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This article discusses two opposite meanings of the concept of “demediation”. On the one hand the very specific and strongly materializing reading given by Garrett Stewart, who coined the notion in an essay on book art qua visual art. On the other hand the general and more intuitive reading of the term, as it is sometimes used in the broader debate on digital culture as immaterialization. Putting a strong emphasis on the (broad) notions of materiality and medium-specificity, the article offers a critique of certain immaterializing tendencies in transmedia storytelling theory, while ending with the brief presentation of an example (the collaborative network called general instin) that tackles, within the framework of ghost theory and dust theory, the dialectic relationship of materiality and immateriality.