TikTok jako nástroj zpřístupnění muzeí umění generaci Z

This bachelor’s thesis examines the use of the TikTok platform in art museums’ communication with Generation Z. The aim is to analyze how museums utilize this platform and which communication strategies prove most effective in reaching a young audience. The theoretical part focuses on the transformation of communication by cultural institutions, the specific characteristics of Generation Z, and the features of the TikTok platform. The practical part combines a comparative content analysis of TikTok accounts of five selected European cultural institutions with a focus group involving representatives of Generation Z. The findings show that institutions adopt different approaches, ranging from educational content to communication based on humor and platform trends. The research also suggests that Generation Z prefers visually appealing, authentic, and entertaining content, while also valuing the educational component if it is presented in an interesting way. The results of this study can serve as a basis for the development of digital communication by art museums.