SoftTheory is the product of and producer of a high electronic culture. We engage with popular culture in all its forms, but we do not attempt to be popular culture. We build a discourse about visual culture that is broad but rigorous, that has shared concerns but no totalitarian central meta-discourse (separating us from most European avant-gardist traditions - from Breton to Debord). In other words, this is the real stuff, not media fluff. On the other side, this is not a high electronic culture built entirely around renunciation. SoftTheory lives in, with and through these technologies in ways which Europeans simply can and do not. In addition, we are not deluded into thinking that 19th century analyses of industrial capitalism are sufficiently supple to engage with the post-industrial, interconnected world.