Transmedia and social mobilization: Askegunea’s communication strategy

Abstract

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, conse- quently, has come down to us the phenomena called transmedia social mobilization. In this era of remodeling social movements, they have, among others, the opportunity to strengthen their mobilization capacity and sphere of influence. In fact, expansion of communication can become a catalyst for mobilization. In that context, we have analyzed the transmedia nature of the communication stra- tegy launched in San Sebastian, in April 2013, by Askegune social disobedience movement.