MUSEOS EUROPEOS EN TIKTOK: CONTENIDOS Y ESTRATEGIAS PARA DIFUNDIR EL ARTE EN LA RED.

In the current media ecosystem, marked by hyperconnectivity and technological advances, social networks constitute windows of access to different content for a large part of the population, even more so after the COVID-19 pandemic. In this context, cultural institutions such as museums develop different communicative strategies in these networks, as in TikTok, adapting to their narrative codes. This research aims to study the communicative strategies of European museums through their TikTok profiles. To this end, a methodology based on quantitative and qualitative parameters is used, based on the case study of the official accounts of the Museo del Prado and the Museo Thyssen in Madrid (Spain), The National Gallery in London (UK), the Rijksmuseum in Amsterdam (Netherlands) and the Galleria degli Uffizi in Florence (Italy), analysing 1,544 videos. The results point to a disparity in the communication strategies of the museums studied. However, they coincide in the publications that refer to the masterpieces as the most popular and the option of the sound provided by the application as the type of audio mostly used. [ABSTRACT FROM AUTHOR]