This is what food blogging looks like. Today, he is trying an experiment, by training his antiquated film camera on a plate of cheese and fruit all the while bobbing to tunes streamed from the internet to his touch sensitive media device that can also make calls, sometimes. Once he exhausts his roll of C41s, a 19th century design, he will digitise the developed negatives, ready then for digital publishing. Welcome to the 21st century. The freedom and availability of the world wide web has encouraged a whole generation to express themselves and it has given rise to the consummate amateur in a bid to announce his average punter’s opinion to the anyone who cares to listen to the broadcast. And boy, did he shout at the top of his lungs. With the advent of Web 2.0 architecture, it brought cheaper and sleeker tools to this very amateur publisher who sometimes thinks of himself as an independent voice, raging against the very system which had chewed him up for so long. The 21st century has also opened up the world of photography and decoupled the learning curve and the burden of developing costs to endow the end user with more image processing capabilities than ever before. Respect for good light is essentially a thing of the past now, as a sleuth of new cameras, equipped with highly capable digital sensors