Spain Comms Hub
In 2019, we embarked on a journey to analyze Spain's media landscape, focusing on polarized debates around feminism and migration, and the spread of disinformation. This initial research laid the groundwork for a broader initiative aimed at combating hate speech and fostering narrative change through strategic knowledge sharing and collaboration.
Objectives
The primary goal of this project was to equip NGOs and CSO actors with the tools and knowledge necessary to navigate the complexities of digital media, understand the tactics of opposition forces, and craft effective strategies.
Challenges
- Polarization and disinformation: The Spanish media landscape, characterized by polarized discussions and the rampant spread of false information, presented a significant challenge. Our task was to dissect these complexities and devise strategies that could effectively counteract hate speech and disinformation.
- COVID-19 Pandemic: The outbreak of the pandemic and the ensuing lockdown amplified the spread of hate speech, necessitating urgent and innovative responses to maintain social cohesion and support vulnerable communities. Also force us to pivot all our project activities and objectives.
- Building collaborative ecosystems: Establishing spaces for collaboration among diverse actors, from NGOs to social media users, required overcoming barriers of skepticism and fostering a culture of trust and mutual support.
Our Approach
- Strategic knowledge sharing: We initiated our project by disseminating our findings and insights on the media landscape and disinformation tactics to NGOs and other progressive entities. This foundation enabled us to build a network of informed and engaged actors ready to participate in narrative change efforts.
- Capacity building and digital literacy: Through a series of digital skills workshops, we aimed to enhance the communication capabilities of participants, primarily from social organizations, ensuring they were better equipped to navigate the digital landscape and engage in effective storytelling.
- Collective campaigns: We unite diverse actors, share insights, and cultivate a collaborative learning environment to inspire collective action. These processes assemble participants from varied backgrounds, facilitating a space where they can learn from and collaborate with one another.
Outcomes and Learnings
- Tailored curriculum in narrative change and strategic communications: We have systematized a curriculum tailored for NGOs and CSOs, aimed at enhancing their strategic communication skills. This curriculum equips them to effectively navigate and influence the media landscape for social and political change, integrating an understanding of the media environment, public opinion, and narrative framing with practical skills in digital communication, campaign planning, and audience engagement.
- Ecosystemic innovation: Our approach to digital literacy and collaborative campaigning has not only countered disinformation but also introduced a sector of organizations to the field of narrative change, fostering a culture of collaboration.
- Red Levadura community: In response to the heightened challenges posed by the pandemic, we launched Red Levadura, an online community for combating hate speech and amplifying positive narratives. This initiative included the creation of "No les des Casito," a Twitter account dedicated to educating users about hate speech strategies and avoiding engagement that could amplify such messages.
- La Intersección.net: Drawing from the lessons learned through our initiatives, we helped to establish La Intersección, a self-sustaining learning community focused on sharing expertise and strategies for combating hate speech. This platform offers resources, newsletters, and workshops to foster learning and collaboration among activists and experts.
Contributors:
This project was made in partnership with Comms Hub and European Movement Initiative.
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