The mediatization of urban conflict in Mexico City The Xoco-Mitikah case

Abstract

Since 2012, the impact of the construction of the mixed-use Mitikah project located in the Xoco neighborhood of Benito Juárez
District of Mexico City has led to an urban conflict. This research traces the experiences and representations of large urban
projects through an ethnographic approach. Since the real estate industry has turned to digital marketing not only to sell its
projects but also to produce lifestyles and urban imaginaries that fit their own interests, this research considers digital media
monitoring as a tool to measure the degree of urban conflict these projects produce. For this reason, the methodological
strategy traces up Mitikah's Facebook and Instagram profiles, as well as the national press. The main contribution of this
research is the use of innovative methods and sources in the field of urban studies to discuss the role of space representation
within urban management. It was found that despite the high visibility of the conflict, it is entangled with issues of high public interest such as sustainability, multiculturalism and corruption that overshadow the understanding of the political-
administrative framework that has also been decisive for the construction of Mitikah.