Análisis comparativo del uso de la red social Instagram como plataforma periodística en los diarios El País y El Mundo (2015-2018)

Abstract

After outlining the structure of the contents to be analysed and delimiting the research under the title "Comparative analysis of the use of the socialnetwork Instagram as a journalistic platform in the newspapers El País and El Mundo (2015-2018)" it is observed that the social network Instagram has become popular in recent years and has been crowned as the key platform within the field of communication and marketing, being perfect for the reinforcement and dynamization of engagement. At the same time, in the journalism field, the notable decline experienced years ago as a result of the disuse of traditional media is taken into account; however, with the arrival of the cyber media, the information sector was once again afloat, searching for and innovating in new formulas for the dissemination of current information. With this, the newspapers El Mundo and El País joined Instagram in 2015, but we need to check if both media have understood the main objective of the platform and if they are making the right use of the tools that this social network offers in order to improve the relationship with consumers and increase the engagement of their publications...