Digital Native Media in Ecuador and Latin America: Study of Sustainability, Impact, and Influence

This research project analyzes the ecosystem of native digital media in Ecuador and Latin America, focusing specifically on their presence and strategies on the Instagram platform. Given the transformation of digital journalism, marked by hypertextuality, multimedia, and interactivity, the study addresses the critical challenge of economic sustainability and profitability in a rapidly changing media environment. The methodology is mixed-methods, combining content and discourse analysis to examine publications, narrative formats, and engagement strategies. Through an initial phase in Ecuador and a comparative phase across five Latin American countries, the project seeks to identify monetization patterns, including native advertising and alternative revenue models. The expected results include the creation of a preliminary model of best practices for digital media, contributing to the development of more sustainable strategies. This work not only contributes to the academic field by generating knowledge about digital communication but also offers practical tools for media managers, advertisers, and students, promoting a deep understanding of how interactivity and technological innovation influence the long-term viability of contemporary journalism.<br/><br/><b>Goal</b>: <br/>To explore native digital media outlets in Ecuador and Latin America with a presence on Instagram to understand their sustainability models and their impact on digital journalism. The project aims to identify profitability strategies and best practices within the current media ecosystem.<br/><br/><b>Research lines</b>: <br/>Communication, interculturality, languages ​​and content structuring