The theory of semiotic democracy states that ordinary people can re-define and create culture. We are not merely the passive receptacles of judgements, beliefs, and traditions. We can re-work these semiotics (signs) and in so doing re-work culture.

screenshot of Rayt comments at the top of www.whitehouse.gov: One thousand comments on the White House web site is like one thousand people with megaphones knocking on White House door.

In the broadcast age of radio, television, and newspapers it was not so easy to publicly present a personal interpretation of culture. We received our information and entertainment through technology controlled by