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The 15-M memeplex

Edmonds, Alexandra Corral (2015) The 15-M memeplex. Undergraduate Thesis, University of Pittsburgh. (Unpublished)

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This thesis examines Spain’s “15-M” protests and four citizen-led “follow-on groups” that have emerged since 15-M’s inception in 2011. These campaigns for social and political change resist tough austerity measures with protests that exhibit inventive textual, spatial, and visual communication practices. These practices can be explored by focusing on the extent to which 15- M’s “memeplex,” or ensemble of protest memes, has been replicated by the four follow-on groups. Application of conceptual tools drawn from argumentation, rhetoric, memetics, and semiotics supports study of each group’s communication strategies and practices. Artifacts for analysis include photographs, content from social media websites, interviews, news analyses, and blog entries. The thesis contributes to scholarly discussions of civic activism in Spain since 2011, intervenes into theoretical conversations regarding the rhetoric of social movements, and offers generalizable insights with regard to twenty-first century protest activity that may be useful for understanding other national contexts where citizens have rallied to inspire change using “occupy” tactics (e.g., the United States, Greece, Ukraine, and Brazil).


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Item Type: University of Pittsburgh ETD
Status: Unpublished
CreatorsEmailPitt UsernameORCID
Edmonds, Alexandra Corralace21@pitt.eduACE21
ETD Committee:
TitleMemberEmail AddressPitt UsernameORCID
Committee MemberOlson, Lesterolson@pitt.eduOLSON
Committee MemberRogers, Gaylegrogers@pitt.eduGROGERS
Committee MemberDemo,
Committee MemberAchugar,
Thesis AdvisorMitchell, Gordongordonm@pitt.eduGORDONM
Date: 13 August 2015
Date Type: Publication
Defense Date: 4 August 2015
Approval Date: 13 August 2015
Submission Date: 10 August 2015
Access Restriction: 5 year -- Restrict access to University of Pittsburgh for a period of 5 years.
Number of Pages: 313
Institution: University of Pittsburgh
Schools and Programs: David C. Frederick Honors College
Dietrich School of Arts and Sciences > Communication: Rhetoric and Communication
Degree: BPhil - Bachelor of Philosophy
Thesis Type: Undergraduate Thesis
Refereed: Yes
Uncontrolled Keywords: 15-M; Spain; Protest; Memes; Social Media
Date Deposited: 13 Aug 2015 18:51
Last Modified: 13 Aug 2020 05:15


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