FROM CULTURE TO VIRALITY: THE SOCIAL MEDIA EFFECT ON TOURIST DESTINATION IN GREATER JAKARTA AREA

Abstract

Social media platforms such as Instagram or TikTok have shifted how tourists
perceive architectural designs of both local and international destinations. The
clickbait-driven content and algorithms used within these platforms expose users to
see similar things repeatedly, which subconsciously change people’s preferences.
Builders used this opportunity to recreate “viral” places to repeat the glory of its
predecessor. This research investigates how this phenomenon has shifted
architectural typology, particularly within Greater Jakarta. Through a mixed method
approach that blends architectural theory content analysis from social media posts,
surveys, and statistical data, this study aims to investigate the rising trend of
“copycat” design to attract a larger audience. Findings reveal a significant
correlation between viral destinations and architectural development in greater
Jakarta. While this trend potentially promotes tourism and potentially economic
growth, it also sparks debate around the erosion of cultural identity and authenticity.
This paper demonstrates that while the so-called “form follows Instagram” approach
might work on a superficial level, it fails to embrace the deeper beauty and locality of
architectural design. Furthermore, this paper aims to open a dialogue on the future
of architectural expression in a media-saturated society, where likes and shares shape
the built environment, where copying and pasting are seen as a mere habit.