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The picturesque was ultimately about situating oneself within the class structure by demonstrating a heightened aesthetic appreciation of the natural world, during a period when land was becoming increasingly commodified. By contrast, the Instagrammable is a product of the neoliberal turn toward the individual. It is therefore chiefly concerned with bringing previously non-commodifiable aspects of the self into the marketplace by turning leisure and lifestyle into labor and goods. Though the two aesthetics share a similar image-making methodology and prize notions of authenticity, the Instagrammable is perhaps even more capacious than its predecessor. Through the alchemy of social media, everything you post, whether it is a self-portrait or not, is transformed into a monetized datapoint and becomes an exercise in personal branding.

Added 2 months ago by Daniel Calderwood
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