More than a work of sociology of culture, this document is an essay of opinion within the limits of cultural analysis, guided by intellectual concern related not only with the description of the study field but actually with the practice itself. From the author’s point of view, we are facing a dilemma due to the fact that new technologies open up many aesthetic possibilities, but they have not yet found one able to be compared to the twentieth century grand aesthetics regarding productivity. In this way, the author thinks that in the last three decades, the change in technological dimension and in the market have created a new audience and new consuming ways because, contrary to what it is said, technical innovation is the one that finally speaks out.