Scroll & Stroll: How Social Media Is Rewriting Architectural Cultural Tourism
Social Media Feed on Architecture - image generated by Gemini Flash 2.5. Image © Jonathan Yeung via Gemini Flash 2.5
Historically—like other cultural forms—architecture has been documented, shared, and promoted primarily through print. Books, journals, and magazines carried the discipline's arguments and images, and because architectural practice relies so heavily on visual communication, printed journals created a bridge between academic publications and commercial magazines. Through the postwar decades, beautifully produced volumes curated a collective point of view, signaling what the field broadly considered discussion-worthy or exemplary.
Across major cultural centers, a handful of publications shaped this discourse: Their perspectives were typically sophisticated, professional, and carefully edited—distilling an unruly global output into a small constellation of remarkable projects. The system arguably privileged certain practices and geographies, but it also amplified architecture for wider audiences. Buildings began to lodge in public imagination; cultural travel—journeys taken expressly to experience architecture—moved from rarity toward ritual.
