The objective of this research is to point out limitations of traditional media research, and to claim re-define the media concept based on the viewpoint of socio-cultural approach. Firstly, the author reviews the history of JAEMS and explains the needs of research methodology which can adjust the changes of society. Secondly, the author insists that new framework of education itself can be considered as media, although media studies, traditionally, consist of media utilization and media critics. Furthermore, the author describes the problems of traditional media studies, and applying expansion of media concept and activity system to education can provide new interpretation. Finally, it is important for academic society to reach the consensus to develop new regulation toward the new research methodologies.