Peripheral communication practices in Spain. The case of La Poderío

Abstract

Within the framework of the new digital paradigm, a multitude of media have emerged that express communicational realities different from those institutionalised by conventional media groups. In Spain, alternative media proliferated after the crisis of 2008 and the transformation of the journalistic context, which is immersed in the digital economy. This work focuses on analysing La Poderío as a peripheral publication project with a gender perspective in the Spanish sphere, looking in depth at its trajectory and organisational structure, the strategies and communication channels it uses and its digital audience. It is a case study that has used in-depth interviews, web traffic analysis and the monitoring of metrics in social networks as tools. The results indicate that this is a project of non-mainstream journalistic cultural production with a gender perspective that values communication from the periphery and gives a voice to under-represented groups, helping to make alternative contexts of social and communicative interaction visible. However, with the intention of making proposals, elements have been detected that can facilitate its expansion and professionalization.