Digital reception of culture: The role of social networks in emotional engagement Generation Z with festivals

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. This paper examines the digital reception of culture among Generation Z, with a focus on their engagement with festivals in Varaždin, Croatia. The aim is to explore how social networks influence cultural participation and how digitally mediated practices contribute to the transformation of festival experiences. The study is based on a quantitative survey conducted among young respondents (n = 209), examining their media habits, perceptions of cultural events, and motivations for participation. Descriptive statistics were used to analyze patterns of media use, while interpretative comparison with existing theoretical models provided the framework for contextualization. The results indicate that social networks are the dominant source of information about festivals, surpassing traditional media in both reach and influence. Generation Z shows a strong preference for authentic and experiential forms of participation that can be shared and reinterpreted through digital platforms. The data reveal a generational gap in the reception of traditional cultural events, with younger participants expecting more interactive and personalized content. This study presents the first empirical examination of Generation Z participation in Varaždin festivals, exploring the relationship between digital media use and emotional engagement. It contributes to research on digital culture by providing empirical evidence from a specific local context, linking cultural participation with digital communication practices. It highlights how Generation Z reshapes cultural reception through user-generated content, thereby extending the identity and visibility of festivals in the digital sphere. The findings offer practical implications for festival organizers and policymakers. Specifically, they highlight the need to adapt programming to younger audiences by combining heritage with interactive and digitally mediated forms of engagement.