Semiotic.

A quote from the Amazon.co.uk review of Faith in Fakes: Travels in Hyperreality by Umberto Eco:

But the point is that a near random juxtaposition of elements eventually becomes an art form of its own, able to make statements in its own terms. Copying from one learned text is called plagiarism, Copy from fifty and it's called research. Use one cliché and it's culpable. Use a hundred and it's called Gaudi. It's a brilliant point.

As a film, Casablanca, he argues, never inhabits a single genre, never communicates merely a single message. It is presented almost as a series of unrelated tableaux, where the characters do as required by the passing scenario. It thus becomes a pastiche where there's something for everyone, where it can become more entertaining to spot, categorise, recognise and then discuss the loosely-related vignettes than to appreciate the whole, because there is no whole to appreciate.

McLuhan advised us that the medium had become the message. Eco takes us further, illustrating how mass media are no longer conduits for ideology because they themselves have become the ideology. So now, when we watch television news that concentrates on celebrity and the entertainment industry, we ought to be rendered keenly aware of the motives and interests at play. When, come to think of it, did you last hear a wholly negative film review? So where lies the line between reviewer and promoter?