Анализ на комуникация във виртуална среда за финансиране на изкуство

Abstract

Abstract: This paper presents the results of an analysis of public online communication related to art funding during the COVID-19 pandemic in Spain. The topic is current and of social relevance; it has been the subject of research, including from the perspective of communication and virtual communication in particular. Crowdfunding is a relatively new practice that is entering and establishing itself, especially in the field of arts. Communication in crowdfunding campaigns is complex and requires knowledge and skills in finance, media, communications, public relations, marketing, etc. It is hypothesised that awareness campaigns and communicating the benefits of this type of arts funding campaign requires a complex approach involving collaboration at the level of institutions, business organisations, citizens, etc. The specificity of the subject matter requires an interdisciplinary approach and the methodology includes the methods of cyberethnographic observation and communication analysis. Conclusions are presented based on the analysis of best practices related to planning, organizing, implementing and reporting crowdfunding campaigns. Parameters for improvement of the promotion of this type of activities oriented towards entrepreneurship and charity in communication terms are outlined. Keywords: crowdfunding campaigns, art, public relations, online communication, funding platforms, civic participation.