Uztaro

Aldaketa-garaia bizi du komunikazioak iraultza teknologikoaren testuinguruan. Eraldaketa horien eragin-esparruak mugimendu sozialak ere barneratu ditu eta, ondorioz, transmedia-mobilizazio sozial izendatu den fenomenoa gurera ere iritsi da. Horrela, mugimendu sozialek birmoldatze-aro hau ustiatuta, besteak beste, beren mobilizazio-gaitasuna zein eragin-esparrua sendotzeko aukera daukate; izan ere, hedatze komunikatiboa bihur baitaiteke mobilizazioaren akuilu.

Horren adierazle, 2013ko apirilean Donostian abiatu zen desobedientzia zibileko Askegunea mugimenduaren komunikazio-estrategiatik abiatuta, haren transmedia-izaera aztertu dugu ikerketa honetan.

GAKO-HITZAK: Transmedia · Mobilizazio sozialak · Askegunea · Komunikazioa.

Transmedia and social mobilization: AskeguneaÂ’s communication strategy

Communication is experiencing a time of change in the context of the technological revolution. The influence of these changes have also reached social movements and, consequently,has come down to us the phenomena called transmedia social mobilization. In thisera of remodeling social movements, they have, among others, the opportunity to strengthentheir mobilization capacity and sphere of influence. In fact, expansion of communication canbecome a catalyst for mobilization.

In that context, we have analyzed the transmedia nature of the communication strategy launched in San Sebastian, in April 2013, by Askegune social disobedience movement.

KEY WORDS: Transmedia · Social mobilization · Askegunea · Communication.