Komunikacja w radiu finansowanym przez społeczność. Przypadek internetowej stacji Radio 357
Communication in community-funded radio. The case of online station Radio 357

Summary/Abstract: The purpose of the text is to analyze the model of communication with patrons of Radio 357 – an online radio station funded by listeners using digital patronage. Methodology: a qualitative analysis of the content found in the forum for patrons of the radio station was carried out. The empirical material consisted of 200 posts by the station, 21,081 comments by patrons, and videos lasting a total of 1,050 minutes. The analysis covered the period from October 2020 to January 2022. Results and conclusions: the analysis conducted indicates that Radio 357's communication model is strongly determined by the way the radio station is financed. The station communicates with all listeners in parallel (via its website and social media) and moderates separate forums for the most committed patrons. The communication is partly due to the individual model adopted by the radio station, and partly due to the framework and tools imposed by the technicalities of the crowdfunding platform on which the collection is conducted. Research value: the analysis provides insight into the characteristics and strengths and weaknesses of the described communication model. What is particularly important, given the last decades of rapid development of radio broadcasting, this model is significantly different from the previous way of communication of traditional radio stations.

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