In the last decade, the communication campaigns of social groups fighting and resisting against the arbitrary exploitation of the commons have been carried out at the initiative of national and international non-governmental organisations that use an emblematic case as a strategy to make this social problem visible and raise awareness among citizens. The article is the result of an interdisciplinary research situated in gender studies and communications with interviews with the defender Máxima Acuña Atalaya and her family and is based on the concept of body-territory (Silva Santisteban, 2017) and ideas on eco-territorial struggles (Svampa, 2021). Through a study using the method of digital archive analysis of Máxima Acuña's participation in social communication campaigns and personal interviews, the construction of hegemonic and counter-hegemonic narratives is investigated. The study...