Frontmatter -- Contents -- Self-reference in the media:The semiotic framework -- Distortion, fabrication, and disclosure in a self-referential culture:The irresistible force of reality -- Modes of self-reference in advertising -- Metapictures and self-referential pictures -- "Absolut Anonymous": Self-reference in opaque advertising -- The death of photography in self-reference -- Marilyn:A paragone of the camera gaze -- The self-reflexive screen: Outlines of a comprehensive model -- Nostalgia of the media / in the media -- Self-reference in animated films -- On the use of self-disclosure as a mode of audiovisual reflexivity -- The old in the new: Forms and functions of archive material in the presentation of television history on television -- There's no business without show-business: Self-reference as self-promotion -- Computer games:The epitome of self-reference -- Self-reference in computer games: A formalistic approach -- Metacommunication in play and in (computer) games -- Self-reflexivity in computer games: Analyses of selected examples -- Looking through the computer screen: Self-reflexivity in net.art -- The artist and her bodily self: Self-reference in digital art/media -- Metafiction and metamusic: Exploring the limits of metareference -- Backmatter.