‘Documentary images can appear in advertisements, amateur photographs and videotapes can become news images, and news images are incorporated into art works. Each change in context produces a change in meaning. The capacity of images to affect us as viewers and consumers is dependent on the larger cultural meanings they invoke and the social, political, and cultural contexts in which they are viewed. Their meanings lie not within their image elements alone, but are acquired when they are ‘consumed’, viewed and interpreted. The meanings of each image are multiple; they are created each time it is viewed’