Aspectos Noticiosos en Medios Digitales sobre la Covid-19 en Ecuador (Marzo-mayo 2020)

The book Public and organizational management of digital communication aims to present thedifferent scenarios in which digital communication moves from a series of studies conducted by themasters of the Salesian Polytechnic University, Quito, Guayaquil and Cuenca, in his master'sdegree in Digital Strategic Communication. It reflects the results of the research conducted,which present a reflective, fresh look and with methodological and theoretical support,consolidating as a contribution that offers analysis from digital communication on differentcommunicational processes ranging from social and citizen actions that are performed on digital platforms as well as the use of different formats and media, as well as the implications of the pandemic by COVID-19 in political and journalistic behaviors. The publication gathers proposals made in favor of digital native media,social organizations, private institutions, nongovernmental organizations and public sector entities in which the new narratives, platforms, networks and interactions that have emerged with the evolution and development of information and communication technologies play a leading role. Scolari (2014) makes a reflection on transmedia narratives and their extension throughout the media ecology in a way that ncompasses new and old media, as well as the different genres used, this "is characterized by the fact that the receivers do not limit themselves to consuming the cultural product, but embark on the task of xpanding the narrative world with new textual pieces" (p. 72). The pandemic has caused the digital transformation to accelerate and the demand for free and permanent access to information to become a practice within the official public procurement system. In this book you will find a detailed analysis of the tactics and strategies for the viralization of content in social networks, through the application of critical analysis methodologies,we have reflected on the use that the media make of the content produced by the media to circulatein social networks. Translated with www. DeepL. com/Translator (free version).