By delving into online archives of international photojournalism agencies, the project demonstrates how tagging infiltrates the reading of an image. Tags are a key tool in the description and contextualisation of press images. Using language-based descriptors, the perception of an image and its use are shaped by a set of words.

By analysing several photo series, Loss in Translation looks at how press images portray reality and how tagging influences the way we perceive reality, and. The book decodes, identifies, and deconstructs each layer implied in the tagging process.