Hegemony may 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 the company. This can be applied to the fact that popular culture is the agent of struggle between subordinates and their incorporation into dominant groups. Gramsci's theory applies to The Voice as a judge, as wealthy, successful artists use their leadership to criticize "starving artists" as subordinates. Although the contestants gain knowledge from the judges that will hopefully propel their careers, the judges are in a better situation because they vet the contestants every week, probably too – if successful, they sign them on their own houses of discs. Overall, the notion of hegemony applies to The Voice through the relationship between the candidate and