Cyberfeminism as a vindication scene. The Goya Awards as a case study

Abstract

Introduction. Digitization and the technological environment offer new means of communication for social assertion and for the New Social Movements. The feminist movement has achieved media coverage in the media that would not have otherwise due to the Internet. The main purpose of this article is to investigate how the messages of social movements are structured against the challenge of media convergence. To this end, the action #MásMujeres that Asociación de Mujeres Cineastas y de Medios Audiovisuales (CIMA) carried out during the Goya Awards from 2018 to 2020 is studied. Methodology. The research applies to content analysis to learn about media coverage and informational treatment, as well as the dissemination of content through social networks. The results are validated from an in-depth interview applied to the president of the Association. Results. The data suggests that the coverage of the event has been decreasing over time and that the dissemination of content on social networks has been uneven over the years, despite the engagement. Conclusions and discussion. The study concludes that, in the face of the new challenges posed by social movements, the red carpet responds to a timely communication tool when it comes to spreading messages specific to social assertion but that requires strategic planning.