Dijital Medyada Kültürel İçerik Üreticiliğinin Ekonomik Sermayeye Dönüşümünde Patreon Modeli İncelemesi

Yıl 2024, Cilt: 6 Sayı: 1, 1 – 29, 30.06.2024

Aysun Dukul

https://doi.org/10.55796/dusuncevetoplum.1395336

Öz

Dijitalleşme, medya endüstrisinde ödemeleri, ürünleri ve hizmetleri hızla dönüştürmüştür. Dijital medyadaki dönüşüm ile içerik üreticileri, alternatif gelir modelleri ile emeklerini, zamanlarını, sosyal, kültürel ve simgesel sermayelerini ekonomik sermayeye dönüştürebilmektedir. Geleneksel gelir modellerinden farklı olarak çevrimiçi kitlesel fonlama, dijital medyada farklı projelerin geliştirilmesi ve kaynak yaratmada alternatif bir fonlama türüdür. Dijital ekonominin yükselişi, çevrimiçi kitlesel fonlama platformlarıyla birleştiğinde, geleneksel gelir modellerine bağlılık azalarak medya kullanıcılarıyla bağlantı kurulur. Amerika merkezli Patreon, kültürel içerik üreticileri için aboneliğe dayalı kitlesel fonlama platformlarının en büyüğüdür. Bağışçılar sevdikleri içerik üreticilerini desteklerken özel üyelik avantajları hak eder (Patreon, 2023). Çalışmada Türkiye’de Patreon gelir modeli ile kendini finanse eden dijital kültürel içerik üreticilerinden Evrim Ağacı ve Fularsız Entellik örnek olayında ekonomi-politik bağımsızlık ve sürdürülebilirlik temaları sorgulanmıştır. Kitlesel fonlama davranışını açıklamada Bourdrieu’nun sermaye teorilerinden hareketle Patreon modelinin Türkiye’de sürdürülebilirliği ve medya ekonomisindeki etkileri araştırılmıştır. Keşfedici araştırma stratejisinde Fularsız Entellik ve Evrim Ağacı’nın dijital medyadaki konumları, doküman analizi, katılımcı gözlem ve yapılandırılmış görüşmeden alınan yanıtlar içerik analiziyle karşılaştırılmıştır. Örneklemdeki içerik üreticilerinin kendilerini önemli ölçüde finanse edebildikleri, hedeflerinin büyüklüğü doğrultusunda gelir modellerini çeşitlendirmeyi planladıkları anlaşılmıştır. İçerik üreticilerinin ilişkisel emekle bağlantı kurduğu destekçilerin, ülke şartlarının özgün yapısında birçok psikolojik ve toplumsal, ekonomi-politik motivasyon saptanmıştır.

Anahtar Kelimeler

Dijital Medya, Kültürel İçerik Üreticiliği, Kitlesel Fonlama, Gelir Modeli, Patreon.

Kaynakça

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A PATREON MODEL INVESTIGATION ON THE TRANSFORMATION OF CULTURAL CONTENT PRODUCTION IN DIGITAL MEDIA TO ECONOMIC CAPITAL

Yıl 2024, Cilt: 6 Sayı: 1, 1 – 29, 30.06.2024

Aysun Dukul

https://doi.org/10.55796/dusuncevetoplum.1395336

Öz

The media industry has undergone a significant transformation due to digitalization. This shift has brought alternative revenue models for content producers who can monetize their time, social, cultural, and symbolic capital. Online crowdfunding platforms have emerged as a means of funding for various digital media projects. When combined with the digital platform economy, the dependence on traditional revenue models decreases. Patreon is the leading subscription-based crowdfunding platform in America for cultural content producers. Supporters receive membership benefits while financing their preferred content creators. This study investigates the themes of economic-political independence and sustainability concerning digital cultural content producers in Turkey who utilize Patreon. The examples of Fularsız Entellik and Evrim Ağacı are explored using Bourdrieu’s capital theories to explain crowdfunding behavior. The research strategy involved content analysis of responses obtained from document analysis, participant observation, and structured interviews. The study found that the content producers in the sample were able to finance themselves and plan to diversify their revenue models. Supporters were motivated by various psychological, social, and economic-political factors in the unique structure of Turkey’s conditions.

Anahtar Kelimeler

Keywords: Digital Media, Cultural Content Production, Crowd Funding, Revenue Model, Patreon.

Kaynakça

  • Agrawal, A. K., Catalini, C., ve Goldfarb, A. (2011). The geography of crowdfunding (No. w16820). National bureau of economic research.
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  • Nielsen, R. K. ve Levy, D. A. (2010). The changing business of journalism and its implication for democracy. The Changing Business of Journalism and Its Implications for Democracy, 3-15.
  • Nielsen, R.K. ve Ganter, S. A. (2018). Dealing with digital intermediaries: A case study of the relations between publishers and platforms. New Media & Society, 20(4), 1600-1617.
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  • Nucciarelli, A., Li, F., Fernandes, K. J., Goumagias, N., Cabras, I., Devlin, S., ve Cowling, P. (2017). From Value Chains to Technological Platforms: The Effects of Crowdfunding in The Digital Game İndustry. Journal of Business Research, 78, 341–352.
  • Onur, M. N. ve Değirmenci, Ö. (2015). Crowdfunding-kitle fonlaması. TC Başbakanlık Hazine Müsteşarlığı Çalışma Raporları, 7, 1-18.
  • Park, S. (2017). Digital capital (pp. 63-82). London, UK: Palgrave Macmillan UK.
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  • Regner, T. (2021). Crowdfunding a monthly income: an analysis of the membership platform Patreon. Journal of Cultural Economics, 45(1), 133-142.
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  • Röthler, D. ve Wenzlaff, K. (2011). Crowdfunding schemes in Europe. EENC report, 9, 2011.
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  • Vachelard, J., Gambarra-Soares, T., Augustini, G., Riul, P., ve Maracaja-Coutinho, V. (2016). A guide to scientific crowdfunding. PLoS biology, 14(2), e1002373.
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  • Vural, A. ve Doğan, D.U. (2019). Girişimcilik finansmanında yeni bir model: Kitle fonlaması. İşletme Araştırmaları Dergisi, 11(1), 88-100.
  • Wohn, D. Y., Jough, P., Eskander, P., Siri, J. S., Shimobayashi, M., ve Desai, P. (2019, October). Understanding digital patronage: why do people subscribe to streamers on twitch?. In Proceedings of the annual symposium on computer-human interaction in play (pp. 99-110).
  • Yıldız, A. (2018). Gazeteciliğin Geleceği Açısından Türkiye’de “Patronsuz” Gazetecilik. İletişim Kuram ve Araştırma Dergisi, (47).
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  • Zheng, H., Li, D., Wu, J., ve Xu, Y. (2014). The role of multidimensional social capital in crowdfunding: A comparative study in China and US. Information & management, 51(4), 488-496.
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Toplam 114 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim Teknolojisi ve Dijital Medya Çalışmaları
BölümAraştırma Makaleleri
Yazarlar

Aysun Dukul MARMARA ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİ 0000-0003-1470-6795 Türkiye

Erken Görünüm Tarihi27 Haziran 2024
Yayımlanma Tarihi30 Haziran 2024
Gönderilme Tarihi24 Kasım 2023
Kabul Tarihi4 Nisan 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 6 Sayı: 1

Kaynak Göster

APADukul, A. (2024). Dijital Medyada Kültürel İçerik Üreticiliğinin Ekonomik Sermayeye Dönüşümünde Patreon Modeli İncelemesi. Düşünce Ve Toplum Sosyal Bilimler Dergisi, 6(1), 1-29. https://doi.org/10.55796/dusuncevetoplum.1395336

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