عنوان

Crowdfunding webcomics :

Number

TLets748417

Title Proper

Crowdfunding webcomics :

General Material Designation

[Thesis]

First Statement of Responsibility

Dowthwaite, Liz

Title Proper by Another Author

the role of incentives and reciprocity in monetising free content

Name of Publisher, Distributor, etc.

University of Nottingham

Date of Publication, Distribution, etc.

2018

Dissertation or thesis details and type of degree

Ph.D.

Body granting the degree

University of Nottingham

Text preceding or following the note

2018

Text of Note

The recent phenomenon of internet-based crowdfunding has enabled the creators of new products and media to share and finance their work via networks of fans and similarly-minded people instead of having to rely on established corporate intermediaries and traditional business models. This thesis examines how the creators of free content, specifically webcomics, are able to monetise their work and find financial success through crowdfunding and what factors, social and psychological, support this process. Consistent with crowdfunding being both a large-scale social process yet based on the interactions of individuals (albeit en mass), this topic was explored at both micro- and macro-level combining methods from individual interviews through to mass scraping of data and large-scale questionnaires. The first empirical chapter (comprising of two survey and interview-based studies) investigated how members of the webcomics community made use of the Internet and social media to read and post content, interact with other readers and artists, and how they monetise these efforts. Creators and readers were found to use a large range of websites for webcomic-related activities; social media and the ability for creators and readers to get to know each other online is hugely important, often as important as the content of the work itself. Creators reported having diversified 'portfolio careers', and avoided relying on a single source of income as any one might fail at any time. The use of social media was found to be vital to all stages of the monetisation process; primarily because creators must build a dedicated community that is willing to spend money on them. Crowdfunding was found to be one of the biggest routes to monetisation, particularly as it lessens the risk of creating merchandise, combines selling items with a strong focus on interaction, and allows the main creative output to remain free. The second empirical chapter reports a large-scale scraping-based study of webcomics crowdfunding campaigns across the two major platforms most commonly used by creators, namely Kickstarter and Patreon. The two platforms were shown to exhibit distinctive characteristics. Kickstarter follows the traditional rewards-based model whilst Patreon is subscription-based, a model which is rising in place of paywalls which have traditionally failed. Both Patreon and Kickstarter provide varied benefits but also some dissatisfactions were found. Kickstarter does not equal a steady income and Patreon rarely provides full-time income levels. Even when Kickstarter projects are hugely successful, they rarely do more than pay for the fulfilment of a particular project specifically, which does not tend to cover living expenses or provide a wage. While Patreon does allow creators to receive a recurring income, this rarely exceeded

HM Sociology

Dowthwaite, Liz

University of Nottingham

Electronic name

p

[Thesis]

276903

a

Y