Viral architecture or the unintentional architecture criticism of social media

In the digital landscape of social media, a phenomenon has emerged that challenges traditional architectural discourse - the unintentional architecture criticism fostered by photography, algorithms, and influencer culture. This paper delves into the concept of "viral architecture," exploring how platforms like Instagram have become inadvertent spaces for architectural critique and celebration. Photography, long revered as a medium for capturing and disseminating architectural narratives, has taken on a new dimension in the social media realm. Through carefully curated visuals, users engage in an implicit form of architectural criticism, highlighting or critiquing various aspects of the built environment. This discourse is amplified by algorithms that govern content distribution, favouring visually striking and engaging posts related to architecture. The rise of influencer culture has played a pivotal role in shaping this unintentional architectural criticism. Influencers, with their substantial followings and cultural capital, wield the power to shape public perception and discourse around architecture. Their meticulously crafted posts, often showcasing specific architectural elements or spaces, can propel certain structures into viral fame, simultaneously celebrating or criticizing their design. This paper examines the dichotomy between "Instagram architecture" - structures designed with social media share ability in mind - and the representation of traditional architecture on these platforms. It explores the implications of this phenomenon, shedding light on how social media has democratized architectural criticism, blurring the lines between professional and public discourse. By analysing the interplay of photography, algorithms, and influencer culture, this study unravels the unintentional yet profound impact of social media on architectural criticism. It prompts a critical examination of the role of digital spaces in shaping perceptions of the built environment and raises thought-provoking questions about the future of architectural discourse in an increasingly digitized world.