The question should be: can we fight these advances and the millions of people who are consuming images in that way? Or should we accept this new form of consumption and instead look at how we can bring them closer to us, how we can interact and benefit from them. We need to put ourselves in their shoes, accept their rules and, down the line, monetise them. We might be the authors of our work, but without an audience, we’re nothing.

Photos embody this problem the most. They’re traditionally seen as objects. Things that are tangible. But Instagram is the boldest example of how easily that can change. I personally think this will apply equally to other media as the technology and culture evolves, and we’re only seeing it first with photography.