When urban spaces sleep, virtual activities and protests emerge through social media: the cultural sector in Spain during the COVID mandatory lockdown

Abstract

The COVID-19 pandemic significantly impacted cultural sectors worldwide, compelling a migration from physical to virtual spaces. This study explores how Spain's cultural and creative actors, including artists, museums, and socio-political activists, adapted to the challenges of lockdown from March to June 2020. By analyzing social media platforms like Twitter and Instagram, the research identifies new communication patterns, digital tools, and virtualized activities that emerged during this period. Key initiatives include virtual music festivals such as #YoMeQuedoEnCasaFestival, brand-sponsored events like #YellowPlansAtHome, and institutional campaigns such as #LaCulturaEnTuCasa by Spain's Ministry of Culture. The study also examines virtual protests, including the cultural sector's #ApagónCultural, highlighting the role of digital platforms in advocating for socio-political change and sectorial support. The findings underscore the pandemic's role as a catalyst for the virtualization of cultural activities while emphasizing the enduring importance of physical spaces for collective identity and civic engagement.