Abstract

<p>El poder de la imagen es uno de los principales motores de cambio que se ha dado en la prensa con la aparición de internet y la evolución de las TIC. El presente estudio analiza cómo es la estructura que está utilizando la prensa digital y qué papel representa la publicidad respecto a los elementos textuales e icónicos que forman el periódico. El trabajo cuantifica y compara el papel de la imagen y la publicidad en las cabeceras online consideradas <em>nativas</em>, es decir aquellas que han nacido en la red, con las procedentes de un soporte impreso. El análisis revela que los diarios on-line nativos presentan mayor volumen publicitario en detrimento del contenido informativo. Al mismo tiempo se constata una mayor presencia de la información gráfica en los primeros. En conjunto puede afirmarse que el componte visual domina las portadas de ambos tipos de diarios digitales, si bien en los diarios nativos digitales este efecto está más agudizado.</p><h2><em>Abstract</em></h2><p>Visual strength is responsible for one of the mayor changes undergone by the digital press with Internet explosion and the increase of the Informational and Communicational Technologies. The present study analyzes the structure the digital press has taken and the role of the digital advertisement in the composition of their textual and iconic elements. The paper quantifies the picture representations volume and compares their presence on the digital natives papers with those coming from the traditional paper support. The results reveal that there is a mayor contribution of adverts on the native on-line press compare to the on-line paper arriving from the traditional media decreasing the information volume. At the same time the visual volume is boosted on the former compare to the digital media with a paper support. Altogether it can be said that visual component prompted the digital papers first page, being this effect enhanced on the native digital papers. </p><p> </p>

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