ABSTRACT
This chapter analyzes the 15M by focusing on three analytical axes namely: the cognitive, emotional and relational processes feeding the construction of a social movement identity. It describes the process of identity synchronization that has allowed people with no previous political participation and with different and oftentimes opposing politico-ideological trajectories to feel part of the 15M. The chapter argues that portraying the movement as a "superhero" against injustices, and as a social movement of persons concerned with common problems, has strategically blurred potentially alienating axes of fracture and dissent amidst a highly heterogeneous base. As with injustice frames, talking about persons allowed both people with no previous political participation and with different militant trajectories to feel part of the same collective. The 15M encounter thus combines online activism with more traditional forms of militancy. Several members have agreed with the statement that the 15M is an emotional movement.
