Challenging the protest paradigm and winning legitimacy. Analysis of the representation of the social movement against femicide in the mainstream media in Mexico

Previous studies found a tendency for negative representations of social movements in the media in the so-called ‘protest paradigm’. This work proposes a methodology using the paradigm as a framework and operationalizing its characteristics into neutral variables: emphasis, prominence, legitimacy, and tone. In addition, the political elite-media relationship is included as an analytical dimension to better understand the factors that produce media representations of social movements. The empirical focus is the representation of the movement against femicide in three Mexican national news outlets with different political leanings, from 2014 to 2017, gathering N = 865 news articles. The articles were coded using the qualitative content analysis technique. Each variable was coded to measure the representation of the movement and the authorities. The results show that the detriment to one actor’s legitimacy can benefit the other’s representation, suggesting an interdependent system formed by the political elite, the media, and the social movements.