In this paper, the construction of an ideal image of the self is going to be discussed in the theoretical framework of  “Representation†as it was addressed by S. Hall (1997: 24). Drawing more on Hall’s concept of representation I would like to concentrate on the practices of  “stereotypingâ€, those are the links between representation and stereotype that are closely connected with the production of mass culture, consumerism, institutions, and social media.

The photos from galleries and museums taken and shared on social media can be understood as a commodified presentation of the tourist experience of an attractive location that came to existence in order to narrate an ideal journey. After sharing a picture on social networks the process of commodification of an illusion starts. The illusion that was shared and presented as a personal authentic proof of the visit to the location and experiencing a unique moment. Often one same image from the museum of location is being massively reproduced and becomes a form of an ideal souvenir or a goal of the travel. The connection of the centrality of the location captured in images, stereotyping and identity is the main focus of the research.

The aim of the text is to understand present trends of enhancing identity via creating and consuming images and portraits. Also to address the changing patterns and technics of a visual self-presentation, pointing out shared cultural values that are becoming certain global standards and institutionalized conventions of personal and professional commercial photography that is produced by museums.