Contemporary, let us say ‘post-modern’, discourses on media, communication, information and so on are functioning in our society in at least two different – if interconnected – ways.* First, they describe scientifically the functioning of contemporary media and their growing role in our society. But the development of media theory during recent decades was, in a very obvious way, motivated not only by a pure scientific interest in the make-up of the new information age, but also by a desire to undermine the role and position of ‘the subject’ and to get rid of the philosophical tradition that had the subject as its main point of reference. We heard from Marshall McLuhan that the message of the medium undermines, subverts and shifts every individual message using this medium. We heard from Heidegger that die Sprache spricht (language speaks), and not so much an individual that is using the language. These formulations undermined the subjectivity of the speaker, of the sender of the message, but the hermeneutical subjectivity of the listener, reader, receiver of the information is left by them relatively intact. However, Derridian deconstruction and Deleuzean machines of desire got rid also of this last avatar of subjectivity. Here, an individual reading of a text or the interpretation of an image drowns in the infinite sea of interpretations and/or is carried away by the impersonal flows of desire.