This book explores the semiotic foundations of reference and self-reference. It focuses on the transdisciplinary context of self-reference within postmodern culture and examines original studies from the worlds of print advertising, photography, film, television, computer games, media art, web art, body art, and music. In the broad sense adopted by the authors, the concept of self-reference includes self-reflexivity, metatextuality, metapictures, metamusic, metacommunication, intertextual, and even intermedial reference, although to different degrees and at different levels.