Ruberg uses the word "hegemony" a lot. If you're not familiar with it and/or haven't looked it up if so, the idea comes from Marxist theory, which was attempting to explain why non-elites follow the norms preferred by elites if they aren't forced to do so (that is, there isn't always overt power being used to get people to behave in ways that allow the "ruling class" to keep the good stuff for themselves.) The concept of hegemony was hypothesized: that if you can get workers to buy in to values that may not be in their interests, then you can exert control without having to always have an iron fist.
This site has a good short discussion. The example they give is:
"For example, the idea of “pulling oneself up by the bootstraps,” the idea that one can succeed economically if one just tries hard enough, is a form of "common sense" that has flourished under capitalism, and that serves to justify the system. In other words, if one believes that all it takes to succeed is hard work and dedication, then it follows that the system of capitalism and the social structure that is organized around it is just and valid. It also follows that those who have succeeded economically have earned their wealth in a just and fair manner and that those who struggle economically, in turn, deserve their impoverished state"