In recent years, Brazil has celebrated itself as a major economic player with emerging markets and growing influence on the international scene. However, in 2013, Brazil was paralyzed by huge demonstrations expressing deep discontent with the actions of their governments. In this article, I examine the sudden onset of protest and its absence in previous years. I will argue that despite these protests, Brazil's government maintains a hegemonic culture that propagates its own values ​​and practices. Brazil experiences the aforementioned modernization process, which does not fully reflect the demands of the lower class. Using Brazil as an example, I will delve into how political leadership establishes and maintains its control. Gramsci conceived hegemony when he was imprisoned by Mussolini's fascist regime. He was interested in understanding how a state could remain in power and maintain control even when so many people were oppressed by it. Gramsci developed his concept of hegemony to understand how forces of power can lead people of the lower classes to maintain the status quo rather than rebel against it even in the face of oppression. He argued that control does not always occur through violence or political and economic coercion, but also through ideology. He states that hegemony is “political leadership…consensus in the life and activities of the state and civil society” (Gramsci SPN Q10,I§12). In this sense, Hegemony is defined as “the spontaneous consent given by the great masses of the population to the general direction imposed on social life by the dominant fundamental group” (Lears 1985: 568). Gramsci would consider the countermovement of Brazil's middle and lower classes to b...... middle of paper ...... the concept of hegemony to alert the proletariat of their oppression, he did not see hegemony as fundamentally negative. The rise of the proletariat in Brazil requires a new hegemony that could actually have positive social effects. Gramsci's notion of hegemony is a useful tool for understanding the dynamics of power. Gramsci makes power mobile with his insight that all social systems of inequality have hegemony. Hegemony can also absorb movements initially hostile to the power system. The protests in Brazil illustrate the capacity of hegemony to absorb the countermovement into the hegemonic capitalist system. The groups' rebellious demands for reduced transport fares, better healthcare and education were channeled towards the capitalist hegemon. This example of how full-scale protests and their demands can be structured in a system-friendly way shows how pervasive hegemony can be.