"media is information" is a famous saying of Canadian communication scientist mcluhan, which refers to the changes in the scale, pace or type of human things caused by any progress in communication technology. The media itself is the truly meaningful message, that is, human beings can engage in corresponding communication or other activities only with a certain media. Therefore, the truly meaningful and valuable message is not the content of communication in various times, but the nature of the communication tools used in this era, the possibilities they created and the social changes they brought.

1. Media and information are inseparable. It is meaningless to lose either side, and neither side can exist independently. The relationship between the two is not the relationship between the book cover and the pages, but the relationship between a postcard and the contents on the postcard. The message of a newspaper and a TV news not only refers to the text and voice content on paper and TV, but also includes the message meaning conveyed by the media form of newspapers and TV. For example, when we see the information transmitted on the stone tablet and open the information transmitted on the computer webpage, we get not only the information on the stone tablet and the webpage, but also the progress of science and technology.

2. The same message has different effects in different media, and the media itself transmits the message. For example, the same content is written with different fonts, different calligraphy, different colors and different materials, and the message is different when written on different materials. For example, notices of general activities are written in black and white, while obituaries are usually written in black and white, which conveys the message of sadness and joy; A wedding message, a short message and an invitation delivered in person reflect the importance of the recipient to attend the wedding. With the same semantic content, the messages from dialects and Putonghua are different, and the messages from dialects are also different, because the volume is high or low, the timbre is good, and the standard of Putonghua is not standard.

Clothing contains people's information and content: gender, age, occupation, status, class, temperament, personality, taste, etc. Different clothing packaging gives people a completely different impression. Clothing is the medium of the human body. For example, when a person wearing a military uniform stands with a person wearing a police uniform, we can tell their occupation at a glance.

3. One medium can form another level of message content. The message and the medium are not fixed, but are embedded in different levels. For example, when we watch a movie, we often see a certain character watching TV or listening to music. We can see the TV programs or music that that character watches, and these TV programs or music are the content conveyed to us by this movie. For another example, language can be regarded as an invisible medium of thought, and language is the information content of media such as broadcasting, and broadcasting is one of the information content of TV media.

4. Media is more important than information. It is technology (form), not the content of information, that plays a greater role in the important effect of media and social and historical development. For example, the same advertisement, broadcast on Yunnan Satellite TV and CCTV, receives different advertising effects; The same papers published in SCCIC journals and "core journals" are more recognized than those published in ordinary journals, so sometimes the society simply recognizes the journal category, regardless of the paper itself; The same letter, sent by express mail and by surface mail, has different priorities.

5. Old media may become the content of new media. Mai said, "Except for light, all other media are paired. One medium is the' content' of another medium. " For example, printing uses manuscripts, television uses movies, movies use theaters, and written works use sounds, and so on. Whether it's hybridization or maternal carrier, new compounds will be produced, such as talking movies or' horseless cars'. The content of one medium is often taken from another medium, and when it comes to new media, its content usually comes from the previous media. Words, sounds, movies, television and so on are all a kind of media, which can carry and convey information and emotions. In the era of web2., blogs, podcasts and wikis have introduced and aggregated them, becoming a new media that can accommodate huge information. For example, a blog's personal diary interprets its content through words, while a podcast draws more lessons from sound, television and movie images to complete the expression of the content. Interactive wiki is more like an encyclopedia edited online, which is all-encompassing, and uses more old media forms. The viewpoint that old media is the content of new media has its practical significance in the long history of development. It enlightens us to use the characteristics of mutual accommodation between media, bring forth the old and create new media constantly, and at the same time realize the prosperity of media ecology through the competition between new and old media.

6. New media is the sublation of old media. The new media is an extension of the old media, and its elements sprout in the old media. It enlarges some elements of the old media and abandons others. For example, as a new media, podcasting is to enlarge the elements such as "audio playing", "video browsing" and "photo album" in the blog, while giving up one or more of the text elements. Network TV, such as the on-demand version of ppstream and pplive, has changed the passive situation of watching TV. The defect that TV is fleeting and cannot be reviewed in time has been made up, and viewers can choose different content and different time periods to watch according to their own needs. Just as Newton once said, "If I see farther than others, it is because I stand on the shoulders of giants", the old media is a giant of the new media to a certain extent.