In times of immense cultural change due to technological evolution in the field of communication and transmission, the arrival of social media has been a truly innovative tool shaping our new culture in previously unexperienced ways. This study  delves into the constituent parts of the modern process of cultural generation in times when virtual communication is informing cultural production in new ways. The new agency and prolific role-formation of prod-usage is today creating new configurations of form and content in its interactivity with the technological medium that was originally designed for advancing a certain vision of man. The study will explore these new virtually filtered conceptualisations that are redrawing our cultural maps in a selection of culinary Facebook posts, memes and photo-posing in Facebook pictures as examples of digital structures diffusing new significations where form overpowers content.