With the development of technology and media, the role of the audience has been changing. Thanks to the interactivity of new media, the audience is no longer just a passive receiver. Interactivity allows audiences to comment, vote, share, produce and complete the content of new media. All these new audience capabilities have led to concepts such as prosumers (consumers and producers of content). Consequently, a whole new audience role has emerged. Audiences are now directly promoters of journalism projects.
Since 2009, society has been financing innovative projects through crowdfunding platforms hosted on Internet. The main advantage of these new journalism projects that are emerging on these platforms is that they have been created with the support and previous approval of the audience. Research on crowdfunding allows us to move beyond the content offered by mainstream media and discover what subjects are more interesting to society. People who are not satisfied by conventional media seem to be discovering their own solutions.
We have seen that many projects financed through crowdfunding platforms promote investigative or specialized journalism. According to the conclusions of our study on journalism projects and crowdfunding, audiences are willing to pay for some journalistic content not found in other media. Our research demonstrates how audiences are particularly receptive to social journalism and, in particular to a journalism of higher quality. At the same time, ratings seem to indicate a renewed social commitment by journalism and journalists.