Ah the lingering deaths of postmodernism! According to Foucault (apparently the gulf between reader and viewer, between image and text does not exist. Looking this up led my fingers to an interesting article by Alan Kirby:

“In place of the neurosis of modernism and the narcissism of postmodernism, pseudo-modernism takes the world away, by creating a new weightless nowhere of silent autism. You click, you punch the keys, you are ‘involved’, engulfed, deciding. You are the text, there is no-one else, no ‘author’; there is nowhere else, no other time or place. You are free: you are the text: the text is superseded.”

The Death of Postmodernism (2006):