New Spaces for the Diffusion of Webcomics Instagram as a Platform for Editing and Promotion
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Abstract
The arrival of digitalization in the world of comics has brought, in addition to new resources within the expressive language of this medium, the incorporation of readers as an active and essential part in the dissemination processes. For webcomic authors, the new scenario has meant the disintermediation of the chain of exploitation for this type of stories. Taking as a territory of exploration the visual content platform, generated by Instagram users, an approach is made to the new formulas of diffusion of webcomics on this platform as well as the strategies that the creators of this type of digital products (webcomics) must assume as managers and distributors of their own works. A bibliographic review of key terms such as the definition of the webcomic and its state of the art in the new era of platformization, communication and marketing strategies applied to examples of comic authors' profiles, disseminated and generated on Instagram, are analyzed to demonstrate that content creation is not a necessary and sufficient condition for its success; rather, it is through the interaction of the followers-readers where the value of the tactics of the webcomic authors of the new millennium resides