文章基本信息

标题：Communication strategies in civil movements: «Marea Blanca», «Marea Verde» and Telemadrid’s mobilization
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作者：Antón Álvarez Ruiz ; Patricia Núñez Gómez
期刊名称：Revista Obets. Revista de Ciencias Sociales
印刷版ISSN：1989-1385
出版年度：2016
卷号：11
期号：1
页码：53-74
DOI：10.14198/OBETS2016.11.1.03
语种：Catalan
出版社：University of Alicante
摘要：This article analyses the importance of the communication strategies applied by three significant social movements: Telemadrid workers’ mobilization (Madrid’s public television), the «Marea Blanca» («White Tide»), which grouped up the healthcare professionals, and the «Marea Verde» («Green Tide»), which was done by teachers. These movements are a practical application of the «indignados» («outraged») movement and, following the 15-M steps, they improved these strategies in what refers to communication and mobilization. For this purpose, we carried out two investigations: twelve in-depth interviews with leading members of these social movements; and an online questionnaire passed to strategic planners who are the experts in communication strategies from the advertising agencies.