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 The Media School, Bournemouth University
  • Kevin Moloney The Media School, Bournemouth Univeristy


Palabras clave:

Occupy, Bournemouth, social media, public relations, social networking, dissent PR, strategic communication



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 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.


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 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.


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Biografía del autor/a

Ana Adi, The Media School, Bournemouth University

Ana Adi is a Lecturer in Marketing and Corporate Communications in the Media School of Bournemouth University where she teaches and researches aspects of digital communication strategies and their uses by small and medium companies as well as by activist and protest groups. Ana is also an independent Public Relations Consultant specialised in new media and online communication strategies. She is also actively promoting a more extensive use of new and social media both in research and the teaching process as a board member of the Social Media Global Education Connection Project.

Kevin Moloney, The Media School, Bournemouth Univeristy

Kevin Moloney teaches and researches at the Media School, Bournemouth University. He is interested in the points of intersection of the political economy, civil society and public relations. He is the author of Rethinking PR (2006) and series editor of New Directions in Public Relations and Communication Research from Routledge.


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Cómo citar

Adi, A., & Moloney, K. (2012). 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. Revista Internacional De Relaciones Públicas, 2(4(jul-dic), 97–122.