The improvement of digital tools for the treatment of images provokes an increasing interference on the process of creation of editorial and advertising works. For this reason, it is possible to witness in photography a phenomenon we call pictorialisation. We mean by this word that nowadays we experience images in which it is becoming more and more difficult to discriminate elements belonging to the photography from those introduced afterwards. Such phenomenon has an aesthetic result, here defined as (aesthetic of the unattainable), that finds no correspondent in the real world. The purpose of the present work is to analyze the behavioral and social-cultural consequences of this specific form of representation of the world, as well as the authorial participation of the parts involved: the media industry as a productive structure, its workers and its spectators.Tal fenômeno produz resultado estético que não possui correspondência no mundo real, aqui definido como (estética do inatingível), e o escopo deste trabalho é analisar os desdobramentos comportamentais e sócioculturais desta forma específica de representação do mundo, assim como o comprometimento autoral das partes envolvidas: indústria midiática enquanto estrutura produtiva, seus profissionais e seus espectadores.