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

DOI

10.2991/978-94-6463-254-5_17How to use a DOI?

Keywords

native advertising; digital journalism; media

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Patricia Villagómez-Rodríguez
PY  - 2023
DA  - 2023/10/03
TI  - Advertising and Sustainability in Ecuadorian Digital Media: La Posta and El Comercio on Instagram
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)
PB  - Atlantis Press
SP  - 164
EP  - 173
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-254-5_17
DO  - 10.2991/978-94-6463-254-5_17
ID  - Villagómez-Rodríguez2023
ER  -