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Creation and Development of a Sports Cyber-Media: The Adrenalina Deportiva Case

Abstract:

Currently, sports communication is gaining more space at local, national, and international levels, as a result of the multiple digital tools that are available on the Web. It is common to find spaces where only information related to the sports world is disseminated in traditional and digital media. However, locally there has been no such communication innovation so imperative in the digital era, so this study seeks to highlight the experience of the creation and development of the sports cyber-media www.adrenalinadeportiva.ec, a journalistic proposal that swims from the academy to society. The development of six migrant and native sports communication media was analyzed, from their architecture, design, narrative, resources, and media used, to content dissemination techniques and, based on this, the site www.adrenalinadeportiva.ec was created. As a result, a comprehensive proposal for the sports cyber-media was obtained, that is, the creation and development of the digital media with all its key elements: identity and image, style and writing manual, newsroom, journalistic routines, and content dissemination, thus revolutionizing sports journalism in Loja, Ecuador.