There is a growing concern about the effects that the relationship between the activity of society in the physical world and in the digital world could have. In this study, we address this question in a context of social crisis. Our quantitative and qualitative analysis of the data associated with the critical process suggests a deep and nontrivial relationship between both worlds. Perhaps the most important result refers to the leading role of language, its meaning, and symbolism in the development (...) of social transformation processes linked to the complexity of the social system and its adaptive nature. (shrink)