This document discusses alternative communication networks and their role in shaping political power and discourse. It argues that social networks allow the public to produce their own messages and frames that can challenge official frames from political elites. As a case study, it examines how alternative networks influenced framing of the 2004 Madrid bombings. Networks allowed the public to share alternative interpretations that organized peaceful protests, which impacted media coverage and ultimately led to the conservative ruling party losing the next election. The key conclusion is that alternative networks now give the public a counter-power tool to gain media attention for their own frames and interpretations, challenging the political elite's previous control over media discourse.

1. “ Alternative communication networks, framing and he construction of political power” Mayra Mart ínez Avidad. PhD Candidate University Complutense of Madrid.

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

4. Entmant’s Cascading Network Activation (2004) Administration Other Elites Media News Frames Public

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. 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. Case study 11-M terror attacks in Madrid 2004

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. Framing of the authorship in Spanish Press Content Analysis Results Framing of the authorship by Other Elites (media coverage)

10. Framing of the Authorship in Alternative Communication Networks Source: Ro ig & López (2005)

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?