ONLINE CITIZEN ACTIVISM MORE THAN TEN YEARS AFTER 15M. THE CASE OF 'VOTE, PLEASE'

After more than a decade of 15M, it is pertinent to evaluate the keys of the current forms of citizen activism. This research analyzes the creative and discursive elements of the campaigns of the 'Vote, please' initiative on Insta -gram, including indicators to assess the transformative capacity of communica-tion. The implemented content analysis verifies, at the intertextuality level, the relevance of popular culture referents as the backbone of shared visual pro-posals, which in a vindictive and humorous way appeal to the vote and fight against abstention in the last general, european and regional elections in the Spanish state, in 2019, to stop the irruption of the extreme right in the country's political system. On the other hand, an evolution is observed in the campaigns and posters of 'Vote, please', which shows a move away from the communica-tional keys of 15M towards a replica of the context of polarization of the politi-cal message.