Abstract
Abstract Contemporary activism media research, largely focused on digital media's technological and discursive aspects, often lacks comparative studies and tends to overlook institutional or cultural factors in communication for social change (CSC). This study addresses these gaps by examining advocates’ sensemaking and communication praxis in contexts shaped by different advocacy traditions and sociocultural understandings of inequality. Through an analysis of 52 semi-structured interviews with Argentine grassroots advocates and U.S. professional ones, this study reveals similar media assessments across cases yet with different intersectional emphases: class in Argentina and race in the United States. Cross-case divergencies emerge in advocates’ positionality toward institutions and in their representational strategies: While grassroots advocates act as pragmatic agents of change and adopt a flexible communication style described as a “pedagogy of patience,” professional ones act as epistemic experts who offer a feminist critique of journalistic objectivity. I reflect on how these findings attend overlooked factors in CSC.
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