This article draws on social systems theory to explore a key phenomenon in social movements: organizations. The Frente Popular Francisco Villa (PFFV)—an organization related to the Urban Popular Movement in Mexico—is used as a case study. The research focuses on the internal dynamics that have steered this organization and propelled internal changes in some of its key aspects, especially media diffusion and propaganda strategy. Indeed, the media strategy employed by the organization have changed during the 30-yearhistory of the PFFV, not only on the basis of the programmatic goals and objectives of the organization, but also as a consequence of internal and external dynamics beyond the control of members and leaders. The main objectives of this analysis are threefold. First, I intend to uncover the main processes and structures that regulate the PFFV´s internal dynamic and changes over time. Second, I aim to analyze the relationships between these changes and the requirements of several organizations and actors in the environment of the PFFV. Finally, I aim to explore the impact of broader processes (such as the political system or the culture) on the organization's internal changes.