Title:
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Media and Twitter agendas for social mobilizations: the case of the protests in defense of the public healthcare system in Spain
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Author:
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Masip, Pere; Ruiz, Carlos, 1960-; Suau Martínez, Jaume; Puertas-Graell, David
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Other authors:
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Universitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquerna |
Abstract:
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This article analyzes the citizen movement in defense of the public health system and
against the proposal of merging two hospitals in the city of Granada. The merger was
scarcely covered by the mainstream media until a physician denounced the hospital
system reform in a Facebook video that soon went viral. From that moment, a social online
mobilization began facilitating greater involvement of citizens and civic organizations,
reaching traditional political actors. Using a multimethod approach and based on content
analysis, interviews, and social networks analysis, this case illustrates the mobilizing
capacity of social media, highlighting the ability to overcome the traditional lack of agency
that is associated with virtual mobilizations. It also demonstrates the ability of social media
to set the social agenda and to influence the mainstream media, which are then “forced”
to introduce the demand into their agenda. Finally, it also shows how new online social
leaders become microcelebrities with high mobilizing capacities. |
Publication date:
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2020 |
Subject (UDC):
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65 - Gestió i organització. Administració i direcció d'empreses. Publicitat. Relacions públiques. Mitjans de comunicació de masses |
Subject(s):
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Moviments socials Mitjans de comunicació social Mitjans de comunicació de massa Espanya |
Rights:
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L'accés als continguts d'aquest document queda condicionat a l'acceptació de les condicions d'ús establertes per la següent llicència Creative Commons:http://creativecommons.org/licenses/by-nc-nd/4.0/
© L'autor/a |
Pages:
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22 p. |
Document type:
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Article Article - Published version |
Published by:
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University of Southern California (USC). Annenberg School for Communication and Journalism
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Publish at:
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International Journal of Communication, vol. 14, 2020
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