From Invisibility to the Public Sphere: The Hybrid Media Strategy of a New Party (Podemos, Spain, 2014–2015)
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comunitat-uji-handle2:10234/8035
comunitat-uji-handle3:10234/8640
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Title
From Invisibility to the Public Sphere: The Hybrid Media Strategy of a New Party (Podemos, Spain, 2014–2015)Author (s)
Date
2021-12-01Publisher
USC Annenberg School for Communication and JournalismISSN
1932-8036Bibliographic citation
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.Type
info:eu-repo/semantics/articleVersion
info:eu-repo/semantics/publishedVersionSubject
Abstract
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. [-]
Is part of
International Journal of Communication, Vol. 15 (2021)Funder Name
Spanish State Research Agency (Agencia Estatal de Investigación-AEI)
Project code
PGC2018-095123-B-I00 | CSO2013-48612- C2-1-P
Rights
info:eu-repo/semantics/openAccess
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