Through a close analysis of the media campaign to oust Chilean General Augusto Pinochet from power in 1988, this article explores the construction of national hegemony in transnational context. The Chilean opposition's success in constituting a political and cultural alternative to military rule illustrates the process by which hegemony is constructed, but at the same time it allows us to reconsider this classic sociological concept in several important ways. While hegemony is constructed at the national level, it is composed out of transnational flows. Hegemony has also been understood primarily as a form of ideological domination. This analysis, by contrast, demonstrates the importance of going beyond culture as meaning to take into account the material, technological and affective dimensions of hegemony.
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