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

Título traducido de la contribución: Publicidad y Sostenibilidad en Medios Digitales Ecuatorianos: La Posta y el Comercio en Instagram

Patricia Sofia Villagomez Rodriguez

Producción científica: Contribución a una conferencia › Documento

Resumen

La transición a la digitalización es un reto para los medios de comunicación en las redes sociales. Este estudio revisa la situación de las cuentas de Instagram de dos medios ecuatorianos: La Posta y El Comercio, considerando la transformación del periodismo digital o ciberperiodismo, las nuevas formas narrativas y el hipertexto, la multimedia y la interactividad como elementos característicos del periodismo digital contemporáneo. Sobre esta base, se revisa la publicidad en esta red social analizando 780 posts en ambos medios. Se describe la relación entre la publicación y el contenido publicitario y se plantea el reto de la sostenibilidad y rentabilidad de los medios tradicionales y nativo-digitales en las redes sociales. El estudio identifica los formatos de publicidad nativa más utilizados y la incipiente creación de nuevas formas periodísticas.

Título traducido de la contribución	Publicidad y Sostenibilidad en Medios Digitales Ecuatorianos: La Posta y el Comercio en Instagram
Idioma original	Inglés estadounidense
DOI	https://doi.org/10.2991/978-94-6463-254-5_17
Estado	Publicada - 6 sep. 2023
Evento	Conference on Communication and Applied Technologies 2023 (ICOMTA 2023) - MX Duración: 6 sep. 2023 → 8 sep. 2023

Conferencia

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

Palabras clave

Media
Native advertising
Digital journalism

Areas de Conocimiento del CACES

413A Estudios Sociales y Culturales

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

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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.",

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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.

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KW - Native advertising

KW - Digital journalism

KW - Media

KW - Native advertising

KW - Digital journalism

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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

Resumen

Conferencia

Palabras clave

Areas de Conocimiento del CACES

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