From Invisibility to the Public Sphere: The Hybrid Media Strategy of a New Party (Podemos, Spain, 2014–2015)
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Otros documentos de la autoría: Sampedro, Víctor; DURÁN (R. Durán Muñoz), RAFAEL; SEOANE PÉREZ, FRANCISCO; Farné, Alessandra
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Título
From Invisibility to the Public Sphere: The Hybrid Media Strategy of a New Party (Podemos, Spain, 2014–2015)Autoría
Fecha de publicación
2021-12-01Editor
USC Annenberg School for Communication and JournalismISSN
1932-8036Cita bibliográfica
Sampedro, V., Durán, R., Seoane, F., & Farné, A. (2021). From Invisibility to the Public Sphere: The Hybrid Media Strategy of a New Party (Podemos, Spain, 2014–2015). International Journal of Communication, 15, 26.Tipo de documento
info:eu-repo/semantics/articleVersión
info:eu-repo/semantics/publishedVersionPalabras clave / Materias
Resumen
How does a new party manage to move from invisibility to occupying a central position in
the public debate? How does it gain the attention of the mainstream media and recognition
by the public and the institutions ... [+]
How does a new party manage to move from invisibility to occupying a central position in
the public debate? How does it gain the attention of the mainstream media and recognition
by the public and the institutions linked to sociopolitical and economic power? This article
examines the media strategy followed by the Spanish party Podemos in its first year of
activity. We apply quantitative and longitudinal methods to analyze the attention paid to
Podemos by television channels, newspapers, online press, and digital networks. Results
show that the party prioritized antagonistic talk shows, infotainment, and self-produced
television programs, which combined to create a viral presence on digital networks and
led to its leaders appearing on mainstream TV channels. This hybrid strategy took the
party from media invisibility to the central public sphere, though traditional dependence
on favorable opinion polls and electoral success were also relevant. [-]
Publicado en
International Journal of Communication, Vol. 15 (2021)Entidad financiadora
Spanish State Research Agency (Agencia Estatal de Investigación-AEI)
Código del proyecto o subvención
PGC2018-095123-B-I00 | CSO2013-48612- C2-1-P
Derechos de acceso
info:eu-repo/semantics/openAccess
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