Publication: El movimiento 15-M en los medios y en las redes. Un análisis de sus estrategias comunicativas
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2015
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Abstract
Este trabajo se centra en el análisis de los usos de Internet por parte de los activistas del movimiento 15-M en dos sentidos: i) como vehículo de comunicación con sus potenciales audiencias y ii) como estrategia que permite poner en circulación marcos alternativos a los ofrecidos por los mass media. Por ello analizamos, también, el papel que jugó la prensa escrita durante las elecciones autonómicas y municipales de 2011 cuando el movimiento irrumpió con fuerza en la vida pública española. Frente a los marcos desarrollados por la prensa escrita durante dicho periodo, los activistas del movimiento reaccionaron con una estrategia dirigida a controlar el flujo de información sobre lo que estaba sucediendo en las plazas de muchas ciudades de España. Se trata, de una estrategia de acción comunicativa que gira en torno al marco general del 15-M y que, gracias en gran medida a Internet, se centra en la necesidad de desarrollar formas de participación directas y des-intermediar las relaciones entre los activistas y el resto de ciudadanos.
This paper focuses on the analysis of the uses of the Internet by activists of the 15-M movement. We pay attention to two processes: the use of the Internet i) as a vehicle of communication with their potential audiences and ii) as a technology that allows to circulate an alternative framework. Therefore we analyzed also the role played by the newspapers during the regional and municipal elections of 2011 when the movement burst onto the Spanish public life. Facing the frameworks developed by the newspapers during this period, the activists reacted with a strategy to control the flow of information about what was happening in the streets of many cities in Spain. This strategy of communicative action revolves around the general framework of the 15-M and, thanks largely to the Internet, is focused on the need to develop forms of direct participation and the disintermediation of the relationships between activists and other citizens.
This paper focuses on the analysis of the uses of the Internet by activists of the 15-M movement. We pay attention to two processes: the use of the Internet i) as a vehicle of communication with their potential audiences and ii) as a technology that allows to circulate an alternative framework. Therefore we analyzed also the role played by the newspapers during the regional and municipal elections of 2011 when the movement burst onto the Spanish public life. Facing the frameworks developed by the newspapers during this period, the activists reacted with a strategy to control the flow of information about what was happening in the streets of many cities in Spain. This strategy of communicative action revolves around the general framework of the 15-M and, thanks largely to the Internet, is focused on the need to develop forms of direct participation and the disintermediation of the relationships between activists and other citizens.