Abstract:  This article attempts to propose a practical approach to film/media research, to show that film/medium is not a “fixed” or “unique” concept. Different media practices lead to film/medium particularities in the process of exchanging information and organizing relationships. Due to the particularities, the relationship between the audience and the world is constantly reset by the ever-changing media practice. Different from the traditional communication research, this article holds that film as a medium, is not only a visible video text and an explicit material entity itself, but also an embodiment of the audience’s efforts to establish connection with the outside world through watching moving images. Therefore, film/media research should not only focus on images, but also on how audience achieve“being in the world” through the practice of watching films.

Key words:  , film/media, media practice, ontology