Cheese is the new Saw

The ‘Cheese Is The New Saw’-machine is an installation that scrambles visitors’ expectations and offers them new, improbable ones. Joost Dingemans is conducting an ongoing research into semiotics: the study of signs and referents. A word is a sign, and it refers to a thing or a concept: the referent. The person hearing or reading the word forms an expectation in his mind. He believes this to be the truth, but when a word is matched to a different referent, new actions and truths can arise. How will such a shake-up affect you mentally?