The Battle of PAH's Escraches on Screen: YouTube vs. RTVE
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Abstract
Social movements have made strategic use of digital social networks and the widespread availability of mobile devices to disseminate their messages and coordinate actions more effectively. This study explores the discourse of the Plataforma de Afectados por la Hipoteca (PAH), comparing it to that of RTVE during the organisation’s first campaign of escraches—a form of protest that represented a break from the movement’s traditional repertoire.
This innovation sparked a struggle to establish new conceptual frameworks through which the protests could be understood. The analysis shows how political parties used mainstream media to impose narratives centred on violence, whereas digital platforms—specifically YouTube—allowed the PAH to put forward an alternative discourse. This message was grounded in democratic principles of accountability and framed in a predominantly pacifist tone.
The study employs frame theory to analyse these contrasting portrayals and their implications in the broader battle over meaning-making in the public sphere.
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