The old rules are dead. It is not the artist who makes art but the audience who navigates time and space. Narrative and spectacle have given way to triggers and events. The digital era makes us all agents of meaning through our interactions. Human computer interfaces blur distinct differences: indexical links broken by constant modification. Semiotics reconfigured by self-generative loops of recombinant behaviours. But cultures are still active; the paradox of communication is interpretation - is a return to the real imminent? The simulacra eats itself: Reality reconfigures, rewrites, revisits. Loops fracture: Signals respond.