Crowdfunding a new church: a multimodal analysis of faith-related giving rhetoric on Indiegogo
The development of Internet crowdfunding platforms has transformed how businesses, nonprofits, and even congregations seek funding from large numbers of donors who each give a relatively small amount of money. In particular, Indiegogo’s religion category for campaigns has developed into a platform u...
| Main Author: | |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Heidelberg University Publishing
2015
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| In: |
Online - Heidelberg journal of religions on the internet
Year: 2015, Volume: 9, Pages: 1-18 |
| Standardized Subjects / Keyword chains: | B
Religious group
/ Crowdfunding
/ Advertising campaign
/ Video recording
/ Rhetoric
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| Further subjects: | B
Crowdfunding
B church planting B Giving B multimodal theory B Rhetoric B Indiegogo |
| Online Access: |
Volltext (kostenfrei) Volltext (kostenfrei) |
| Summary: | The development of Internet crowdfunding platforms has transformed how businesses, nonprofits, and even congregations seek funding from large numbers of donors who each give a relatively small amount of money. In particular, Indiegogo’s religion category for campaigns has developed into a platform used by Christian communities seeking funding for expanding their ministries. Drawing upon a rhetorical analysis of five faith-related campaigns that closed funding between December 2013 and April 2015, I consider how the giving rhetoric varies between the campaigns’ mode of communication, comparing their textual rhetoric to their video messaging. Using the lens of multimodal theory (Córdova, Shipka), I argue that while the textual rhetoric of the campaigns studied emphasizes communicating practical information about the ministry, the giving rhetoric of the campaign videos highlights a more personal, emotional connection between the ministry and potential backer. |
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| ISSN: | 1861-5813 |
| Contains: | Enthalten in: Online - Heidelberg journal of religions on the internet
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| Persistent identifiers: | DOI: 10.11588/rel.2015.0.26248 URN: urn:nbn:de:bsz:16-rel-262482 |