Primacía y agenda mediática de X: la memoria histórica como detonante de una controversia social

José María Chomón Serna; Miguel Ángel Moreno Gallo; Mar Chicharro Merayo

doi:10.5294/pacla.2025.28.1.7

Authors

José María Chomón Serna Author University of Burgos https://orcid.org/0000-0001-5400-6481
Miguel Ángel Moreno Gallo Author University of Burgos https://orcid.org/0000-0002-7600-226X
Mar Chicharro Merayo Author University of Burgos https://orcid.org/0000-0001-7510-1373

DOI:

https://doi.org/10.5294/pacla.2025.28.1.7

Keywords:

X, public opinion, thematization, historical memory

Abstract

On July 26, 2023, the chairman of Indicación Geográfica Protegida (IGP) Morcilla de Burgos, Roberto da Silva, stated on a small local radio station in Burgos that the exhumations of Civil War victims were promoted by relatives to collect “a few euros.” X became a platform for denunciation and a catalyst for the removal of the chairman of the IGP. The research demonstrates, through a case study and primarily quantitative analysis, the role of X in the primacy of social influence, the importance of small opinion leaders in initiating debate, the quantitative impact of corporate accounts, agenda-setting, the breakdown of communication verticality, and two-step verification.

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