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The Instagram Architect: Social Media Branding vs. Real-World Professional Ethics
Subject area: Science,Engineering and Technology · Area of research: Architecture
Abstract
In the digital era, the architectural profession is increasingly influenced by social media platforms, particularly Instagram, where visual storytelling dominates. While this shift has created opportunities for architects to expand their visibility, engage clients, and express creativity beyond traditional boundaries, it has also raised ethical concerns about authenticity, misrepresentation, and professional responsibility. This article explores the tension between self-promotion and professional ethics within architectural practice, focusing on the Nigerian context. Through case studies, interviews, and content analysis of popular architectural Instagram accounts, the study investigates how architects curate their online personas, the risks of exaggerated or unverified project claims, and the consequences of prioritizing aesthetics over professional substance. The paper critically assesses whether the pursuit of online fame compromises the architect?s duty to clients, colleagues, and the public. It also evaluates the role of regulatory bodies like ARCON and NIA in addressing the evolving challenges of professional conduct in the digital landscape. Findings suggest a growing need for ethical guidelines tailored to digital branding and recommend strategies to harmonize online visibility with integrity in practice.
Keywords
Architectural ethics, Instagram, social media branding, professional conduct, digital identity, Nigerian architecture, ARCON, NIA
How to cite this paper
@article{1709641,
author = {Ogunnaike, Adekunle O., Adanu A. Adanu, Ojukotola M. Ayomide },
title = {The Instagram Architect: Social Media Branding vs. Real-World Professional Ethics},
journal = {Iconic Research And Engineering Journals},
year = {2025},
volume = {9},
number = {1},
pages = {1067-1071},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1709641.pdf},
abstract = {In the digital era, the architectural profession is increasingly influenced by social media platforms, particularly Instagram, where visual storytelling dominates. While this shift has created opportunities for architects to expand their visibility, engage clients, and express creativity beyond traditional boundaries, it has also raised ethical concerns about authenticity, misrepresentation, and professional responsibility. This article explores the tension between self-promotion and professional ethics within architectural practice, focusing on the Nigerian context. Through case studies, interviews, and content analysis of popular architectural Instagram accounts, the study investigates how architects curate their online personas, the risks of exaggerated or unverified project claims, and the consequences of prioritizing aesthetics over professional substance. The paper critically assesses whether the pursuit of online fame compromises the architect?s duty to clients, colleagues, and the public. It also evaluates the role of regulatory bodies like ARCON and NIA in addressing the evolving challenges of professional conduct in the digital landscape. Findings suggest a growing need for ethical guidelines tailored to digital branding and recommend strategies to harmonize online visibility with integrity in practice.},
keywords = {Architectural ethics, Instagram, social media branding, professional conduct, digital identity, Nigerian architecture, ARCON, NIA},
month = {July},
}