Stated professional orientation, identity, and technical proficiency of journalists as predictors of the success of journalism crowdfunding campaigns

N. Mor, Roei Davidson, Y. Tsfati
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Abstract

In the journalism community’s constant search for alternative funding sources, Crowdfunding emerged as a promising mechanism that possibly allows new voices and approaches to secure funding for journalism. In this study, we content analyzed 627 journalistic crowdfunding pitches as a form of metajournalistic discourse and the funding public’s reaction to them as expressed in their funding decisions. Drawing on the journalism studies literature, we consider whether the stated journalistic orientation of the proposed project, the occupational and demographic identity of the campaign creator, and the technical proficiency of the crowdfunding pitch can predict funding success. We find that although technical aspects related to how the pitch was crafted and promoted are the strongest predictors of success, certain journalistic orientations, such as promising to conduct investigative journalism, can contribute somewhat to a project’s success. Data show that while self-identification as journalists, nonprofits, and the location of the proposed projects were strongly associated with crowdfunding success, creators’ gender and ethnic identity were not associated with success.
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将记者的专业定位、身份和技术熟练程度作为新闻众筹活动成功的预测因素
在新闻界不断寻找替代资金来源的过程中,众筹作为一种很有前途的机制出现了,它可能允许新的声音和方法来确保新闻的资金。在这项研究中,我们分析了627个新闻众筹项目作为一种元新闻话语的形式,以及融资公众在融资决策中对这些项目的反应。借鉴新闻研究文献,我们考虑拟议项目的新闻定位、活动发起人的职业和人口特征以及众筹项目的技术熟练程度是否可以预测融资成功。我们发现,虽然与如何制作和推广相关的技术方面是成功的最强预测因素,但某些新闻取向,如承诺进行调查性新闻报道,也会对项目的成功有所贡献。数据显示,虽然记者身份、非营利组织身份和项目所在地与众筹成功密切相关,但创作者的性别和种族身份与众筹成功无关。
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