The role of advertising as both a constraint and a necessity in digital journalism

Abstract

Journalistic credibility is the armor of the professional and the media outlet in which they operate, which is put at risk due to different situations when commercial advertising or the placement of public or private institutions in the spaces of the media outlet.

The methodology of this article is based on both qualitative and quantitative approaches, including the analysis of various digital platforms used as news outlets by journalists in the province of Azuay. These platforms utilize paid advertising and generate news content. Furthermore, the article seeks to understand the opinions and arguments of journalists and experts regarding journalistic credibility and ethics in relation to paid advertising, based on their experience in both media.

The conclusions present the results of the quantitative and qualitative analysis of the digital news pages with paid advertising, the reach of their publications with and without paid advertising, and the empirical contributions of the journalists interviewed who agree on the use of journalistic ethics when investigating, preparing and publishing a fact without affecting the sale of advertising space in the media.

Among the recommendations is the strengthening of journalistic credibility and ethics when preparing and disseminating news stories about institutions that fund the media outlet. It is also crucial to apply a neutral and independent perspective on matters of power, the results of which could trigger serious repercussions due to information replicated on other digital platforms.