Nuove iconografie per la rappresentazione del patrimonio su Instagram | New iconographies for the representation of Instagram asset

The historical period in which we are living is characterized by a massive production and circulation of images without precedent; the ongoing evolution is favored by social changes that started with elec- tronic technologies, consolidated with digital ones and now continue with Artificial Intelligence (AI) technologies. Undoubtedly, our cultural values and the concepts we use to understand them are in continuous transformation, due to a world populated by images and their associated codes and data. The contribution intends to propose a reflection on the ways in which social platforms based on image sharing are modifying the opportunities for the fruition of our heritage, suggesting lines of research for the discipline of Representation which, thanks to the different ways of looking at images that re- fer to as many relationships and points of view, can create collaborative lines of instrumental nature with the digital world, and new technologies in general, proposing innovative methodologies useful to investigate the places of our heritage. This is not a “visual” type of study, but rather an awareness of the inadequacy of some traditional models of study resulting from the huge amount of contemporary images: this new level of complexity requires more performing tools of investigation and new meth- odologies of study