The era in which semiotics was born was the age of mass media. Mass media has spread by the appearance of letterpress printing, and since has spread around the world with photos, movies, records, radio and television. Mass media created the popular culture, and they also brought a far greater spread in the scientific and academic world than ever before. The “culture”, which was only local until then, also expanded around the world along with mass media and became a huge scale. Semiotics had a strong interest in language in the beginning. It focused on the function of languages, especially that of the language of printed “text”. Russian formalism, Czech structuralism, and French structuralism had a strong connection with the "text." At those days, attention has been paid to the connection on the syntagmatic or paradigmatic axis of language activity in the text, and the relationship in which one text corresponds to anothercalled "intertextuality". These can be thought as the characteristics of the times when many of our intellectual activities were conducted through books, that is through mass media. However, digital media, represented by the Internet, are now covering the world. At the beginning, looking at the web and we had to click on a pre-prepared "hyperlink" ourselves to go to another web page related to it, but now it is automatically done. For example, when you search for something you want on Amazon, it will immediately appear on the screen of the News Site or Facebook screen you are watchingas an advertisement. When you search some words on Google, newspaper articles and advertisements that are semantically related to the searched items appear immediately and automatically on the web you are viewing. Not only that, now if you want to know the name of musician and song that flows from the TV, you can get the answer right away by launching your iPhone.Also, if you use translation or dictionary software by voice input, you can get the answer with correct pronunciation. In addition, you can utilize online search to search all articles in the world, and you can also check instantly if there are any plagiarisms. Because digital data online is always correlated, it is automatically done by the AI to associate one sign with another and to find the relevant matter. What Peirce called "semiosis" is now systematized by AI and automatically reveals all relative information online. And its accuracy is getting higher and higher, and we are living in a huge database where every signs and events on line is linked to each other. The cybernetic world is now realized. Is this a chance for semiotics? Or is it defeat of it? Semiotics, which was created on the premise of a society supported by "text" and mass media, should be examined how to deal with such new media environment.