General systems studies, like most media studies, ignore the rub of figure against ground and try to deduce the ground by a simple quantitative study of the figure, which is then relegated to the category of ‘content.��� This approach leads to hopeless confusion, since in every instance, and in the case of every medium whatever, whether of language or clothing or radio or TV, it is the user himself who is the content, and it is the user alone who constitutes the experience of that service. No matter what is on TV, if the user is a Chinese, it is going to be a Chinese program, just as surely as a movie on TV is experienced as a TV show. For the TV medium translates the movie medium into itself, rendering not a movie, but a TV image.