This project is based on a case study, that seeks to investigate how two groups, one with knowledge and one without knowledge regarding sustainable solutions and urban farming, experience a crowdfunding video, that uses dialogue and community as means for publicity and initial capital concerning the project Fællesgartneriet. Using group interviews, for collecting empirical material, this project uses reception analyses as a method to examine how the crowdfunding video is received. Based on the analyses, the project discusses how interactions, as shown in the two group interviews, has the means to create a new formed meaning making, which we expect will take place on the digital media Facebook. Finally the project concludes that the individual sense of personal significance regarding the community shown in the video, will strengthen collective meaning making, witch hopefully will mean a higher level of support for the project. Further more to reach the intended goal, we need to focus our communication strategy, on the audience that already has interest in sustainable urban farming. The project concludes that this adjustment in audience would result in a video with the potential to create publicity and initial capital for Fællesgartneriet.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||23 jun. 2014|
|Vejledere||Ib Tunby Gulbrandsen|
- Akvaponisk Selskab
- digital kommunikation