Publicidad y Sostenibilidad en Medios Digitales Ecuatorianos: La Posta y el Comercio en Instagram

Patricia Sofia Villagomez Rodriguez

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

Publicidad y Sostenibilidad en Medios Digitales Ecuatorianos: La Posta y el Comercio en Instagram

Título traducido de la contribución: Advertising and Sustainability in Ecuadorian Digital Media: La Posta and el Comercio on Instagram

Patricia Sofia Villagomez Rodriguez

Grupo de Investigación en Comunicación y Derechos (GICDE)

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	Advertising and Sustainability in Ecuadorian Digital Media: La Posta and el Comercio on 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, Puebla, México Duración: 6 sep. 2023 → 8 sep. 2023

Conferencia

Conferencia	Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)
País/Territorio	México
Ciudad	Puebla
Período	6/09/23 → 8/09/23

Palabras clave

Digital journalism
Media
Native advertising

Areas de Conocimiento del CACES

413A Estudios Sociales y Culturales

Acceder al documento

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

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