Bachelor framework

  • View
    25

  • Download
    1

Embed Size (px)

Transcript

  • Kristan Ohm (46514), Mathilde Frydensbjerg (46529),

    Emil Frost Andersen (46527) og Nina Helene Damgaard (46299)

    6. semester - Bachelor Projekt - 2014 Roskilde Universitet

    Vejleder: Henriette Lungholt

    Antal anslag (uden referencer): 69.371

    Crowdfunding

    When Love Hurts

    Mathilde Frydensbjerg Christensen

    Mathilde Frydensbjerg Christensen

    Mathilde Frydensbjerg Christensen

    Mathilde Frydensbjerg Christensen

  • Resum The project is based on the issue of how a social enterprise has the ability to finance a website for

    women who suffer from a sexual pain condition through crowd funding campaign. We access the

    problem by analysing the characteristics and trends of the crowd funding phenomenon, and of the

    individuals who practice it. The latter constitute our primary target group for the campaign, while a

    secondary target group is also considered in terms of women who suffer from the mentioned

    condition. We have conducted a focus group interview as well as an individual interview with

    representatives from each target group. The data was analysed on the basis of Preben Sepstrups

    conceptualisation of characteristics regarding recipient groups, and Kim Schrders

    multidimensional model for media reception. On the basis of our target group analysis we conclude

    that the possibilities of financing the enterprises project are found in appealing to the two groups

    respective incentives for supporting the project. This is made possible by organizing the campaigns

    communications on the basis of the target groups respective preferences.

  • Indhold

    PROBLEMFELT .............................................................................................................................................................. 3

    PROBLEMFORMULERING ......................................................................................................................................... 4

    BEGREBSAFKLARING ................................................................................................................................................. 4

    CASEBESKRIVELSE ..................................................................................................................................................... 5

    PROPS & PEARLS ............................................................................................................................................................. 5 WHEN LOVE HURTS ........................................................................................................................................................ 5

    PRODUKTBESKRIVELSE ............................................................................................................................................ 6

    MLGRUPPE FOR KOMMUNIKATIONSINDSATS ................................................................................................ 7

    BUDSKAB OG NSKET EFFEKT ............................................................................................................................... 8

    VIDENSKABSTEORETISK TILGANG ....................................................................................................................... 8

    METODE .......................................................................................................................................................................... 9

    UNDERSGELSESDESIGN ................................................................................................................................................. 9 TEORIBRUG ..................................................................................................................................................................... 9 INTERVIEWS .................................................................................................................................................................. 10

    Kvalitative interviews .............................................................................................................................................. 10 Fokusgruppe ............................................................................................................................................................................ 11

    Valg af informanter til fokusgruppe ................................................................................................................................... 11 Rekruttering ................................................................................................................................................................... 11

    Individuelle interviews ............................................................................................................................................................ 12 Valg af informanter ............................................................................................................................................................ 13

    Prsentation af TP......................................................................................................................................................... 13 Prsentation af SB ........................................................................................................................................................ 13

    Databehandling ....................................................................................................................................................................... 13 Transskription .................................................................................................................................................................... 13 Meningskondensering og analysestruktur .......................................................................................................................... 13

    Verifikation ............................................................................................................................................................................. 14 Validitet og reliabilitet ....................................................................................................................................................... 14 Generaliserbarhed .............................................................................................................................................................. 14

    MLGRUPPE ANALYSE............................................................................................................................................. 15

    VELGRENHED OG CROWDFUNDING ............................................................................................................................. 15 MEDIERNES INDBYRDES FORHOLD ................................................................................................................................ 16 INCITAMENTER FOR STTTE .......................................................................................................................................... 18

    Rewards Noget for noget. ..................................................................................................................................... 18 Interpersonelle relationer ......................................................................................................................................... 18 Tilknytning til projektets problemstilling ................................................................................................................ 19 Realisering af projektet ............................................................................................................................................ 19

    PRODUKTAFPRVNING OG RECEPTIONSANALYSE ...................................................................................... 21

    MOTIVATION ................................................................................................................................................................. 21 KONSTRUKTIONSBEVIDSTHED....................................................................................................................................... 22 FORSTELSE ................................................................................................................................................................. 23 HOLDNING .................................................................................................................................................................... 24 HANDLING .................................................................................................................................................................... 25

    DISKUSSION .................................................................................................................................................................. 26

    PROJEKTET INDEN LANCERING ...................................................................................................................................... 26 DET TTTE NETVRK ................................................................................................................................................... 26 AT F FAT I MNGDEN .................................................................................................................................................. 27