The relationship between mainstream media and political activism in the digital environment: New forms for managing political communication

Abstract

Social media are introducing changes into the relationship between the mainstream media and online political activism. In a new context characterized by citizen empowerment, social movements are promoting new models for interacting with journalists. This chapter aims to analyze this phenomenon. To that end, a qualitative methodology has been used, based on in-depth interviews with online political activists and journalists affiliated with the 15M Movement in Spain. The results illustrate the emergence of a new strategy grounded in the overturn of mediatization.