In recent years, great achievements have been made in ethnography of communication, but there are still defciencies in theory and method. One of the most important problems was some researches took the Ethnography only as method of participant observation, and deep interviews, which had neglected the consciousness of its rich academic context, theoretical concern and question consciousness, and also led to a mere formality and impetuous attitude in current research practice. So, in this paper, three points were given out. Firstly, Be beyond media centralism, take the culture perspective, and change the specific culture to the culture of social relations and social orders, by which, ethnography of communication can get rid of object dependencies; secondly, get back to the theoretical context and research practice of both ethnography and communication studies to fnd the theory of criticism and re?ection, by which we can go beyond the mechanical combination of these two and achieve the deep academic dialogue; thirdly, take the history as a field, by which the ethnography of communication can get the historical depth, and also open up new research felds to realize the transformation and transcendence.