During the early ´90s, the Menemism managed to build in Argentina a new cultural hegemony around neoliberal values. This paper examines some key aspects of this successful hegemonic construction, placing the shaft in the discursive dimension of the phenomenon. From an original theoretical-methodological approach, which analyzes the dialectical relationship between the verbal plane of presidential discourse and the extra-linguistics conditions of possibility, provides elements to elucidate the interpellative effectiveness of the Menemist hegemony to transform existing identities and build a new political and social order and new successful common sense.
Menemism; Neoliberal hegemony; Discourse analysis; Politics; Argentina.