Contrary to what we thought, the influence of the media is not so direct, not even the size we thought, according to the researchers. This influence is conditioned by many factors and not everyone is in the hands of the media owners.

I am prepared to accept it if I see that those in power have lost interest in the media. When I notice that newspapers, radios or the network have no interest or need to control, I'm going to immediately rule out the impact theory. In the meantime, I will recall the struggles between the political parties when digital television licences were distributed, the scandal of radio licences in Navarre, the public media that seem to be similar and the relationship between the forces in power ... Do you need more?

In this sense, I still think that Euskal Herria needs a structure of its own, broad and solid media structure. And that in the use of these means, both public and private, we must activate mechanisms that guarantee plurality, public control and professionalism.

But, rather than contradicting the previous paragraph, I would now like to emphasise the importance of communication management. Even those who do not have a proper media network can use their message effectively and reach the people they target and send the messages they want.

The Internet has a great force for it. Not only to include topics on the agenda of traditional media, but to propose elements for their reading. Let me give you an example. The first Aske Gunea was held on Boulevard Donostiarra. The anti-repressive action of the so-called popular wall has become a very interesting model to show how a social fact can lead to an effective communication campaign. I will not take away the importance of what has happened physically (claiming public space as a space for politics, making new correlations of forces visible, capacity for youth mobilization...) but I found it particularly interesting how it has been managed in a communicative way. The network functioned as an internal and external communication tool and was multiplier when it came to popularizing the contents and their interpretative context.

The traditional media, closer to the centres of power, could not turn their backs on what was happening in the Boulevard and had to react. Yes, late and badly. By then, the messages offered from Aske Gunea were already corporeal through photographs, videos and written messages, multiplied, exceeding the limits of the languages and extending without complexes beyond the key spheres of influence habituales.La is in the good management of
the new media. The most skillful and speedy will mark the way of others. Flexibility, freshness, youth and a lack of fear of demonstrating are of great importance. It has already been seen!