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I den här uppsatsen har Kulturen i Lunds insamling av dräktföremål 1882-1890 undersökts ur ett nationalromantiskt perspektiv. Syftet är att ge en djupare förståelse av Kulturen i Lunds tidiga insamlingspraktiker. Genom att förstå ett museums tidiga insamling får vi en annan förståelse av samlingen i vår tid. Kulturen i Lund samlade in 1248 föremål 1882-1890, majoriteten av dem kvinnokläder från Skåne. Kulturen i Lund har föredragit vissa geografiska områden, föremålstyper samt uppskattade tillverkningsperioden när de har samlat in sina föremål. Vissa av dessa urval verkar vara gjorda av praktiska skäl med anledning av Kulturen i Lunds begränsade resurser under sin tidiga verksamhetstid. Andra urval motiverades av nationalromantiska idéer om den svenska identiteten och dess upplevda historia. Kulturen i Lund ville konstruera en idealbild av den svenska allmogebefolkningen, som ansågs vara de ursprungliga svenskarna. För att åstadkomma detta samlades föremål som ansågs representera ett hårt arbetande, kristet folk med en lång historia, som icke desto mindre hade en inneboende känsla för skönhet som kunde ta sig uttryck i deras kläder. / This thesis has examined the dress collection practices of Kulturen i Lund 1882-1890. The purpose is to gain a deeper understanding of Kulturen i Lund’s early collection practices. By understanding the museum’s early collection we can gain a different understanding of the collection in our time. Kulturen i Lund collected 1248 dress objects 1882-1890, the majority of them women’s items from Skåne. Kulturen i Lund had preferences when it came to geographical origin, object type as well as estimated production time. Some of these can be explained with practical reasons, as the museum’s resources were not great in its early history. Other choices were motivated by national romantic ideas of Swedish identity and its perceived history. Kulturen i Lund wanted to construct an ideal image of the Swedish peasant population, which were considered to be the original Swedes. To accomplish this, items were collected that could represent a hardworking, Christian people with a long history, that nevertheless had an inherent sense of beauty they expressed through their clothing.

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The aim of this study is to investigate to what extent Swedish museums perceives TikTok as a useful social media application to reach Generation Z (Gen Z), the essay additionally examines how young people are influenced by social media in relation to museums. To examine this, two different surveys were conducted, one dedicated to museums in Sweden, the other to Gen Z. The results of the study show that very few of Swedish museums in the studies selection group use TikTok, especially in comparison to the selection group consisting of Gen Z where more than half informants use the application. TikTok is a relatively new social media, and many museums are already using as many applications as they have the time and resources for at the moment. The study shows that one of the popular uses of social media in general for museums is marketing. Marketing on TikTok does not fall into the traditional frameworks of marketing strategies, something museums have to be aware of if they want to use the application effectively. The results of the study also shows that TikTok is one of the better applications if you want to reach new audiences in Gen Z, this is largely due to the applications ”For you page” and its unique algorithm. However, the ”For you page" does not make it easier for museums to communicate with their existing audiences. This is because the ”For you page" does not always ensure that you get recommended videos from the users you follow, even if it’s more likely for that to happen. The study shows as well that the majority of Gen Z informants would be motivated to visit museums if they were inspired enough by its content on TikTok or other social media. The survey responses indicate that most informants believe that they are influenced by what they see on TikTok/Social Media, there is thus a high possibility that the types of videos museums choose to publish on TikTok will influence how Gen Z perceives them. This is a two years master’s thesis in Museum and Cultural Heritage Studies.

This study examines the use of Instagram by the Swedish County Museums through the perspective of museum professionals in charge of the museums’ Instagram accounts. The purpose of the study is to find out how and why the Swedish County Museums use Instagram. The primary source material of this paper is a survey sent out to 23 County Museums in Sweden. 19 of these museums answered the survey, equaling a response rate of 83 percent. Through comparisons and content analysis, aspects of the county museums’ Instagram use are examined.  Results of the study show that the county museums see many purposes with using Instagram, for example marketing, information and making the knowledge and collections of the museum accessible. Interaction and dialogue with visitors are also important uses for most of the museums, but the study shows that this might be secondary to marketing, informing, and making knowledge and collections accessible. Results of the study also show that the way in which the county museums operate in their work with Instagram differs between the museums, with some museums having only one employee working with the Instagram account while other museums have several employees working and collaborating with the museums Instagram account. When it comes to the employees being in charge of the museums Instagram account, the study shows that a majority of these have a work title that relates to communication. The study also shows that many of these employees have similar work and academic backgrounds in for example culture, art, media and communications. This is a two years master’s thesis in Museum and Cultural Heritage Studies.