Critical Roles Kickstarter: The Legend of Vox Machina Kickstarter is LIVE!

Malene Lund Staugaard, Charlotte Thiemke Jensen & Raymund Erland Capiral Brus Nelausen

Studenteropgave: Kandidatprojekt


This project revolves around our chosen case the web series Critical Roles Kickstarter campaign and aims to explore both the sender of the campaign, Critical Role, and the receivers of this campaign. Our empirical data will be Critical Roles promotional video, published on March 4’th on YouTube, “The Legend of Vox Machina Kickstarter is LIVE!” and its associated audience commentary, within a frame of 24 hours after the video was originally published. Employing selected concepts from Grounded Theory coding theory, we will approach our receiver-data, the audience commentary, from a hermeneutical point of view. Additionally, we will analyze the sender, Critical Role, with the AIDA-model by Elias St. Elmo Lewis, applying this model’s attention, interest, desire and action concepts to the Kickstarter campaigns promotional video. In addition to the AIDA-model and the Grounded Theory tools, we will further employ Stuart Halls reception theory, and its encoding/decoding theories. This will enable us to answer our problem statement: How can we investigate the receivers of the Critical Role Kickstarter-campaign, and their primary reading of the campaign video “The Legend of Vox Machina Kickstarter is live!”? And how does this reading play into the reading, Critical Role could have wanted?
In working with this problem statement, we made an analysis of both the Critical Role Kickstarter campaign promotional video and the commentary associated with said video. Our video analysis focused on explaining the goals of the sender, what they wanted to do with the campaign, and how they went about achieving this, but ultimately the AIDA model, was used to evaluate how successful the communication in said video was. From this we concluded that, according to the AIDA-model, Critical Role have communicated effectively to their audience. Our analysis of the Critical Role Kickstarter campaigns commentary employed open, axis- and selective coding from Grounded Theory to investigate the receivers of said campaign. From this analysis, we inferred that the following themes are the most dominant in the commentary: pride, identity, references, shipping, critical, narrative, excitement and finances. Furthermore, an overarching theme throughout the categories, except for the critical category, is community and unity in said community.
In conclusion we can conclude that we could have investigated the receivers of Critical Roles Kickstarter campaign promotional video in a myriad of ways, but our chosen approach worked well for inferring the primary themes and readings of said video. The primary reading of Critical Roles promotional video amongst its receivers, is a dominant code, meaning that they accept the purpose or intention given by the video.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato26 maj 2019
VejledereJonas Agerbæk Jeppesen


  • Critical Role
  • Dungeons and Dragons
  • Encoding/Decoding
  • Fandom
  • Stuart Hall
  • AIDA
  • Grounded Theory
  • Hermaneutik
  • YouTube
  • Kickstarter