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Image 3 – Armouries
Turning cultural websites inside out
This second example is a photograph of an exhibit about the First World War at the
Royal Armouries, Leeds. It is being used in a football fan forum to mock their
opposition team. The first example has been used in its correct cultural context: the
blog post is actually about the same thing as the image. The second has been used out
of context – the image is simply illustrative, in this case for humorous effect.
When we first noticed this phenomenon in 2005 most of the images hijacked were
being used out of context, but in the last three years this has shifted. In 2005 it was
hard to find hijacks that were “in” context. Now the opposite is true and it is hard to
find examples that are not. The situation has reversed. It has also evolved. Look at
these examples of more recent blogger hijacking.
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