The Internet has changed how we visit and admire famous cultural monuments globally. But how crucial is social media’s impact on them nowadays?

For those who don’t already know, social media refers to various technologies that facilitate the sharing of ideas and information among their users. From Facebook, Instagram and TikTok to X platform (formerly Twitter) and YouTube, more than 5.07 billion people use social media. So, they have become an undeniable force, and their influence extends far beyond cooking videos, gossip and weather news.

Cultural monuments, those grand testaments to history and heritage, have also felt the powerful impact of the digital age. So, we decided to dedicate this article to exploring the crucial impact of social media on cultural monuments with real-world examples.

In the past, you had to travel far to see amazing historical places. Or to listen to stories from other travellers. Social media platforms, like Instagram, Facebook and eventually TikTok, have become strongly powerful tools for promoting cultural heritage. Pictures and stories about these places are all over social media with cool photos, easy-to-read captions, or even top-trend songs. This is how most people can discover hidden treasures online. Seeing pictures of the Taj Mahal’s white marble, the Acropolis and Acropolis Museum view or the Pisa’s Tower might make you want to travel there yourself! This social media sharing can also connect younger people to their history and make them appreciate these parts of the past.

Social media makes famous landmarks feel like a place where everyone can make memories, mutual to thousands of others from all over the world. People share their trips and pictures of these places online, like showing off their vacation photos. For example, how often do you see the Inca Trail to Machu Picchu scrolling on your mobile screen? This lets everyone talk about what the landmark means to them, instead of just reading facts in books. It makes history and culture more interesting and closer to all of us!

On the other hand, imagine a cool monument, not too famous yet. Social media can be like a magic spotlight, showing it off to everyone online. Suddenly, lots of people want to see it for themselves! The local towns’ economy grows as more tourists mean more jobs at hotels and restaurants. It can even bring money to fix up the monument and make it even cooler or maintain it. Just like the Great Wall of China, which got even more popular because of social media. Combining with other planning and focused efforts, during the three-day New Year holiday this year, it received more than 3 million visitors, raking in 5.91 billion yuan (about $831.97 million) of tourism revenue, marking a historical peak. (chinadaily.com.cn)

And, of course, social media can be a double-edged sword for cultural monuments. Here are some of the reasons:
-Too many tourists: Social media can make famous places so popular that they get overrun with visitors. This can be hard on the monuments themselves and the areas around them, like Venice where there is a daily tourist tax with a trial period in summer 2024.
– Selfies over respect: People might be so focused on getting the perfect selfie that they forget to see and show the monument.
– Hidden gems get ignored: Social media tends to favour the most picturesque places, and some equally important historical sites might get overlooked.

Social media presents a unique opportunity to bridge the gap between cultural heritage and the public. By leveraging its reach for education and responsible tourism promotion, we can ensure that these monuments continue to inspire and educate future generations.

Cultural institutions can utilise social media to share informative content, host virtual tours, and encourage responsible travel practices. Ultimately, striking a balance between social media’s influence and the cultural heritage’s protection is the key to ensuring these monuments remain standing, not just for the perfect picture but also for the future.

astralon-icon-logo