SOCIAL MEDIA PROMOTION OF ARTISTIC SPACES IN CARABANCHEL (MADRID)

Abstract

The artists' studios and exhibition spaces that have opened in Carabanchel in the last decade are indicative of the displacement towards the peripheries of several cities that has been precipitated by processes of speculation and gentrification. The efficacy of these dynamics is contingent upon the utilisation of digital communication technologies, particularly those employed for the promotion of content through social media networks. The present research study investigates the context and process of the establishment of the artistic space of Carabanchel. Furthermore, an analysis of the communicative actions carried out through two social media networks, namely Instagram and X, is conducted, and their correlation with other media is examined.