After reviewing the major studies of Colombian populist leader Jorge Eliécer Gaitán (1898-1948) and social movement that formed around him (gaitanismo), this article suggests alternative ways to interpret them in order to highlight other kinds of dimensions and aspects present in the social movement. To do so, we present and discuss the notions of frame, political opportunity structure, and discursive opportunity structure as tools that can contribute to a more detailed understanding of the characteristics and dimensions of this social movement. The article concludes with some general information about the impact exerted by Gaitán and his movement over the formation and exercise of public opinion.