Digitalization has removed the key elements of the traditional media business model. In this context, this article analyzes the relationship between the presence and the value of engagement in journalistic projects and crowdfunding. The case study is Ballena Blanca magazine and its ‘Special Greenwashing’ campaign, which was developed during the home confinement period of the Covid-19 pandemic. The methodological basis is the case study and the quantitative and content analysis. Thanks to these instruments, the 371 publications –posts– of the campaign result in a total of 6,248 actions of the metrics considered for measuring engagement, which are distributed into 68.89% of likes; 1.92% of comments and 29.19% of retweets; and a general engagement/publication ratio of 16.84. We can conclude that Ballena Blanca is a media that covers a very defined need in an increasingly polyhedral market with endogenous barriers to entry. Confinement, as an atmosphere, the networks, as engines, and the search for financing, as an end, have facilitated that a slow journalism initiative has seen the light, and it has shown that the correlation between private interests and the media makes the engagement to financing transferable.

Engagement, comunidad y crowdfunding: productos periodísticos bajo demanda en el entorno de la Covid 19 / G. Alcolea Diaz, M.J. Perez Serrano, C. Sorrentino. - In: OBSERVATORIO. - ISSN 1646-5954. - STAMPA. - 15:(2021), pp. 96-115.

Engagement, comunidad y crowdfunding: productos periodísticos bajo demanda en el entorno de la Covid 19

C. Sorrentino
2021

Abstract

Digitalization has removed the key elements of the traditional media business model. In this context, this article analyzes the relationship between the presence and the value of engagement in journalistic projects and crowdfunding. The case study is Ballena Blanca magazine and its ‘Special Greenwashing’ campaign, which was developed during the home confinement period of the Covid-19 pandemic. The methodological basis is the case study and the quantitative and content analysis. Thanks to these instruments, the 371 publications –posts– of the campaign result in a total of 6,248 actions of the metrics considered for measuring engagement, which are distributed into 68.89% of likes; 1.92% of comments and 29.19% of retweets; and a general engagement/publication ratio of 16.84. We can conclude that Ballena Blanca is a media that covers a very defined need in an increasingly polyhedral market with endogenous barriers to entry. Confinement, as an atmosphere, the networks, as engines, and the search for financing, as an end, have facilitated that a slow journalism initiative has seen the light, and it has shown that the correlation between private interests and the media makes the engagement to financing transferable.
2021
15
96
115
G. Alcolea Diaz, M.J. Perez Serrano, C. Sorrentino
File in questo prodotto:
File Dimensione Formato  
Engagement, community and crowdfunding.pdf

accesso aperto

Descrizione: testo pubblicato sulla rivista
Tipologia: Pdf editoriale (Version of record)
Licenza: Open Access
Dimensione 573.49 kB
Formato Adobe PDF
573.49 kB Adobe PDF

I documenti in FLORE sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificatore per citare o creare un link a questa risorsa: https://hdl.handle.net/2158/1259182
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 2
  • ???jsp.display-item.citation.isi??? ND
social impact