THE INFLUENCE OF THE DISCOURSE ON SOCIAL CHANGE IN THE MEDIA AGENDA. THE CASE OF THE PLATFORM OF PEOPLE AFFECTED BY MORTGAGES

Social movements are one of the driving forces of social change. Organisations such as the Platform of People Affected by Mortgages (PAH) denounce situations of injustice and question the construction of the social meanings through discourse. They promote self-mediation strategies, especially through social networks, to influence the media agenda and public debate. So, through a critical analysis of the qualitative discourse, our aim is to know if the PAH introduce their topics and frames in the media agenda. Results show that this activist movement achieves to condition what is spoken and also how is spoken, getting a favourable coverage.