The Participatory Engagement of Generation Z in Museums: A Case Study From Latvia

Abstract

This study explores Gen Z's 'participatory engagement' - as opposed to passive consumption - in museum work (Simon 2010), using Latvia as a case study. In response to Soviet subjugation, Latvia adopted a harsh liberalism, resulting in ‘hyper-individualism' (Sommers 2009) and low trust in institutions. Within this context, the study examines, first, what young people expect to gain from engagement with museums and, second, the patterns and attitudes towards participatory engagement that emerge from their experiences. The study is anchored in five museums whose common feature is their engagement of youth aged 15-20. Data was collected, transcribed and thematically analysed from 38 young participants and 11 museum representatives from 2023 to 2024. Data drawn from participants’ prior engagement with museums indicates that youth have high individual expectations from participatory engagement with museums, seeking skills, knowledge and positive emotions, with low expectations for social interactions and non-existent altruistic purposes. Post-engagement data highlight the complexities of participatory engagement. While museums successfully attract and engage Gen Z audiences through skill-building and knowledge-focused activities, they often fall short in cultivating the deeper social bonds envisioned by participatory frameworks. They therefore miss the opportunity to introduce or strengthen the idea of altruism as a necessary value in such an individualistic society.