From the point of view of semiotics, meaning resides in the interpretation. The interpreters of museums are the users. How are they and their interpretations changing in the era of mobile communication, globalization, web 2.0, liquid life and other new trends? For example, what is going to happen with the millions of digital pictures people is taking in museums and exhibitions? Why tourists take photos of themselves with such paintings as Monet's Nympheas in the background? I will take a few examples of museum use and try to draw some considerations and propose some directions of research.