The cathegory of “sublime” is of fundamental importance for modern art and, moreover, for the whole of modernity. The current global conditions have had as a result a change in the conception about the meaning of what is called “sublime”. We don’t experience nowadays the feeling of the “sublime” before the grandiosity of nature, or history, but before the magnificence of the global market and the massive communication media. This is our thesis. On its own right, the end of the frontiers between the aesthetic and the everyday life has taken us to a massive global aesthetization. In the present essay we analyze the mutations that in the cathegory of the “sublime” have been felt since the end of the 20th century, like the big scale advance of the aesthetization of the culture.