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The rise of Instagrammable museums

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Delhi, India
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In the age of social media and the pursuit of aesthetics it promotes, the way we engage with and appreciate art has undergone a radical transformation.

Thanks to social media, the ‘instagrammability’ of museums and galleries now plays a significant role in drawing in crowds.

More and more, visitors are choosing to seek out visually striking exhibitions and instillations that will translate well online and make for captivating content.

This has led to a surge in the popularity of certain kinds of displays – often at the expense of deeper engagement with the art itself.

Museums and galleries have responded by catering to this increasing demand, prioritising aesthetics first and foremost, even if it goes against the artist’s original vision. As a result, the way we engage with and appreciate art has undergone a radical transformation.

Determined to create the perfect post, visitors are being caught in a paradox of curated authenticity.

This is because when the focus is on taking photos of the art rather than spending time taking it in, viewers aren’t really interacting.

In fact, recent studies have shown that doing this actually impairs memory, as people aren’t fully immersing themselves, they’re thinking about how best to show off the moment.

Raising questions about why people visit museums and galleries in 2024, the general consensus is that it’s become a means of generating likes and followers. This is obviously an issue.

As this trend keeps shaping the cultural landscape, it will be necessary to strike a balance between meeting this burgeoning desire for aesthetic appeal and preserving the integrity and importance of the artistic experience.

Museums and galleries must find ways to encourage visitors to engage more deeply with the art, while simultaneously acknowledging that social media isn’t going anywhere and will continue to have influence.

This may involve implementing policies that limit disruptive photo-taking, educational programmes that teach visitors how to appreciate art more mindfully, and the integration of digital elements that enhance the experience but don’t overshadow the art itself.

This will hopefully guarantee that museum and gallery visits remain meaningful and fulfilling, celebrating art in all its complexity and nuance.

Remote Writer Delhi, India

Sahil (they/them) is a remote writer for Thred and an economics undergraduate in India. Their diverse cultural background informs their writing and research on gender minorities, climate disparity, and intersectional social issues. When not delving into complex societal challenges, Sahil grapples with their ever-expanding library of unread books – a collection that grows faster than their ability to tackle it.

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