Digital reception of culture: The role of social networks in emotional connection generation Z with festivals

Abstract

The role of digital media, especially social networks, in informing citizens about cultural events has become crucial in recent years in shaping public perception, behavior and consumer habits of visitors to cultural events. In the context of Generation Z, born between 1995 and 2010, these channels represent a dominant source of information and a platform for expressing cultural identity, as confirmed by numerous recent studies. This paper analyzes the reception of cultural festivals in Varaždin among members of Generation Z, with a special emphasis on information through digital channels, emotional engagement and perception of the cultural and tourist values of festivals.
The theoretical framework includes approaches of media reception, cultural diffusion and digital participation. Using a quantitative survey conducted among young people, the patterns of digital media use, personal identification with festivals and the perceived impact of visual and interactive content were analyzed. The results indicate the key role of Instagram and TikTok in the emotional engagement of young people and confirm the importance of user-generated content (UGC) and participatory culture in contemporary festival communication. Social networks play a major role in shaping contemporary cultural practices of reception, information and promotion of events, thus becoming an indispensable tool in the management of cultural and tourism policy. This opens up space for the development of targeted cultural and digital marketing strategies, as well as participatory management, the foundations of which will be an understanding of the affective and identity dimensions of cultural reception among young people.