 Reflection on the kinds and significance of choices available to an artist contributes to a full appreciation of his or her work. For any artwork, appreciation begins with recognition of its status as a work, the product of artistic activity of some kind, and thus something to be appreciated as the achievement of an artist or group of artists. Most commonly, this achievement is understood in terms of the aesthetically significant effects achieved by an artist with certain kinds of tools and materials and in light of certain appreciative conventions. In other words, the achievement is always relative to an artistic medium. Returning to the case of an artist choosing what to do about the inherent replicability of digital imagery, another way of thinking about this choice is in terms of the artist recognizing the limits and capacities of her chosen medium. Images conveyed digitally are always replicable and so when an artist aims to convey artistic content through digital imagery, she either has to accept the inevitable multiplicity of her images or resist the tendency of the medium and somehow specify the work’s singularity in presentation. At a more fine-grained level, our appreciation of particular effects—of color and composition, expression, narrative structure, and so on—depends on the effects themselves but also on background acknowledgment of their degree of difficulty or innovation in the relevant medium. One worry with digital art is that its production relies on the computer automation of many of the tasks, both manual and cognitive, traditionally involved in making art. The effects achieved by computer automation cannot be assessed in the same way as those achieved by traditional “hands-on” artistic methods. The terms of our appreciation, therefore, need to be adjusted in the digital age. This is certainly compatible with the continued relevance of medium-based appreciation, as long as we can make sense of digital media as artistic media (Binkley 1998). But there is a strong tendency in film and media studies to assume that the medium has absolutely no role to play in the appreciation of digital art.