Original scientific paper

Insight into the Contemporary Representation of Traditional Culture on TikTok

Madlen Lipić ; Hrvatsko katoličko sveučilište, Zagreb *
Krešimir Dabo orcid.org/0000-0001-9260-7384 ; Institut za istraživanje migracija, Odjel za kulturne i otočne studije, Zagreb
Matilda Kolić Stanić orcid.org/0000-0001-8295-3777 ; Sveučilište u Slavonskom Brodu, Slavonski Brod

* Corresponding author.

Abstract

Traditional culture is often marginalized in mainstream media, and social networks frequently reproduce this unfavorable trend. The dissemination of cultural content largely depends on the efforts of non-profit cultural organizations and institutions, whose resources remain severely limited. This situation raises critical questions about the visibility of traditional culture in both media and social networks, as well as the extent to which younger generations, crucial for cultivating future audiences, are informed about such cultural expressions. This study employs content analysis and survey research to examine the role and significance of influencers as a public relations tool in promoting traditional culture on TikTok. The analysis centers on the communication strategy of influencer Shina Novalinga, whose social media presence serves as an illustrative case. The findings suggest that influencers can effectively enhance the representation of traditional culture on digital platforms. These insights underscore opportunities for developing more effective communication strategies with digitally native audiences, with TikTok emerging as a particularly promising medium.

Keywords

influencers; public relations in culture; TikTok; traditional culture; digital communication

Hrčak ID:

341884

URI

https://hrcak.srce.hr/341884

Publication date:

19.12.2025.

Article data in other languages: croatian

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