In the process of media content production, the value orientation usually deviates seriously when people use the way of media and technology. Therefore, this paper mainly focus on the research of content production patterns and methods under current medium conditions. It analyzes the connotation of “rationality”, the occurrence of “rationality” and the change of the controllers of “rationality” in media content production. The author studies how external forces such as human consciousness, behavior and capital in?uence the production of media content. On this basis, from the dialectical perspective of instrumental rationality and value rationality, this paper explores the path of “rationality” adjustment in media content production, forming the awareness of strengthening the value guidance within the rational knowledge, promoting the restriction of behavior within the boundary thinking and quantifying the rating within the market logic.