Activism, transmedia storytelling and empowerment

This work explores activism through new media by applying narrative power analysis and story-based strategies for social change. From an interdisciplinary and internationally discussed theoretical and methodological framework based on peace research, communication theories and cultural studies, this paper aims at gathering a series of criteria to critically analyze and assess the new media politics of social movements. Specifically, it reviews a selection of present day activist discourses to propose a communication model defined from culturally effective practices aimed at peace cultures, cultural wisdom and empowerment for conflict transformation. This analysis elaborates on previous empirical research (Pinazo and Nos Aldás, 2013) which tested protest communication scenarios as the more adequate to boost social justice, engagement and empowerment. This text therefore takes as a case study some good practices of transmedia storytelling for social change and, through discourse framing analysis, it develops on how activist empowering frames, values and emotions of social change for social justice are an effective cultural alternative to hegemonic negative frames. All in all, this paper intends to further advance conclusions on new media politics for social justice from the experience of new social movements communicative scenarios of social empowerment through transmedia storytelling

Propuestas para la investigación sobre la función social de la publicidad y la comunicación para la sensibilización

Setenes Jornades de Foment de la Investigació de la FCHS (Any 2001-2002

Learning with ‘Generation Like’ about Digital Global Citizenship: A Case Study from Spain

Eloísa Nos Aldás This chapter focuses on the practices and challenges faced by higher education (HE) in order to engage ‘Generation Like’ (Frontline 2014) , the generations who have grown up with social media, in learning to be critical, cosmopolitan and global political subjects. We present here a specific case study based on experience at the Universitat Jaume I of Castellón (UJI) , Spain, in the undergraduate degree course in advertising and public relations at the Department of Communication Sciences, Faculty of Humanities and Social Sciences, in the subject of ‘Communication towards Equality’ (one term, fourth year) . This pedagogical project contributes to international discourses on global education (GE) by sharing evidence from an interdisciplinary approach that combines global citizenship education (GCE) with areas of media literacy and communication for social change, to explore and design an innovative syllabus on ‘transgressive communication of social change’. This aims to train future... [...

La crisis del humanismo en el periodo entreguerras desde la literatura comparada

Segones Jornades de Foment de la Investigació de la FCHS (Any 1996-1997

Developing Moral Sensitivity Throgh Protest Scenarios in International NGDOs' Communication

This paper studies advertising campaigns of NGDOs by applying the innovative concepts of protest communication scenarios and moral sensitivity. Its main purpose is to advance current understanding on how two conceptually different communication scenarios -donor and protest- impact the social engagement of the public. The interdisciplinary methodology combines a discursive and psychological perspective with an empirical survey study designed with the support of cultural discourse analysis (Hall, 1997). The findings demonstrate that using communication models based on the need for collective help for poverty in terms of an unjust situation -what we call a protest communication model- increases moral sensitivity and, therefore, social action. These results are of interest for planning and assessing the organizational communication of NGDOs designed from their educational and social action liabilities. This research shows that utilizing these criteria increases the efficacy of their communication in awareness raising and social engagement without being detrimental to funding amounts

Communication and Engagement for Social Justice

From mass to interpersonal media, from citizen to governmental or corporate interactions, a communication for peaceful social change involves different screens, spaces, creative resources, means of expression and actors. All utterances, all messages, all images – both through direct experience (interpersonal communication) or through representation (mediated communication such as art, media or education) – relate together in the identities of individuals and their participation in private and collective spheres. These communication scenarios can become empowering processes when defined from the agency of individuals and geared towards social justice. The communicative action of present-day citizen movements demonstrates this point. In this light, this essay focuses on communication's role of empowering civil society's participation in transformative political peaceful actions for social justice. We explore how communication can help build awareness of social injustice and jumpstart and maintain such social action through continued engagement. On the one hand, this study aims to better understand how society can become aware of the violent and unjust effects of certain actions, their cultural and symbolic consequences and how they are connected to social injustice, especially of certain communicative behaviors. On the other hand, we promote a communicative and educative project that addresses violence and injustice by developing sensitivity to the suffering of others. We argue that it is this feeling of responsibility that leads people to act in order to eradicate such practice

Activismo ciudadano y acontecimientos políticos en la transformación de la esfera pública digital en españa: del sms ¡pásalo! a Podemos

This paper discusses digital communication, activism and political system in Spain from a critical-historical perspective. The results of combined empirical and analytical research indicate that a critical digital public sphere emerged in 2004 affecting the evolution of the political sphere to this day. Traditional parties had a slow and instrumental approach to the digital realm. Conversely, cyber-activism unfolded new options of political action, both in the short and long term, transforming the bipartisan system.El artículo aborda la comunicación digital, el activismo y el sistema político en España desde una perspectiva crítica-histórica. Los resultados de una investigación empírica y analítica indican que en 2004 surgió una esfera pública digital crítica que afectó la evolución de la esfera política hasta hoy. Los partidos tradicionales se acercaron al entorno digital de manera lenta e instrumental. En cambio, el ciberactivismo abrió nuevas opciones de acción política, a corto y largo plazo, transformando el sistema bipartidista

Comunicación para la Paz y la Cooperación: un proyecto conjunto

Sisenes Jornades de Foment de la Investigació de la FCHS (Any 2000-2001