Abstract To what extent does the medium, that is to say inscription way and also the dynamics of " reading ", play a significative role to regards the context it takes on in the process of advertising aesthetic behaviours ? Here is the question raised repeatealy in the debate and statements about the theme of digital arts. The characteristics of this new vector, imperative logic, bivalent algebra, langage, electronic flux, affect the arts and stimulate the emergency of new ones. But this influence occurs in the area of meaning and therefore we have to start investigating again first into the meaning of traditional techniques affected by the mutation so as to undestand the compatibility of the format of existing arts is with that of digital art as a medium and as an original form of art. A few assomptions concerning visual arts will be found in this article, where hypothesis of the cognitive impact of art is taken from previous texts and dealt with the light of new facts. A criticism of digital arts reveals the tremendous complexity prevailing in this domain. From the simulation of traditional techniques to the ethical consequences of a bio-symbolical " iconosphère " made real thanks to exhibition, crossing the phenomenal dressing of idealities of the sensitive structure, we are far from reading there the simple theoretical solutions suggested by the software ideology and the supposedly naive denominational binarism.