Isn't "meta" the keyword of the 21st century? I remember reading articles about "meta modernism" being the thing we're in right now (after modernism, post modernism and post post modernism)- everywhere from art to culture to, as this article points out, advertising.
I'm waiting for a plane to take off right now and can't dig up articles, but maybe a more knowledgeable HN'er can fill in for me.