Today, the media constantly bombard us with requests to choose, addressing us as subjects supposed to know what we really want (which book, clothes, TV program, place of holiday . . .)—“press A, if you want this, press B, if you want that,” or, to quote the motto of the recent “reflective” TV publicity campaign for adver- tisement itself, “Advertisement—the right to choose.” However, at a more fundamental level, the new media deprive the subject radically of the knowledge of what he wants: They address a thoroughly malleable subject who has constantly to be told what he wants, i.e., the very evocation of a choice to be made perform- atively creates the need for the object of choice.