In the new Millenium, media education has taken roots in schools and communities all over the world. In Hong Kong, after 1997 media education has developed rapidly and is regarded by teachers, youth workers and parents as an important and worthy topic. The aim of this study is to examine the pattern of media education development in Hong Kong by adopting a sociological perspective. Findings indicate that media education in Hong Kong takes the form of "new social movement." A "networking model" is put forward to analyze the functions and mechanism of the Hong Kong media education movement.