Artivismo plus Grassroots. Estudio del caso: la Campaña Municipal de Manuela Carmena

María  López-Trigo Reig; María  Puchalt López; Victoria Cuesta Díaz

doi:10.4185/RLCS-2019-1378

Authors

María López-Trigo Reig University CEU Cardenal Herrera https://orcid.org/0000-0001-7136-9807
María Puchalt López University CEU Cardenal Herrera https://orcid.org/0000-0002-4098-736X
Victoria Cuesta Díaz Complutense University of Madrid https://orcid.org/0000-0003-1318-1173

DOI:

https://doi.org/10.4185/RLCS-2019-1378

Keywords:

Artivism, Grassroots, political communication, citizen participation, art

Abstract

The object of the present study is the case study: "Artivism plus Grassroots”, performed in the election campaign of Manuela Carmena during Municipal Elections of Madrid in 2015, where these two terms merged, art and citizen participation, innovating in political communication as has never been seen before in Spain. Also, in this context, there will be delving into the campaign of the political party Ahora Madrid, to which the aforementioned candidate is affiliated. It is revealing to account for the use of digital platforms as communication tools by the new parties, in this case Ahora Madrid, during the elections, to identify the activity generated therein and its character and, likewise, to observe whether they promoted the horizontal and bidirectional communication characteristic of this environment 2.0. For Manuel Castells (2012) in the past two decades there was a revolutionary transformation in terms of technology and organization of the socialized communication. “Said transformation can be defined as the shift from masses communication to self-communication of masses” (p.23). A relevant issue to be developed in this article. And in all this environment of changes in communication it is noteworthy that in the political behaviour of Spanish there is a before and an after since the 15M movement. The professor Antonio GutiérrezRubí (2011) is worth mentioning, who considers the resurgence of a new public space is observed as a consequence of the use of social networks and Internet for the civic action. This entails “the loss of the exclusive privilege of the political action by politicians” and he adds “they must have seen that it is possible to organize politically without them; to communicate in an efficacious manner without mediatic intermediation or against some myopias; and to create

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Author Biographies

María López-Trigo Reig , University CEU Cardenal Herrera

Graduate in Information Sciences by Universidad CEU Cardenal Herrera, specialty of Advertising and Public Relations. She is PhD in Communication, being the title of her doctoral dissertation: “The use of Internet on general elections of 2011 in Spain: analysis of the strategies of electoral marketing on digital media of PP and PSOE.”

More than 16 years of experience on different companies and sector of the Valencian Community. She is used to work by objectives and in compliance with the budgets assigned to her area of management. She considers herself a person with capacity for planning, management and team motivation. She is an enthusiastic professional, dynamic and that successfully fulfils the challenges established.

She is currently responsible of CEU Emprende. She has been Vice-Dean for two years in the degree studies on Business Management and Marketing and two years Vice-Dean of the degree studies on Advertising and Public Relations of Universidad CEU Cardenal Herrera. She is author of articles, lectures in congresses and chapters about political communication. Some of the subjects taught are Communication, Marketing and Media Planning in the graduate studies of Advertising and Public Relations, and Strategic Marketing and Sectorial Marketing in the studies on Business Management and Marketing.

María Puchalt López , University CEU Cardenal Herrera

She is currently PhD on Communication by Universidad CEU Cardenal Herrera. She has also completed the university master’s degree on Communication and Digital Branding.

Professor of Media Planning, Creation of Interactive Platforms and Graphics, and of Innovation in Communication in Universidad CEU Cardenal Herrera. She is coordinator of the University Master’s degree on Communication and Digital Branding, where she also teaches classes about Mobile Marketing. She participates as researcher in a research project titled: “A little bit of Rock&Love: identification of creative resources used by brands to achieve connection with consumers in the digital era. Grounds for a new theoretical model for Brand communication.”

Victoria Cuesta Díaz , Complutense University of Madrid

PhD in nursing by Universidad Complutense de Madrid. Professor of the master’s degree on Communication and Health by Universidad Complutense. Honorary collaborator of the department of Theory and Analysis of Communication by Universidad Complutense. Member of the consolidated research group of Universidad Complutense called “Creation psychosocial effects of the audiovisual discourse”. Author of different articles and book chapters on communication and health. Nurse of the NICU in Hospital Quirón of Madrid.

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