Against-Hegemonic Agenda: Indigenous New Media and the Challenge to Hegemonic Power

The main objective of this work is to identify the different strategies used by the Mapuche indigenous social movement, especially from the mid-1990s to the present day, to publicize their demands and claims. The study considered three methodological strategies, namely, the analysis of a corpus of news, the making of individual and group interviews, and the documentation of a review and analysis. Among the main findings is the identification of two strategies. The first aimed to intervene in the agenda of the hegemonic media in Chile and the second aimed to create their own media as an alternative media agenda. The central concern of the research is to understand how the Mapuche movement, through the use of certain media strategies, manages to break through the hegemonic agenda in Chile towards an against-agenda that allows them to make their demands and claims visible. Thus, the problem also consists of knowing what the strategies most used by the Mapuche movement are. Is it possible to establish an against-agenda? And what are the characteristics of the latter? Finally, the paper argues for the dependence of the against-agenda on the underlying socio-political conditions. This work will allow us to analyze other experiences of indigenous or non-indigenous social movements that often use the media in different ways, especially through the intervention of hegemonic agendas and the use of alternative media.