Hegemony: gate keeping,agenda setting, framing and CAVEMEN

True hegemony is made up of three concepts: "gate keeping, agenda setting and framing" and can be defined as the ability of the controlling group to control and stay in control; enforcing its beliefs again and again like in this advertisement from GEICO.

The gate keeping aspect of this ad is Geico's decision of getting their insurance. The agenda that is set is how simple getting the Geico insurance is. In this advertisement the caveman is made to look "modern" and "ancient" all at once. The ad tells us that even though he is primitive, and not as intelligent as the modern man, the "cave person" of the ice age would still be able to get the Geico insurance. Because of the "Cave Man" not having a computer, cell phone, or any form of "modern technology"  (i.e. not a club) in the time he existed he is seen as a "lower being" in this ad. The computer in the ad is a depiction of what a caveman would do with a computer; he would get Geico insurance because it is easy.
         The modern "cave man" character with the facial features of the caveman in the ad and the modern dress of a "man"  is to emphasize humor and a small and subtle point: The cave people were actually intelligent. After all we did descend from them, and because they survived, we exist. Although this point is not emphasized humor is more set on the "modern man" that looks like the caveman. Hegemony helps me understand that modern media and history relate "Primitiveness" to intelligence being at a lower level.