When Tumblr users reblog photographs of brutalist architecture, they turn them into pieces of furniture for their own pages. On Instagram, the effect of reblogging, or posting found images on a user’s feed, is to create of visual map to the user’s identity. There’s nothing wrong with this practice per se; it’s a very democratic way to access visual culture. But the social aspect to social media has turned the cultivation of aesthetics into an exercise in personal branding.