Abstract
Faced with the environmental plundering resulting from the tourism boom in southern Spain, a number of groups have emerged to promote the defense of the natural heritage. In Malaga, capital of the "Costa del Sol", eight citizen platforms have been detected that use digital tools to amplify their demands. This study analyzes the strategy used by these movements in order to assess the planning of their presence on Facebook. The methodology used was the content analysis of this digital social network and the qualitative analysis of the results obtained, as well as semi-structured interviews with the leaders of these groups.
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