Análisis de la convergencia digital de El Comercio de Quito

Abstract

This arduous investigation with the main question of: Did the newspaper El Comercio manage to adapt to digital convergence?, in which it seeks to solve this mystery through the use of mixed methodology, seeks to know the effectiveness of the different techniques used by the newspaper El Comercio, for its adaptation to digital media, specifically the social network Instagram because it is the digital medium most visited by readers, where to know its effectiveness, the sustainability of the social network used will be investigated through a sustainability analysis. economic, the quality of the published notes based on a rating using the 5 w’s and the public reception which will be mediated in two ways, to measure the reach is the number of likes obtained in each of the publications made and to measure Its acceptance is the elaboration of an average according to the type of comment, which will be found through mixed research techniques, the main one being content analysis, which will be using a sample size of one month and this due to the variety that is presented in comparison to one day to another day, where weeks are also included, among the main theories used for a support point we have the theory of diffusion of innovation, snack culture, digital culture, digital convergence, among others, with these data we seek to answer the different unknowns raised in this research