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Diskurzivní Analýza Crowdfundingové Kampaně Amandy Palmer

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Diskurzivní Analýza Crowdfundingové Kampaně Amandy Palmer Masarykova univerzita Filozofická fakulta Ústav hudební vědy Teorie interaktivních médií Filip Šťastný Diskurzivní analýza crowdfundingové kampaně Amandy Palmer Bakalářská práce Vedoucí práce: Mgr. Viktor Pantůček, Ph.D. 2019 Čestně prohlašuji, že jsem tuto bakalářskou práci vypracoval samostatně s využitím uvedených pramenů a literatury. …………….…………. Filip Šťastný V Brně dne 5. 5. 2019 Na tomto místě bych rád poděkoval vedoucímu práce Mgr. Viktorovi Pantůčkovi, Ph.D. za odborné a organizační vedení při zpracování této práce. Anotace Bakalářská práce „Diskurzivní analýza crowdfundingové kampaně Amandy Palmer“ popisuje crowdfundingové působení umělkyně Amandy Palmer od její kickstarterové kampaně po současné využívání platformy Patreon. První část práce obsahuje úvod do prostředí, které kolem sebe tato umělkyně vytváří. Dále se práce dotýká problematiky crowdfundingu obecně. Ve druhé části je nahlíženo na crowdfundingovou kampaň z různých perspektiv. Cílem této práce je ověřit hypotézu, která říká, že se crowdfunding dá využít a chápat i v jiných rovinách než jen jako prostředek pro výběr financí. Práce dále nahlíží na crowdfunding z různých diskurzů. Ve výsledku by tedy měla vzniknout širší škála vhledů, které mohou čtenáři pomoci s chápáním tohoto fenoménu. Klíčová slova Crowdfunding, crowdfundingová kampaň, Amanda Palmer, diskurzivní analýza, financování, marketing, komunita, participativní umění, nová média, hudební průmysl Annotation This bachelor thesis titled „Discourse analysis of Amanda Palmer's crowdfunding campaign“ describes crowdfunding activities of Amanda Palmer since her Kickstarter campaign up to her use of the Patreon platform. First part of the thesis contains an introduction to the environment around the singer. Next it touches on the problematics of crowdfunding in general. In the second part we observe the crowdfunding campaign from various perspectives. The goal of this paper is to verify the hypothesis saying that crowdfunding can be used and understood on different levels than just as a financing tool. The thesis also looks at crowdfunding from various discourses. In the end, the thesis should offer wider scale of perspectives that can help the reader to understand this phenomenon. Keywords Crowdfunding, crowdfunding campaign, Amanda Palmer, discourse analysis, financing, marketing, community, participatory art, new media, music industry OBSAH 1 ÚVOD .......................................................................................................... 1 2 CROWDFUNDING JAKO POJEM............................................................... 4 3 TYPY CROWDFUNDINGOVÝCH KAMPANÍ .............................................. 6 4 AMANDA PALMER ..................................................................................... 8 4.1 PŘED KICKSTARTEREM ............................................................................. 8 4.2 S PATREONEM ....................................................................................... 17 5 CROWDFUNDING JAKO PLATFORMA FINANCOVÁNÍ ......................... 19 5.1 POULIČNÍ UMĚNÍ A CROWDFUNDING .......................................................... 19 5.2 FINANCOVÁNÍ NAHRÁVACÍ SPOLEČNOSTÍ VS. CROWDFUNDING ..................... 20 5.3 ROZPOČET KICKSTARTEROVÉ KAMPANĚ AMANDY PALMER .......................... 22 5.4 PROBLEMATIKA CROWDFUNDINGOVÝCH KAMPANÍ ....................................... 24 5.5 CO PŘISPĚVATELÉ OD KAMPANĚ ČEKAJÍ? .................................................. 27 6 KOMUNITA JAKO ZÁKLAD CROWDFUNDINGU .................................... 29 6.1 TVORBA KOMUNITY PŘI ŽIVÝCH VYSTOUPENÍCH .......................................... 29 6.2 KOMUNITA V ONLINE PROSTŘEDÍ .............................................................. 30 6.3 CROWDSOURCING .................................................................................. 31 6.4 ZÁKLAD CROWDFUNDINGU ....................................................................... 32 6.5 ODVRÁCENÁ STRANA KOMUNITY ............................................................... 33 7 CROWDFUNDING JAKO PROSTŘEDEK PARTICIPATIVNÍHO UMĚNÍ .. 35 8 CROWDFUNDING A SOCIÁLNÍ SÍTĚ ...................................................... 41 9 CROWDFUNDING JAKO MARKETINGOVÝ NÁSTROJ .......................... 43 10 AMANDA PALMER A PRINCIPY NOVÝCH MÉDIÍ ................................... 47 10.1 PRINCIP DECENTRALIZACE A KULT CELEBRITY ......................................... 47 10.2 VOLNĚ PŘÍSTUPNÉ INFORMACE ............................................................. 48 10.3 AMANDA PALMER JAKO MULTIMEDIÁLNÍ PERFORMANCE............................ 48 11 ZÁVĚR....................................................................................................... 50 12 RESUMÉ ................................................................................................... 52 13 SUMMARY ................................................................................................ 53 14 SEZNAM PRAMENŮ A LITERATURY ...................................................... 54 1 Úvod V roce 2014 se prostřednictvím crowdfundingových platforem celosvětově vybralo 597,14 miliónů amerických dolarů.1 V roce 2017 crowdfundigové kampaně přinesly fundraserům (tvůrcům) 17,2 miliard dolarů, a to pouze v severní Americe.2 Odhaduje se, že v roce 2025 překročí celosvětové výdělky z těchto kampaní 300 miliard dolarů.3 Je tedy zřejmé, že zájem o tento druh finanční podpory, půjčky nebo financování stále roste. Crowdfundingová kampaň většinou není pouze o získávání kapitálu. Jde o specifický marketingový nástroj, který silně pracuje s komunitou. Je to základní kámen, na kterém lze stavět diskusi, nástroj, skrz který lze získat zpětnou vazbu. Je to i prostředek, díky kterému lze tvořit umění, aktivizovat, bořit kult celebrit nebo např. zachránit lidský život. Téma crowdfundingu má velký potenciál. V odborné diskusi se lze setkat s knihami a rádci jako např. Scott Steinberg – The Crowdfunding Bible nebo Thomas Elliott Young – The Everything Guide to Crowdfunding. Tímto fenoménem se zabývají i diplomové práce, jmenovitě např. bakalářská práce Natálie Maliosové – Crowdfunding Nový fenomén fundraisingu, práce Ajaya Agrawala, Christiana Cataliniho a Aviho Goldfarba – Some Simple Economics of Crowdfunding nebo diplomová práce Etienna Maleca – Digital Marketing & Social Media in a crowd-funding campaign. Většina dostupných prací tento fenomén uchopuje převážně v kontextu finančním nebo marketingovém. Výjimečně se lze setkat s přesahem do geografického diskurzu nebo sociálních sítí. Bakalářská práce je založena na primárních zdrojích, jimiž jsou veškeré internetové stránky a platformy, které mají co do činění s crowdfundingovou kampaní Amandy Palmer. Konkrétně převážně analyzujeme platformy Kickstarter a Pateron, ke kterým se připojují i webové stránky zpěvačky. Při analýze aplikujeme znalosti z dalších zdrojů, kterými jsou výše uvedené knihy a odborné práce o crowdfundingu. 1 STATISTA. Value of funds raised through crowdfunding worldwide from 2014 to 2016 (in million U.S. dollars) [online]. c2019, [cit. 7. 2. 2019]. Dostupné z: <https://www.statista.com/statistics/360512/funds- raised-via-crowdfunding-globally/>. 2STATISTA. Volume of funds raised through crowdfunding worldwide in 2017, by region (in million U.S. dollars) [online]. c2019, [cit. 7. 2. 2019]. Dostupné z: <https://www.statista.com/statistics/946659/global- crowdfunding-volume-worldwide-by-region/>. 3 FUNDLY. Crowdfunding Statistics [Updated for 2017!] [online]. c2018, [cit. 7. 2. 2019]. Dostupné z: <https://blog.fundly.com/crowdfunding-statistics/>. 1 Navíc pracujeme s knihou Kmeny od Vladimíra 518, Karla Veselého, která je důležitým exkurzem do komunit a subkultur. Další poznatky čerpáme z kolektivní monografie Křičím: „To jsem já“ a Umění spolupráce od Jana Zálešáka. Uplatňujeme také poznatky z teorií interaktivních médií, konkrétně z From counterculture to cyberculture: Virtual community discourse and the dilemma of modernity Od Sorin Adama Mateie, Hackers, Heroes of the Computer Revolution od Stevena Levyho, New media history od Patrice Flichyho a také z textu Hypertext a kritická teorie George P. Landowa. Veškeré zdroje naleznete v seznamu internetových zdrojů a literatury. Pojmy, které jsou v bakalářské práci použity uvádíme zpravidla v angličtině nebo jako anglicismy, protože české překlady těchto pojmů se používají zřídka a často přesně nereflektují význam anglických termínů. V této práci se ovšem snažíme dokázat hypotézu, která říká, že se crowdfunding dá využít a chápat i v jiných rovinách, než jen jako prostředek pro výběr financí (fundraisingový nástroj). Tuto skutečnost se snažíme doložit na analýze crowdfundingu z pohledu vybraných diskurzů, konkrétně se jedná o tyto kontexty: komunita, participativní umění, marketing, financování a nová média. Do práce začleňujeme i diskurzy, se kterými již odborná veřejnost pracuje, snažíme se v nich najít nové poznatky nebo problematické momenty crowdfundingu. Nicméně každý crowdfundingový projekt je unikátní. Crowdfunding může sloužit pro umělce, technologické startupy nebo jako prostředek charity. Kvůli této pestrosti nelze kampaně unifikovat. Z tohoto důvodu jsme pro lepší uchopení tématu zvolili cestu, kterou lze označit za případovou studii. Crowdfundingovou kampaň zde v této práci nechápeme zcela konvenčně jako jeden časově orámovaný proces, ale jako souvislou sérii menších projektů, které zvolená umělkyně, Amanda Palmer vytváří od rané fáze kariéry. V různých podobách ji crowdfunding provází dodnes. Kampaň této umělkyně
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