From Invisibility to the Public Sphere: The Hybrid Media Strategy of a New Party (Podemos, Spain, 2014–2015)
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Títol
From Invisibility to the Public Sphere: The Hybrid Media Strategy of a New Party (Podemos, Spain, 2014–2015)Autoria
Data de publicació
2021-12-01Editor
USC Annenberg School for Communication and JournalismISSN
1932-8036Cita bibliogràfica
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.Tipus de document
info:eu-repo/semantics/articleVersió
info:eu-repo/semantics/publishedVersionParaules clau / Matèries
Resum
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. [-]
Publicat a
International Journal of Communication, Vol. 15 (2021)Entitat finançadora
Spanish State Research Agency (Agencia Estatal de Investigación-AEI)
Codi del projecte o subvenció
PGC2018-095123-B-I00 | CSO2013-48612- C2-1-P
Drets d'accés
info:eu-repo/semantics/openAccess
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