How can you be found when no-one knows that you are missing?

Try to imagine Wolf Creek with an Australia style marketing and tourism campaign. The John Jarratt action figure. Milk cartons proclaiming The Thrill Is In The Hunt. Such an imagining invites us to ponder the capacity of a 'national cinema' to reflect or refract 'national identity'. It allows us to ask whether the idea of a 'national cinema' is relevant (or in fact ever was) in a world where the rapid and global circulation of images ensures that we are never able to control or distil them into any kind of meaningful semiotic assemblage for very long. In such a world, is national identity anything more than a marketing strategy? These ideas are explored in this article by way of the reflexive remix in order to examine, more broadly, the functioning of reflexive remix as a mode of critical discourse. Can reflexive remix perform criticism, an applied grammatological critique? Drawing on and remixing the writings of Greg Ulmer, Jacques Derrida and Marshall McLuhan, the author argues for a positive response to such questions.