How Social Media Is Reshaping Art Exhibition Experiences

Social media platforms like Instagram and TikTok are fundamentally altering how audiences experience art exhibitions, according to an analysis by Giulia Zompa published in Artribune Magazine #76. The article argues that these platforms now play a crucial role in promoting and previewing shows through curated images, stories, and videos. Once an exhibition opens, visitors amplify this preview by sharing their own content, which can break geographical barriers but also reduce surprise and create specific expectations. The act of photographing and filming becomes a performative part of the experience, with smartphones acting as physical and visual prostheses that shape behavior in exhibition spaces. This can lead to a more superficial perception, with greater attention paid to works that photograph well. The article cites examples such as Leandro Erlich's 'Oltre la soglia' at Palazzo Reale in Milan (April–October 2023), which featured Instagram-friendly installations, and Yayoi Kusama's Infinity Rooms (from the 1960s) and Carsten Höller's 'Upside Down Mushroom Room' (2000) at Fondazione Prada in Milan, which gained social media fame long after creation. The piece questions whether 'Instagrammability' now influences exhibition programming, installation design, and even artistic production. It calls for a critical and conscious approach to ensure cultural experience is not overly compromised by social media's pervasive influence.