Communication for sustainability: a comparative analysis of media coverage
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Abstract
The contemporary environmental crisis requires rethinking the relationship between society and nature, positioning communication as a key element in promoting sustainable practices. In this context, this study analyzes news frames, thematic focus, representation of social actors, and levels of informational depth present in sustainability coverage across two Ecuadorian media outlets: the traditional news portal Ecuavisa.com and the digital-native medium GK.city. Methodologically, the research adopts a quantitative approach with a cross-sectional and comparative design, employing systematic observation through an analytical rubric applied to a corpus of 67 news articles published between January and September 2025. The results show differences in the narrative and thematic approaches adopted by both media outlets. While GK.city presents a diversified agenda with greater analytical depth and emphasis on institutional responsibility, Ecuavisa prioritizes coverage focused on biodiversity and community
actors, with intermediate levels of contextualization. The study concludes that different models of communication
for sustainability coexist within the Ecuadorian media ecosystem, posing challenges for
strengthening the role of journalism in fostering environmentally responsible citizenship.
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