Mediatized social movements: analysis of cases of appropriation of Ni Una Menos and Black Lives Matter on Instagram

Abstract

This paper seeks to understand how mediated social movements have been appropriated in social marketing strategies and causes. Therefore, we conducted a qualitative research, using the abductive method, to analyze cases of appropriation of symbols of the international movements Ni Una Menos and Black Lives Matter, by public and private agencies. The locus of analysis was the social network Instagram, where images and hashtags of the movements circulated, sometimes in a deflated way. Thus, we conclude that the mediatization of these cases contributed significantly to their growth, however, also to their dispersion.