麦克卢汉的“媒介即讯息”理论主张将焦点从内容转移到媒介本身，突显媒介的重要性。尽管媒介的效果可能需时日才能显现，其内容往往掩盖了其潜在影响力，但媒介本身在与人互动中持续传递着信息。在引发社会变革或潜在影响方面，媒介本身的意义和价值远超过其内容。特别是在AIGC时代下，Sora给新闻生产带来的影响，更应超越内容审视媒介，因为AIGC技术的力量并非源自其内容，而是技术本身对人的思想和观念进行了深刻重构，带来了社会各个层面的重大变革。

McLuhan's theory that "the medium is the message" advocates shifting the focus from content to the medium itself, thereby highlighting the significance of the medium. Although the effects of a medium may take time to manifest, and its content often overshadows its latent influence, the medium itself continuously conveys information through its interaction with people. In terms of instigating social change or exerting potential impact, the meaning and value of the medium far exceed those of its content. Particularly in the era of AIGC, the impact of Sora on news production should be examined beyond content by focusing on the medium, since the power of AIGC technology stems not from its content, but from the technology itself, which profoundly reconfigures human thought and perception, bringing about significant transformations across various levels of society.