[Abstract] This paper offers an analysis of ideological discourse from a constructivist perspective, according to which reality is interpreted as the socially constructed product of different agents interacting on an individual, subjective basis in a particular socio-political context, and in relation to a specific social action. This theoretical and methodological approach also highlights the importance of the relationship between the field of discourse analysis and those of rhetoric and argumentation (and semiotics, where the discourse is multimodal), and complexity studies. The paper uses data from an ethnographic study of a social collective created a year before the 15M movement: the Cooperativa Integral Catalana (‘Catalan Integral Cooperative’), an eco-social economic initiative based on a new form of self-managed cooperativism.