Edited by Esperanza Morales-López and Alan Floyd
[Discourse Approaches to Politics, Society and Culture 71] 2017
► pp. 228–247
Chapter 11. Discourses of social movements in Southern Europe
The slogans of 15M
In this chapter, we analyse the 15M social movement, which occupied the public squares of Spain’s large cities on 15 May 2011 (hence its name of the 15M or the indignados movement). This group emerged in the wake of the anti-austerity movements in Iceland and Greece, and the Arab Spring. The main characteristic of the discourse of 15M, mainly found in its slogans, is its discursive-rhetoric creativity.
We base our analysis on the constructivist perspective, taking into account the socio-cognitive and pragmatic-rhetoric dimensions. Our main conclusion is that these slogans activated a new cognitive framework for interpreting the recent history of Spanish democracy, which was completely different from the version used by the status quo.
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