Dejavniki uspešnosti kampanj množičnega financiranja : pomen socialnega in kulturnega kapitala : magistrsko delo
Mikolič, Pia
Pričujoče delo preučuje dejavnike uspešnosti kampanj množičnega financiranja, pri čemer je cilj ugotoviti, kakšno vlogo pri teh igrata socialni in kulturni kapital pobudnikov kampanj. V ta namen je ...najprej orisan pojav množičnega financiranja, kjer so definirani njegovi ključni pojmi, kot so modeli množičnega financiranja, platforme, pobudniki in podporniki kampanj, predstavljene njegove prednosti in slabosti ter opisane njegove značilnosti v slovenskem okolju. Temu sledita identifikacija dejavnikov, ki vplivajo na uspeh kampanj, in teoretična povezava teh s socialnim in kulturnim kapitalom pobudnikov kampanj. Slednja je v praksi preverjena skozi študijo 6 kampanj s pomočjo polstrukturiranih intervjujev z njihovimi pobudniki, ki osvetlijo, kako se obe vrsti kapitala odražata pri pripravi in vodenju kampanj, kako vplivata na sestavo ekipe pobudnikov in kako se v kampanjo vključujejo podporniki ter mediji. Rezultati te kvalitativne raziskave pokažejo, da je kulturni kapital pobudnikov ključen za oblikovanje uspešne kampanje, medtem ko socialni kapital pomembno vpliva tako na formacijo ekipe pobudnikov kot na pridobivanje podpornikov.
Type of material - master's thesis
; adult, serious
Publication and manufacture - Ljubljana : [P. Mikolič], 2020
Č Ms 0000016956 Closed stacks
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