Análisis de las narrativas visuales implementadas por El Comercio en la red social Instagram a través de su personaje Michimercio

Abstract

The analysis of narratives implemented by the means of communication El Comercio Ecuador is determined by the creative quality that the communication team generates through the personification of a pet named Michimercio to transmit a message in order to have a symbolic proposal that causes impact in the followers of the social network where the media profile is located, the digital environment in mention is Instagram ecosystem that allows to capture the reader`s attention causing that the followers’ perception will be familiar in order to interact with the virtual personage and from this comply with one of the strategies that is to generate marketing activities through the dissemination of news events with the help of graphic humor; in order to get these results have been necessary to use the interpretative paradigm which has the purpose of looking for situations that occur in different scenes to determine conclusions based on the data developed, thus getting the guide of the descriptive type of research in addition to the theory of the image to understand the participation that the Michimercio fulfills in the Instagram social network of the medium from the construction of visual narratives. The help of a mixed approach where the quantitative and qualitative isreflected to know the reality that the audience lives within the social relationship; its purpose is the elaboration of pattern content analysis based on a series of parameters that guide the complement of a visual composition with each of its principles;Which has the purpose of elaboration of patterns of analysis of content from a series of parameters which guide the complement of a visual composition one of the principles, with the base of analysis of contents in each of the publications disseminated on the network, without neglecting the depth interview conducted with the first graduated in Graphic Design in Ecuador to complement the results and understand the purpose of Michimercio that is detailed by its humanization to transmit messages of current situations in the country catching the attention of the audience.