Podemos, from invisibility to overexposure

  • Victor Sampedro Universidad Rey Juan Carlos
DOI: https://doi.org/10.5209/rev_TK.2015.v12.n1.48890
Keywords: Hegemony, post-estructuralism, Laclau, Mouffe, new political communication, ciberpolitics, political economy, talk-shows, social networks, television

Abstract

The communicative success of Podemos is an example of how to apply the ideological hegemony theories that  its academic leaders have researched. The media strategy of Podemos consists of a sequential and symbiotic combination of self-controlled audiovisual production, viralization through digital networks, and visibility in conventional media and formats, such as TV talk-shows. Its limitations show just how important the political economy of conventional media actually is: They still keep an overwhelming audience majority and are decisive  in any hegemonic dispute.  In a short period of time, this new political party has gone from insivibility to a negative over- exposure.

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Author Biography

Victor Sampedro, Universidad Rey Juan Carlos
Víctor Sampedro has conducted research on media and social movements, electoral campaigns and social mobilization, covering the Spanish General Elections and cycles of protest over the last two decades. Empirical research, critical theory of public sphere and an increased focus on digital media are key notes of his work, which is accessible at www.victorsampedro.com

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How to Cite
Sampedro V. (2015). Podemos, from invisibility to overexposure. Teknokultura. Journal of Digital Culture and Social Movements, 12(1), 137-145. https://doi.org/10.5209/rev_TK.2015.v12.n1.48890
Issue
Vol. 12 No. 1 (2015): Hypothesis Podemos: dialogues, debates
Section
Dis/Regarding...

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