Contrary to the early media semioticians' claim that semiotics is a metalanguage of the media and the media are a metalanguage of reality, the present paper gives evidence of how the media represent a world that is itself highly mediated. It is argued that media representations involve self-referential loops in which communication turns out to be communication about communication, reports are reports about reports, and mediations are mediations of mediations. Self-reference in the media is interpreted as a symptom of postmodernity (...) with its tendency towards historical self-reflection in scenarios in which even catastrophic current events are being interpreted as mere media events or even déjà-vu scenarios in a culture in which everything seems to have been said and shown before. (shrink)