Vliv sociálních sítí na chování mladých návštěvníků galerií

This master’s thesis examines the behaviour of young Czechs visiting art galleries. It explores their motives for visiting galleries in order to build their digital self by adding content to social media. A total of 616 visitors were observed in three Prague galleries to determine the extent and scope of this phenomenon. From the sample of observed visitors, 250 took photographs during their visit. The observed phenomenon appeared in 41% of cases among visitors. Subsequently, individual interviews were conducted with 10 respondents. The data from the interviews were analysed, resulting in 6 thematic units for further examination of attitudes and behaviour. The resulting self-presentation of the respondents on their Instagram profiles was then analysed. The discussion section of the thesis provides recommendations for galleries on how to leverage this trend to their advantage. The research results indicate that the trend of capturing content for social media and building one's digital self has also spread to art galleries. Cultural organizations, however, can utilize it to their advantage and improve communication on their social media platforms, among other things.