Cafes photographed on Instagram, foods that go viral on TikTok, and places featured on digital maps affect not only the way people visit cities, but also which places in these cities are considered visible, popular and valuable.
The research, which examines independent coffee shops in the USA and Canada, points out that similar aesthetic elements have become widespread in the interior designs of these businesses and that global consumer expectations shape the space designs. The study on Hong Kong's Kennedy Town Neighborhood points out that the aesthetic concepts spread on social media can affect the commercial structure of popular places and the transformation of neighborhoods.
Similar coffee shops in different cities of the world and tourist spots promoted with similar patterns on social media raise the question to what extent cities can preserve their unique identities in the digital age.
"The way of experiencing cities actually turns into the way of experiencing platforms."
Justus Uitermark, Professor of Urban Geography from the University of Amsterdam, evaluated the effects of digital platforms on urban life to the AA correspondent.
Uitermark pointed out that social media and digital map applications have changed the way of exploring cities, and said that in the past, visitors discovered new places by talking to local people or walking around the city, but before traveling, individuals researched the places they would like to visit on platforms such as Google Maps, TikTok and Instagram.
Pointing out that this situation reduces the possibility of unexpected encounters and discovering new places by chance, Uitermark said, "The way of experiencing cities actually turns into the way of experiencing platforms." made his assessment.
Uitermark stated that the impact of digital platforms is not limited to determining where people will go, but also comments made in applications such as Google Maps shape the decisions of businesses.
Pointing out that the evaluations on the platforms mostly reflect the viewpoint of visitors, Uitermark explained that the opinions of local communities may become less important.
Viral places affect the commercial structure of neighborhoods
Touching on the effects of foods and places that have become popular on social media on urban life, Uitermark said that as a result, some of the places that have become viral on social media platforms are located in narrow streets, which can cause crowds, and businesses can start to focus on a single food that has become popular.
Emphasizing that this trend has transformed the commercial life in the neighborhoods, Uitermark pointed out that while some local businesses are closing, they are being replaced by new businesses that appeal to viral tourism.
Uitermark emphasized that this change is not limited to commercial life only and said, "The entire ecosystem consisting of businesses, residents and other elements in the neighborhood is negatively affected by this." shared his opinion.
Pointing out that places that become popular on digital platforms can attract more visitors, and that visitors feed this popularity with their shares, Uitermark said that some places can remain constantly visible.
Digital platforms flatten local identity
Uitermark evaluated that digital platforms do not make cities similar to each other in every aspect, but they can cause their unique features to be presented through certain patterns.
Citing Amsterdam, the capital of the Netherlands, as an example in this context, Uitermark said that certain areas of the city, especially the Canal Zone, are highlighted on digital platforms.
Uitermark explained that on platforms such as TikTok and Instagram, visitors frequently come across lists listing things they must do, and that different people focus on similar points when promoting cities.
Pointing out that this reduces the unique characteristics of cities to certain patterns, Uitermark said, "In this sense, what is experienced is not uniformization but a flattening of local identity. Places become quite stereotyped." he said.
Uitermark shared his opinion that digital platforms strengthen some aesthetic understandings while pushing others into the background, but that there is no single aesthetic trend valid on all platforms.
Social media makes it easier for similar aesthetic understandings to spread to different geographies
Pointing out that spatial uniformization around the world existed before the spread of social media, Uitermark stated that social media facilitated global interaction and the spread of similar aesthetic understandings to different geographies.
Uitermark pointed out that cafes in different parts of the world are similar to each other and emphasized that digital platforms can highlight and strengthen certain cultural practices while pushing local practices into the background, but digital platforms are not the only reason for this similarity.
Stating that digital platforms also affect how places are presented, Uitermark pointed out that on tourist accommodation rental platforms such as Airbnb, photographs and interior designs of houses in different parts of the world can be similar to each other.
