Crowdfunding and
     Crowdsourcing in
        Journalism
              MA, M.Sc. Tanja Aitamurto
             Tampere Uni...
Keywords

• Collective Intelligence, Crowdsourcing,
  Crowdfunding, Open Science, Open
  Innovation, Innovations in collab...
Spot.Us Model
• Spot.Us: Journalists pitching in public
• Changing conventions in journalism:
• Donors “vote” for their fa...
Theoretical Framework

• Pierre Levy’s notion of CI
• Henry Jenkins: Participatory culture
• Crowdsourcing and crowdfundin...
Crowdsourcing
•   Open call for anybody to participate

•   CS creative talent basis for business: Threadless,
    Crowdsp...
Creative talent
Crowdbranding
Brain Power
Peace Innovation Lab
Scientific Problems
CoCreationLb
Knowledge, opinions
Skill, talent, time
Crowdsourcing on
        Spot.Us
• Money, time (microcredit/community
  powered advertising)
• Talent, tips, leads, knowle...
Research Questions

•   How does CI impact journalism?

•   ... the work of a journalist?

•   ... relationship between re...
Reporter’s Point of View
• Direct connection to the readers is
    gratifying, “personally motivating”
• Donating creates ...
•   “When I started working on the story (for Spot.Us) I
    already knew who the readers are, where as writing a
    usua...
The Challenge of
    Pitching in Public
• even though gratifying, it is challenging:
• Journalists are not comfortable wit...
The Challenge of
        Market Appeal
• “I’m a journalist, not a salesman.”
• Facebooking, tweeting about the pitch:
  “S...
• Creative workers need to see their skills in
  commercial terms - vs. creative autonomy,
  peer review vs. market appeal...
Donor’s Point of View
•   Primary reason to donate: support high quality
    journalism, healthy, democratic society

•   ...
• “I consider this as a donation for the
  common good, more than anything else, or
  any kind of personal gain.“(Donor, 3...
Benefits of
       crowdsourcing
• Other than money, not useful reader
  contributions
• More facts, not opinions
• Donors/...
Food for Thought

•   Journalism should use more cause-marketing
    when selling the product

•   “Pay for this story, sa...
• Other than money is not successfully
  crowdsourced: More sophisticated way to
  have readers/donors participate in the
...
Open Science
• How to use the concept of Open Science in
  communications research?
• Paradigm still closed, competitive r...
Collective Intelligence
     In Journalism
              MA, M.Sc. Tanja Aitamurto
             Tampere University, Finlan...
Facts&Figures

• The site launched November 2008
• By April 2010, more than 800 people had
  donated
• Average donation $6...
Crowdsourcing and Crowdfunding in Journalism
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Crowdsourcing and Crowdfunding in Journalism

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Presentation at Stanford Center for Design Research about collective intelligence in journalism.

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  • Crowdsourcing and Crowdfunding in Journalism

    1. 1. Crowdfunding and Crowdsourcing in Journalism MA, M.Sc. Tanja Aitamurto Tampere University, Finland Journalist, blogger: Huffington Post, PBS MediaShift tanja.aitamurto@gmail.com @tanjaaita
    2. 2. Keywords • Collective Intelligence, Crowdsourcing, Crowdfunding, Open Science, Open Innovation, Innovations in collaboration, • Case Study of Spot.Us, a crowdfunding platform for journalism
    3. 3. Spot.Us Model • Spot.Us: Journalists pitching in public • Changing conventions in journalism: • Donors “vote” for their favorite story: Decentralized editorial power • Direct reader-reporter connection • Transparency vs. closed newsrooms • Unfolding story vs. finished story
    4. 4. Theoretical Framework • Pierre Levy’s notion of CI • Henry Jenkins: Participatory culture • Crowdsourcing and crowdfunding as manifestations of CI and participatory culture
    5. 5. Crowdsourcing • Open call for anybody to participate • CS creative talent basis for business: Threadless, Crowdspring • Crowdbranding: Cordarounds/ BetaBrand • Money: Spot.Us, Kickstarter • Brainpower: Innocentive, Next Agenda/ Institute for New Economic Thinking - video, GoogleWave • Time, talent: Guardian, HuffPo in journalism
    6. 6. Creative talent
    7. 7. Crowdbranding
    8. 8. Brain Power
    9. 9. Peace Innovation Lab
    10. 10. Scientific Problems
    11. 11. CoCreationLb
    12. 12. Knowledge, opinions
    13. 13. Skill, talent, time
    14. 14. Crowdsourcing on Spot.Us • Money, time (microcredit/community powered advertising) • Talent, tips, leads, knowledge • Reader assignments: Photos, etc.
    15. 15. Research Questions • How does CI impact journalism? • ... the work of a journalist? • ... relationship between reporter and reader? • ... reader’s attachment to journalism, community, reader experience? • Method: Semi-Structured interviews with 15 Spot.Us donors (8) and reporters (7)
    16. 16. Reporter’s Point of View • Direct connection to the readers is gratifying, “personally motivating” • Donating creates a bond to the readers that is “beyond professionally motivating” • “It is more than having it written in a nice style and formatted properly, things you worry about for an editor. You worry more about the accuracy, really honest reporting and presenting the issues correctly, because these people have directly invested in you.”(Reporter, 22 years.)
    17. 17. • “When I started working on the story (for Spot.Us) I already knew who the readers are, where as writing a usual story (in a traditional journalism model) sometimes it feels like writing for a black hole” Reporter, 27 years. • Transparency, direct connection to the readers is the new motivation for journalists?
    18. 18. The Challenge of Pitching in Public • even though gratifying, it is challenging: • Journalists are not comfortable with pitching in public • “Will this be a popularity contest?” • “Pitching in public is scary.” • Will somebody steal my story?
    19. 19. The Challenge of Market Appeal • “I’m a journalist, not a salesman.” • Facebooking, tweeting about the pitch: “Shaking a tin can.” • Radically new ownership of the whole story process - pitching, fundraising, , writing. • Creative work and commerce coming together in cultural work (Deuze, 2009)
    20. 20. • Creative workers need to see their skills in commercial terms - vs. creative autonomy, peer review vs. market appeal • New metrics in journalism/communication?
    21. 21. Donor’s Point of View • Primary reason to donate: support high quality journalism, healthy, democratic society • Donating doesn’t create a strong connection to journalism, or to the reporter • Participating as a way to contribute to social change, social good • Donating creates a bond to a community, a means of identity building online - tweeting, facebooking
    22. 22. • “I consider this as a donation for the common good, more than anything else, or any kind of personal gain.“(Donor, 30 yrs) • “... finally, I want to see whatever change the story is trying to bring about, happen.” (Donor, 23 yrs.)
    23. 23. Benefits of crowdsourcing • Other than money, not useful reader contributions • More facts, not opinions • Donors/Community members are not interested in contributing
    24. 24. Food for Thought • Journalism should use more cause-marketing when selling the product • “Pay for this story, save the world.” • Provide tools for identity building - Kachingle
    25. 25. • Other than money is not successfully crowdsourced: More sophisticated way to have readers/donors participate in the production process • New metrics for success in journalism: impact, social change, direct market appeal to readers
    26. 26. Open Science • How to use the concept of Open Science in communications research? • Paradigm still closed, competitive rather than collaborative • CoCreationLb.com - public research diary, transparent research process, published transcriptions, • More?
    27. 27. Collective Intelligence In Journalism MA, M.Sc. Tanja Aitamurto Tampere University, Finland Journalist, blogger: Huffington Post, PBS MediaShift tanja.aitamurto@gmail.com @tanjaaita
    28. 28. Facts&Figures • The site launched November 2008 • By April 2010, more than 800 people had donated • Average donation $60 • Donations sum up to $100 000.

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