The values’ formation and development can’t be separated from the media’s environment. This paper studies the features of values’ guide during in different mass medium evolution periods. The change of values’ guide is triggered by the change of the mass media. Its positive impact on the public media of public culture communication is in the validation between the media subject and the self-main,the values’ regression which from face of the media to the face of human. Its negative impact performance includes: undermining the function of guiding the main values,the trend of eliminating center,the values of “see” transgressing “read” values. In the contemporary media environment,we should strengthen literacy education and media’s regulation.