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Fondsmidler, Instagram og brugerinddragelse

By Mikkel Hindhede, Katrine Nilsson and Katrine Tranbger-Hansen


This project studies how foundations can have a different approach to their method of donating, based on social media and the theory of catalytic philanthropy. In this project a new idea of an ap- plication for the Egmont Foundation is explored. The new idea is to apply for grants through a video on the social media Instagram. By making a video on Instagram as a starting point for the application and as our communication product, we seek to explore how our selected informants experience the video and the whole idea of the application form. The method apllied is reception analysis, based partly on interviews. Also the informants have to make an application video on Instagram. By doing this, we try to establish the level of informant willingness to participate in the application on Instagram, and how willing they are to post content on this media. There are two different conclusions in this project. One is the willingness of the informants to interact in a ficti- tious project and the other is the advantages and disadvantages in using Instagram as a platform for applications. There has been a lack of motivation from the informants towards participating in the project because there was no real money to apply for. To get more motivation there had to be another factor that we did not anticipate in the design of our project. Through interviewing the informants we got to the conclusion that making a video on Instagram is actually more difficult than anticipated. Even though it might not be as easy as we first thought the informants were positive to the idea of using social media in the process of applying for money. The communication product in this project has proven difficult to test, for the abovementioned reasons. Nonetheless it is our conclusion, that the essence of our communication product has been well understood by our informants, and sufficient effect has been prooven for us to recomend further study in the combination of social media and catalytic philanthropy

Topics: Instagram, receptions analyse
Year: 2014
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