Photo sharing sites such as Flickr are commonly regarded either as spaces where communal views and experiences evolve as a result of picture exchange, or as visual archives where sharing pictures in the present naturally leads to a collective interpretation of the past. This article proposes regarding Flickr as a social media platform annex database that enables the construction of infinite connections. Platforms such as Flickr are firmly embedded in a culture of connectivity, a culture where the powerful structures of social networking sites are gradually penetrating the core of our daily routines and practices. What is often called ‘collective memory’ or ‘cultural heritage’ in relation to digital photo sharing sites is largely the result of data linked up by means of computer code and institutional protocols.
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