Keynote talk given at the conference Intermediality Now: Remapping In-Betweenness, organized at Sapientia Hungarian University of Transylvania, in Cluj-Napoca, Romania, between 19–20 October 2018, within the framework of the exploratory research project PN-III-ID-PCE-2016-0418, funded by the UEFISCDI (Executive Unit for Financing Higher Education, Research, Development and Innovation).