Advertising and Sustainability in Ecuadorian Digital Media: La Posta and el Comercio on Instagram

Patricia Sofia Villagomez Rodriguez

doi:10.2991/978-94-6463-254-5_17

Advertising and Sustainability in Ecuadorian Digital Media: La Posta and el Comercio on Instagram

Research output: Contribution to conference › Paper

Abstract

The transition to digitalization is a challenge for the media in social networks. This study reviews the situation of the Instagram accounts of two Ecuadorian media: La Posta and El Comercio, considering the transformation of digital journalism or cyberjournalism, new narrative forms, and hypertext, multimedia, and interactivity as characteristic elements of contemporary digital journalism. On this basis, advertising in this social network is reviewed by analyzing 780 posts in both media. The relationship between the publication and the advertising content is described, and the challenge of sustainability and profitability of traditional and native-digital media in social networks is posed. The study identifies the most frequently used native advertising formats and the emerging creation of new journalistic forms.

Translated title of the contribution	Publicidad y Sostenibilidad en Medios Digitales Ecuatorianos: La Posta y el Comercio en Instagram
Original language	English (US)
DOIs	https://doi.org/10.2991/978-94-6463-254-5_17
State	Published - 6 Sep 2023
Event	Conference on Communication and Applied Technologies 2023 (ICOMTA 2023) - MX Duration: 6 Sep 2023 → 8 Sep 2023

Conference

Conference	Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)
Period	6/09/23 → 8/09/23

Keywords

Media
Native advertising
Digital journalism

CACES Knowledge Areas

413A Social and Cultural Studies

Access to Document

10.2991/978-94-6463-254-5_17

Cite this

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title = "Advertising and Sustainability in Ecuadorian Digital Media: La Posta and el Comercio on Instagram",

abstract = "The transition to digitalization is a challenge for the media in social networks. This study reviews the situation of the Instagram accounts of two Ecuadorian media: La Posta and El Comercio, considering the transformation of digital journalism or cyberjournalism, new narrative forms, and hypertext, multimedia, and interactivity as characteristic elements of contemporary digital journalism. On this basis, advertising in this social network is reviewed by analyzing 780 posts in both media. The relationship between the publication and the advertising content is described, and the challenge of sustainability and profitability of traditional and native-digital media in social networks is posed. The study identifies the most frequently used native advertising formats and the emerging creation of new journalistic forms.",

keywords = "Media, Native advertising, Digital journalism, Media, Native advertising, Digital journalism",

author = "{Villagomez Rodriguez}, {Patricia Sofia}",

year = "2023",

month = sep,

day = "6",

doi = "10.2991/978-94-6463-254-5_17",

language = "English (US)",

note = "Conference on Communication and Applied Technologies 2023 (ICOMTA 2023) ; Conference date: 06-09-2023 Through 08-09-2023",

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TY - CONF

T1 - Advertising and Sustainability in Ecuadorian Digital Media: La Posta and el Comercio on Instagram

AU - Villagomez Rodriguez, Patricia Sofia

PY - 2023/9/6

Y1 - 2023/9/6

N2 - The transition to digitalization is a challenge for the media in social networks. This study reviews the situation of the Instagram accounts of two Ecuadorian media: La Posta and El Comercio, considering the transformation of digital journalism or cyberjournalism, new narrative forms, and hypertext, multimedia, and interactivity as characteristic elements of contemporary digital journalism. On this basis, advertising in this social network is reviewed by analyzing 780 posts in both media. The relationship between the publication and the advertising content is described, and the challenge of sustainability and profitability of traditional and native-digital media in social networks is posed. The study identifies the most frequently used native advertising formats and the emerging creation of new journalistic forms.

AB - The transition to digitalization is a challenge for the media in social networks. This study reviews the situation of the Instagram accounts of two Ecuadorian media: La Posta and El Comercio, considering the transformation of digital journalism or cyberjournalism, new narrative forms, and hypertext, multimedia, and interactivity as characteristic elements of contemporary digital journalism. On this basis, advertising in this social network is reviewed by analyzing 780 posts in both media. The relationship between the publication and the advertising content is described, and the challenge of sustainability and profitability of traditional and native-digital media in social networks is posed. The study identifies the most frequently used native advertising formats and the emerging creation of new journalistic forms.

KW - Media

KW - Native advertising

KW - Digital journalism

KW - Media

KW - Native advertising

KW - Digital journalism

UR - https://www.atlantis-press.com/proceedings/icomta-23/125992173

U2 - 10.2991/978-94-6463-254-5_17

DO - 10.2991/978-94-6463-254-5_17

M3 - Paper

T2 - Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)

Y2 - 6 September 2023 through 8 September 2023

ER -

Advertising and Sustainability in Ecuadorian Digital Media: La Posta and el Comercio on Instagram

Abstract

Conference

Keywords

CACES Knowledge Areas

Access to Document

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