Beyond the frame: Exploring Museums' Utilization of TikTok for Audience Engagement: A Case Study of the Rijksmuseum.

Abstract

This thesis explores the Rijksmuseum's TikTok page, focusing on two specific posts by the museum. It analyzes how the museum leverages participatory practices to engage with its audience. One of the examined videos delves into the concept of cult value, while the other addresses the participatory gap. The analysis reveals that the museum utilizes the platform's features and options to bridge the participatory gap and deconstruct cult value.