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När ord är pengar: En analys av retorik och inramning i svenska Kickstarterkampanjer
Umeå University, Faculty of Arts, Department of culture and media studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
When words are money : An analysis of rhetoric and framing in swedish Kickstarter campaigns (English)
Abstract [en]

Crowdfunding has every year become more relevant and popular as a funding method. It makes it possible for entrepreneurs to gain funding by convincing the public that they should donate money. But convincing the public is not easy and more campaigns fail then succeed. The purpose of this study was to contribute to previous research and examine if the usage of rhetorical argumentation and framing can be associated with Kickstarter success. To examine this I did a content analysis on successful and failed Swedish Kickstarter campaigns. Through the content analysis i examined if the campaigns used the rhetorical appeals ethos, logos, pathos and the framing methods goal and attribute framing. The results reveals that ethos, logos, pathos, goal and attribute framing are all used in Swedish Kickstarter campaigns. The result also reveals that there is a strong correlation between Kickstarter success and the usage of ethos and logos. The conclusion was that the usage of ethos and logos is beneficial for a Kickstarter campaign and is most beneficial if used with other factors of success

Place, publisher, year, edition, pages
2018. , p. 27
Keywords [en]
Crowdfunding, Kickstarter, Rhetoric
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-146540OAI: oai:DiVA.org:umu-146540DiVA, id: diva2:1197221
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2018-04-13 Created: 2018-04-12 Last updated: 2018-04-13Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf