for certain. i wrote some papers in college about the overwhelming referentiality of discourse in the modern world and how it came about because of the information boom.
the bottom line is that, although i kind of despise many aspects of pop culture, i'm not going to forbid my kids from watching TV or something, because a person needs to have the ability to traffick in references with ease in order to make their way in the world. in the future that will only increase!