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Concepción Acevedo, César Emil
01/2018Dissertation
Una de las razones del surgimiento de los movimientos sociales en línea es la creación de redes o vínculos de indignación y esperanza alrededor de un tema particular. Este trabajo identifica y analiza los eventos que desataron las redes de indignación y esperanza y su desarrollo en la formación del Boicot a La Comay, para lograr entender cómo un movimiento social en línea logra ejercer presión política y económica sobre una autoridad institucional. Se utiliza una metodología mixta al analizar entrevistas hechas a líderes del boicot y publicaciones realizadas en la página de Facebook del boicot para entender las estrategias y el desempeño de los líderes que conforman el movimiento. Se identifican las estrategias de movilización en línea, las funciones de los diferentes líderes encargados del boicot y también se distinguen como eje central en el discurso del boicot asuntos relacionados a esperanza. One of the reasons for the emergence of online social movements is the creation of networks of outrage and hope around a particular topic. This work identifies and analyzes the events that unleashed the networks of outrage and hope and their development in the formation of the La Comay Boycott, in order to understand how an online social movement manages to exert political and economic pressure on an institutional authority. A mixed methodology is used when analyzing interviews made to boycott leaders and publications made on the Facebook page for the Boycott to understand the strategies and performance of the leaders that make up the movement. The online mobilization strategies, the functions of the different leaders in charge of the boycott are identified and also are distinguished as a central axis in the speech of the boycott matters related to hope.
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