摘要：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.
关键词：On; line press;On; line advertising;Digital press structure;Adverts volume;Visual composition;Periodismo digital;publicidad digital;estructura de la prensa online;volumen publicitario;composición visual.
