Museums and influencers: The representation of the museum on TikTok from the visitor’s perspective
DOI:
https://doi.org/10.5294/pacla.2025.28.1.5Keywords:
TikTok, short video, museum, imagen, influencersAbstract
Social media facilitates the encounter between the museum audience and the institution. The bidirectionality that prevails in them suggests that the academy be interested not only in the communication initiated by cultural institutions, and on which there is an extensive bibliography, but in the expressions, more or less spontaneous, published by visitors. These contents are a direct proof of his conception of the museum, experiences lived in them and, even, assigned functions. The consolidation of TikTok as a short video sharing platform, together with the massive adhesion of young profiles and the use of algorithms that favor infinite browsing, support its selection as an object of study. In order to know how the museum is represented in the videos privileged by TikTok, the traits of the cultural influencers and the conversation that their content provokes, a representative sample of audiovisuals and their comments are analyzed. The data reveal a predisposition of young people towards free, participatory proposals that give them a good time. There is debate about the role of influence marketing applied to museums given the call effect that was confirmed through the comments.
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Copyright (c) 2025 Raquel Martínez-Sanz, Luis Felipe Solano Santos
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