influence if they really wanted to.