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With “cloud computing” having become a new buzzword that claims to encompass all kinds of digital devices within its blurred boundaries, this article questions the ways in which our media and devices are meant to be considered in view of such a trend. Discourse analysis and semiotic investigation allow the author to pinpoint three major mediation regimes that may redefine social perception of the material and formal aspects of media and devices. By deconstructing the ideological effects of hiding or over-rating such aspects in the name of “the cloud,” the author highlights a path toward in-depth critical descriptions of contemporary online screens.