Media ecology for success in political crowdfunding campaigns: The case of the Sindicat de Llogateres

Abstract

In this paper we analyze media ecology and the keys to the success of political crowdfunding campaigns. The main objective is focused, by way of an approximation, on describing and determining the means and formats used for the supply and dissemination of information on the financing campaign promoted by the Sindicat de Llogateres (Tenants Association) in 2017, and the impact of its actions and of its online interactions with other stakeholders. In this way, we seek to define the channels and elements that contributed to the financial success of the initiative under study. To do this, we prepare a matrix comprising various categories and variables which are established to collect relevant information through the Goteo website, social networks and search engines. The results reveal a complex configuration articulated through multiple media and formats, based on a clearly delimited frame and sustained on an organization that is perfectly structured and networked with its environment. In our conclusions, we point out the potential of Twitter as a tool for establishing cooperative ties with collective stakeholders for the purposes of dissemination, thus potentially conveying the campaign message to audiences defined by their high degree of sociopolitical commitment.