The phrase you're looking for is "cultural hegemony"[1]: 'The mode of being of the new intellectual can no longer consist of eloquence, which is an exterior an

The phrase you're looking for is "cultural hegemony"[1]: 'The mode of being of the new intellectual can no longer consist of eloquence, which is an exterior and momentary mover of feelings and passions, but in active participation in practical life, as constructor [and] organizer, as "permanent persuader", not just simple orator.' [1] - https://en.wikipedia.org/wiki/Cultural_hegemony https://en.wikipedia.org/wiki/Cultural_hegemony