Resumen

ANDRAUS QUINTERO, Cesar Enrique  y  RAMIREZ VELIZ., Erika Thalía. Analysis of the corporate visual identity of digital journalistic media in Manabí. Revista San Gregorio [online]. 2024, vol.1, n.58, pp.63-69. ISSN 2528-7907.  https://doi.org/10.36097/rsan.v1i58.2539.

In the current digital communication environment in Manabí, this study analyzes the corporate visual identity of digital journalistic media, essential to understand how they are presented visually to a connected and demanding audience. This analysis focuses on design, colors, typography and visual elements, using a mixed methodological approach. Five significant media were selected due to their scope and trajectory for the period 2020-2023. The findings indicate a strong prioritization of visual content, with a predominant use of images and videos to engage audiences and strengthen brand recognition. Although this strategy aligns with current digital marketing trends, it was observed that some media could improve in visual coherence and interaction with the audience. The results suggest that visual identity not only influences user perception but also online recognition and interaction. It is concluded that improvement in these areas could enhance the engagement and virality of journalistic content, offering valuable perspectives for the media in a highly competitive and constantly evolving market.

Palabras clave : audience; commitment; digital communication; visual design; visual strategies; corporate visual identity; digital journalistic media.

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