Prezentace na sociálních sítích: Autenticita vs. komerce v umělecké fotografické tvorbě

This bachelor’s thesis examines the influence of social media on the balance between authenticity and commercialism in artistic photography. The aim of the thesis is to analyze how digital platforms, particularly Instagram, influence the way photographers present their work and their creative decision-making. The theoretical section defines the field of artistic photography, its transformation as a result of digitization, and the role of social media in building a personal brand. The practical section is based on qualitative research that combines semi-structured interviews with eight photographers, content analysis of their Instagram profiles, and a subsequent comparison of this data. The comparison examines the relationship between the authors’ stated approach and their actual online presentation. The results show that social media represent a key tool for visibility, yet simultaneously create pressure to adapt one’s work to algorithms and audience expectations. In this environment, authenticity manifests as a strategically managed element of presentation. Photographers thus constantly balance their own creative vision with the demands of the digital environment.