“There’s so much interest in content that categorises and explains trends. It helps make sense of the discourse online and distinguish trends from fads.”

The curated feed of flatlays gave way to the sloppy photo dump; the finstas; the bedrotting. Finally, our real lives represented on screen. Finally, something real.

Except that this quickly became another role to be performed, a generation-defining content genre that has itself become subject to more and more extreme performances – filming oneself b... See more