Abstract

Introduction: The article presents preliminary results of a pilot study framed in an investigation on the discursive strategies employed in the construction of texts calling for protest sessions, propagated through social media, during the social mobilization in Chile (2019-2020). From a socio-cognitive dimension, the ideological and metaphorical resources discursively deployed through Instagram, an emerging platform in the field of political communication, are addressed. Methodology: With a qualitative design of exploratory-descriptive scope, and from the contributions of Critical Discourse Studies, a corpus of multimodal texts is analyzed, selected from a citizen-based account, of counter-informative character, which during the social outbreak (between October 18, 2019, and March 18, 2020), had a greater number of followers. Results: The categories that define the ideological discourse of the movement are identified, as well as the ways of understanding the political processes and actors participating in the movement based on the use of certain conceptual metaphors. Discussion and conclusions: The results, together with characterizing a socio-cognitive dimension of the protest call genre, allow an approach to the configuration of resistant discourses that transcend the mere call, to articulate other frameworks of collective interpretation linked to the processes of social change. The discursive categories analyzed reveal the persistence of a solidarity and street struggle, which positions the movement as a key actor in the political scenario.