Graphic-strategic communication in the 15-M Movement. Usage of the conventional visual reading itinerary to get comprehension

Abstract

Social movements are living a time of impasse with regard to their strategic intelligence and praxis, although they show strategic interest in communication. The research presented in this report is about this crisis. It studies the case of a particularly successful social movement: the 15-M Movement. The research studies the usage of the technique of the conventional visual reading itinerary to get comprehension on the graphic messages, to make graphic messages during May 2011 and by the members of the Acampada Sol of the 15-M Movement. It analyzes the content of a stadistically representative sample of 178 billboards and placards determining the next estadistic parameters; absolute frequencies, medium, median, mode and sum. It determined the degree of use of this technique, used to make effective advertisings graphic messages. The data indicate that the use of this technique was half (66,1%).