The importance of scale in Occupy movement protests: a case study of a local Occupy protest as a tool of communication through Public Relations and Social Media/La importancia de la magnitud de las protestas del movimiento Occupy: el caso de una protesta

Ana Adi, Kevin Moloney

Resumen


Abstract

This paper explores the persuasive communications (public relations and branding through social media) of a micro Occupy event, namely a nine-day appearance of the global protest movement at Bournemouth University (BU), on the south coast of the UK. It reflects on how student and town protesters used digital and social media in comparison to the wider and more successful UK movement. It interviews the student leader, and asks questions about the role social networks like Occupii.org played in formulating communication strategies as well as how they integrated with more popular social media platforms like Facebook and Twitter. The conclusions coming from our micro case study suggest that without a supportive geographic and civic location; clear and focused messages, and robust strategic communication planning and execution, Occupy events will remain very small.

Resumen

Este artículo explora las comunicaciones persuasivas (relaciones públicas y branding a través de los medios de comunicación social) de un minúsculo evento de Ocupación, la Ocupación de nueve días del campus de la Universidad  de Bournemouth (BU), en la costa sur del Reino Unido. El articulo refleja cómo los ciudadanos y estudiantes manifestantes utilizan los medios digitales y sociales y los compara con el movimiento más amplio y exitoso de Ocupación en el Reino Unido. En este artículo se incluye la entrevista al líder estudiantil del movimiento, con preguntas sobre cómo el papel que redes sociales como Occupii.org han jugado en la formulación de estrategias de comunicación de ese grupo, y como el grupo integra sus comunicaciones con las plataformas sociales más populares como Facebook y Twitter. Las conclusiones de nuestro estudio sugieren que sin una ubicación geográfica favorable y cívica, sin mensajes claros y concretos, y sin una sólida y planificada estrategia de  comunicación, las Ocupaciones se quedarán muy pequeñas.


Citas


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Prefijo DOI: 10.5783

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