Herramientas comunicativas para el compromiso socialla plataforma N-1 en el 15M

Abstract

The aim of this investigation is to examine how the virtual environment is used by the movement that which arose in Spain as a result of the events of May 15th. Technological tools (such as social networks) are key to understanding the importance of this movement and to help engage supporters on a social level. These tools are used to spread information on actions or events through the population. This essay analyzes how social networks acted as a catalyst to the social media during the 15M social movement. It is a clear example of what Manuel Castells (2009) defines as "mass autocommunication". Technological tools are the vehicle used by the people, supported by the intelligence and the collective mind (Jenkins, 2006; Levy, 2007), to exert their rights and freedom of speech in a democratic society. In this context the citizen becomes a producer within a social environment created by the technologies (Marshall McLuhan and Barrington Nevitt, 1972; Alvin Toffler, 1980). From an ethnographic perspective and adopting an active observer role, the social network N -1, a free software platform, is analyzed. For this purpose, the case of the Popular Assembly of Arganzuela and more specifically the communication group inside this organization will be examined. from all the possibilities offered by this tool this essay shows how horizontal relations are developed (Fromm, 1974) breaking from traditional asymmetric structures. The resulting communicative difficulties which can arise from this context will be also examined, such as achieving full visibility through content management.