Scholarly investigations of the "digital revolution" (Landow 2006; Liu 2007; Moulthrop 1993) in Anglophone academic circles have often drawn on postmodern theory to analyze the aesthetic and political changes delivered by the internet. For example, it is usually argued that Barthes' notion of the "readerly text," or Foucault's decentering of the author function, are now manifest in the very structure of hypertext. Such pronouncements by anglophone academics establish these theorists as intellectual icons, reinforcing the division of labor between the production of "theory" on the one hand and the "aesthetic work" on the other. In some academic studies of literature, this distinction, largely a result of print-based culture, often maps onto a distinction between West and East as well: the former located as the source of theory, and the latter as the source of literary artifacts. What local significations might these same theorists acquire in the Arabic blogosphere? In this paper, I investigate the references to and appropriation of postmodern cultural icons from Derrida to Lyotard in the Egyptian blogosphere. Specifically, I focus on the writings of blogger Ahmed Naje, who makes frequent reference to French post-structuralists in his theorizations of the experience of literary blogging. In Naje's digital literary productions, such as blog posts, PDF "dossiers", and uploaded novels, one finds Bourdieu juxtaposed with Egyptian rapper/actor Ahmad Makki, and Lyotard set along side Michael Jackson. I argue that these theorists, rather than being raised to the level of academic stardom, are cast among American and Egyptian pop artists as the many cultural icons of the digital age, blurring the distinction between "theory" and "aesthetic work", European theorist and commercial artist. In maintaining a very ambivalent attitude towards the institutions of print culture, and the fetishized commodification of the literary work, Naje at once preserves these icons for the new hypertextual world, while re-evaluating their relative authority to speak for the blogging experience. This paper is an attempt to interrogate the Eurocentric hold on theorizations of aesthetic changes in internet, with its distinction between hermeneutics and the literary object.