1. An apparatus, comprising: at least one processor; at least one memory including computer program code, the memory and the computer program code configured to, working with the processor, cause the apparatus to perform at least the following: receiving a visual media item; determining an identity of at least one intended viewer of the visual media item; identifying a visual representation of an object that is comprised by the visual media item; determining a relevance of the object based, at least in part, on the identity, the relevance being a value that indicates a relationship between the object and the intended viewer; identifying a visual representation of a different object that is comprised by the visual media item; determining a different relevance of the different object based, at least in part, on the identity, wherein the different relevance is greater than the relevance; and generating, based at least in part on the different relevance, a modified visual media item such that the modified visual media item differs from the visual media item, at least, by the visual representation of the object comprised by the modified visual media item being emphasized to a lesser extent than the visual representation of the object comprised by the visual media item.