The Facebook group Stanimaka Photograf is a virtual space for sharing old photos of Asenovgrad and its inhabitants, including photos of cityscapes – buildings and streets, and family photos. The purpose of the research is to show how this Facebook group was created, who defined its profile, and how this virtual platform for posting old footage became the basis for the foundation of a civil association with the aim of preserving cultural memory through exhibitions and festivals with a retrospective focus, supported by the local authorities. The approaches, through which the civil organizations have the opportunity to influence the decisions of the administration, and to some extent, to determine the cultural policies at the local level, are revealed. The main observations and interviews on this topic were conducted in the period 2019-2022 in Asenovgrad. The study combines two fields: digital ethnography, which focuses on cyber culture and cyber communities on the Internet, and anthropology at home.
Keywords: social networks, digital ethnography, anthropology at home, cultural memory, post-communist nostalgia, collective nostalgia