ABSTRACT
Digitalization has removed the key elements of the traditional media business model. In this context, this article analyzes the relationship between the presence and the value of engagement in journalistic projects and crowdfunding. The case study is Ballena Blanca magazine and its 'Special Greenwashing' campaign, which was developed during the home confinement period of the Covid-19 pandemic. The methodological basis is the case study and the quantitative and content analysis. Thanks to these instruments, the 371 publications -posts- of the campaign result in a total of 6,248 actions of the metrics considered for measuring engagement, which are distributed into 68.89% of likes;1.92% of comments and 29.19% of retweets;and a general engagement/publication ratio of 16.84. We can conclude that Ballena Blanca is a media that covers a very defined need in an increasingly polyhedral market with endogenous barriers to entry. Confinement, as an atmosphere, the networks, as engines, and the search for financing, as an end, have facilitated that a slow journalism initiative has seen the light, and it has shown that the correlation between private interests and the media makes the engagement to financing transferable. © 2021 Obercom. All rights reserved.