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“ Alternative communication networks, framing and he construction of  political power” Mayra Mart ínez Avidad. PhD Candida...
Theoretical framework Power Conceptualization of power as a dynamic constructi on of meaning (Foucault, 1970) & (Gramsci,1...
Media discourse is part of the process which people construct meaning Two key process  by which media actively set the fra...
Entmant’s Cascading Network Activation (2004) Administration Other Elites   Media News Frames Public
Hypothesis The ability of the public to feed back to the media frames and, therefore, to influence political elites has be...
The public have now the opportunity to use social networks to produce its own messages that potentially challenge official...
Case study 11-M terror attacks in Madrid   2004
Government officials framed the attacks as ETA was responsible for them   11-M 12-M The government lost its control over E...
Framing of the authorship  in Spanish Press Content Analysis Results Framing of the authorship  by Other Elites (media cov...
Framing of the Authorship in Alternative Communication Networks  Source: Ro ig & López (2005)
Internet and text messaging offered the public, not just the virtual space to share and unify their own frames and interpr...
General Conclusions  <ul><li>The way political elite -given their privileged access to media- had been able to impose thei...
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Alternative communication networks, framing and the construction of poilitical power

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Alternative communication networks, framing and the construction of poilitical power

  1. 1. “ Alternative communication networks, framing and he construction of political power” Mayra Mart ínez Avidad. PhD Candidate University Complutense of Madrid.
  2. 2. Theoretical framework Power Conceptualization of power as a dynamic constructi on of meaning (Foucault, 1970) & (Gramsci,1971) Ability of shaping the minds of people around specific frameworks Counter-Power Fighting to change the meanings that reflect dominant interest and replaces them with alternative discourses
  3. 3. Media discourse is part of the process which people construct meaning Two key process by which media actively set the frames of reference that audience use to interpret public events: <ul><li>Agenda setting: media force attention to certain issues by giving special prominence and space to certain issues </li></ul><ul><li>Framing: media influence how we think about the issues by giving a particular view on specific issues </li></ul>
  4. 4. Entmant’s Cascading Network Activation (2004) Administration Other Elites Media News Frames Public
  5. 5. Hypothesis The ability of the public to feed back to the media frames and, therefore, to influence political elites has been expanded by the advent of the Internet and mobile communications Virtual Networks Mass self-communication (Castells, 2009) Individual frames Collective frames
  6. 6. The public have now the opportunity to use social networks to produce its own messages that potentially challenge official frames that may change power relations in the media sphere Revised model on Framing in International Issues Administration Other Elites Media News Frames Public Alternative Networks
  7. 7. Case study 11-M terror attacks in Madrid 2004
  8. 8. Government officials framed the attacks as ETA was responsible for them 11-M 12-M The government lost its control over ETA authorship frame 13-M The conservative ruling party lost the general elections 14-M Timeline
  9. 9. Framing of the authorship in Spanish Press Content Analysis Results Framing of the authorship by Other Elites (media coverage)
  10. 10. Framing of the Authorship in Alternative Communication Networks Source: Ro ig & López (2005)
  11. 11. Internet and text messaging offered the public, not just the virtual space to share and unify their own frames and interpretations, but the tool to organize and execute peaceful protest in the physical world, which ultimately made possible the counter-frame to have an impact in the media sphere. How did this interpretation influence media frames?
  12. 12. General Conclusions <ul><li>The way political elite -given their privileged access to media- had been able to impose their own definitions of reality in the media sphere, is now countered by the new public’s ability to gain media attention around their own messages and interpretations. </li></ul><ul><li>Alternative communication networks are counter-power tools in people’s hands used to construct contra-frames which are able to defeat those frames that reflect the interest of the ruling class. </li></ul>

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