Case Study

Context: In 2019, Guatemala’s elections unfolded amidst the criminalization of opposition candidates and the ongoing systemic exclusion of Indigenous peoples – despite over half of the country’s 15 million residents self-identifying as Indigenous, their voices remained largely absent from the electoral process. That year, Indigenous Maya leader and land defender Thelma Cabrera entered the presidential race. Through powerful narrative action and grassroots organising, her candidacy became a vehicle to challenge this erasure and elevate the political visibility, legitimacy, and self-determination of Indigenous communities.

Listening Model designed based on the Point of View. 

1. Big listening on twitter through social listening software. 
2. Small listening through monitoring online media and whatsapp groups.
3. Monitoring happened every week, one month before the elections. During the campaign, daily monitoring took place. 

Narrative Communities:

1. Development & Security (Right wing voters & military)
2. Undecided Voters
3. Anti corruption (Semilla supporters)
4. “Renuncia Ya” (Renounce now)
5. Plurinational state (Thelma supporters)

You have completed the Listen part of the Culture Hack Method!