Tyson E. Lewis, Jacques Rancière's Aesthetic Regime and Democratic Education, The Journal of Aesthetic Education, Vol. 47, No. 2 (Summer 2013), pp. 49-70 ...

Not that it has an aesthetic, or represents a certain aesthetic. It just is. At its core, we'd venture an "aesthetic" Instagram feed is just a 2020s way of referring to a strong brand image.