El meme urbanita is a research and proposing project that analyzes a participatory urban process, the contest for the re-design of Plaza España in Madrid, and proposes a different communication strategy in order to engage participation and improve the results.

The analysis was composed by a detailed analysis of the documentation presented for each of the classified projects with the aim of comparing the communication to a technical jury and to the whole population of the city, and interviews to different participants of the process.

The meme proposal comes from a study of how memes can improve communication in a really social way. An example strategy was presented as a Instagram profile: