The aim of this paper is to investigate different ways of understanding the relationship that civil society actors establish with the mass media, in order to shape public policies and to communicate with broad audiences. Therefore, we explore two models - one derived from the theories of resources mobilization and political mobilization, and the other derived from the theories of collective identity and recognition. We examine the premises and some theoretical contributions and weaknesses of these models to approach the influence that collective civic actors may exert on the political and civic spheres, through mass media communication. The objective is not to argue that one model should overcome the other, but rather to point out that an integrated model allows for the articulation between the informal arenas of civil society and the formal domains of the political system. It also helps one to distinguish among different forms of communication - such as aesthetic expression, bargain and argumentation, which present different logics, effects and criteria of success.
Social movements; Media; Collective action; Civil society