La transformación de la actividad informativa de los bancos y cajas de ahorro de la CAV y Navarra en Internet: de los servicios financieros a la información de actualidad / The transformation of the informative activity of the financial institutions

This article analyses the communicative strategies employed by financial institutions in the Basque Country and Navarre through their corporate websites. The research explores how banks and savings banks have evolved from being mere service providers to becoming hybrid media actors in the digital communication ecosystem. Employing content analysis across three observation points in 2008, the study identifies three main content areas: financial products, institutional information, and social projects. It reveals a convergence between journalistic functions and corporate communication, facilitated by the portalisation of web platforms. This hybridisation results in financial entities acting simultaneously as service providers and sources of public-interest information. The study also addresses the varying depth, structure, and accessibility of content among institutions, highlighting disparities in transparency, user engagement, and information richness. Finally, the article emphasises the strategic use of institutional communication as a tool for branding, client loyalty, and public image enhancement. By positioning their websites as semi-public information portals, these institutions reshape their relationship with clients and citizens, signalling a shift towards a more integrated and participatory communication model in the digital era.