The different society raises the different time idea. This article believed, humanity ’s time idea has experienced the natural time, the clock time ,and now is transitting to "medium time". Under the information society ’s background, the clock time is facing the crisis. The media through constructing human ’s daily time, shifted people ’s time standard. The communication media carve time by the technology ,content, and molds it into the instantance, scattered and randomness .This kind of new time idea will influence the social development and human life profoundly.