Crowdfunding for Media Projects: Communication Practices of Targeting

Abstract

The study examined the communicative crowdfunding practices of successful media projects in relation to financial and content participation of the target audience. The creation and support of media projects became possible in Russia through the active development of special Internet platforms and are the result of the increased status of the addressee in the media environment. The research identified factors and communication practices for creating successful media projects through crowdfunding. Crowdfunding as a collaboration of people to implement any ideas and projects is a relatively new practice for Russia, and it has not been systematically studied. There are hundreds of Internet platforms to raise funds for creating the most exotic projects (from cooking a giant salad to financing the murders of officials). At the same time, the study showed that the success of Russian crowdfunding is primarily associated with media projects. Crowdfunding is a serious resource for independent media and those who work with specific target audience and its interests. In this case, the media offer certain bonuses to the audience that supported them. The study employed participatory observation methods, content analysis, and expert interviews with the organizers and authors of successful media projects Planeta.ru (https://planeta.ru/), The power of the word, Crowdplatform for journalists (https://word-power.ru/). A total of 5 expert interviews were conducted. The study identified the following success factors: communicative features of addressing the target audience of the projects; rewards for participation that meet the audience's needs; сreative practices of attracting media personalities to promote projects.