Advertising activism in the digital age: #MadridconManuela
DOI:
https://doi.org/10.24137/raeic.3.5.5Keywords:
participatory culture, advertising, social movements, social media, Manuela Carmena, digital cultureAbstract
On May 24th 2015, the political party Ahora Madrid won the local elections in Madrid against odds. Ahora Madrid was founded just four months before the elections and its candidate, Manuela Carmena, a retired judge, wasn’t a known politician. By the rules of the Electoral Board, the party had no right to broadcast political advertising on public service media and private broadcasters were not an option due to the low budget of the party. However, Carmena benefited from a campaign developed by leading professionals in the Spanish advertising and communication industry, who decided to actively participate in the social media movement #MadridconManuela (Madrid with Manuela). This paper analyzes this case study and explains how the community of professionals collaboratively designed the campaing on its own initiative. Results point out how this kind of practice makes a change in the traditional advertising communication models.
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