Abstract: The generativity of intelligent media manifests in two intertwined dimensions:generation and becoming.It is characterized by its proficiency in dialogue,its capacity for creation,its ability to execute tasks,and its power to construct both “subjects” and “worlds”.In essence,this encompasses the generation of symbolic texts,the operation of virtual-real systems,and the renewal of subjects and environments.This shift expands the connotation of media from mere symbolic representation to a symbiotic assemblage of diverse worldly elements.“Operation ” serves as the pivotal point of intelligent media's generativity,understood at two levels:the micro-level of human-computer interaction systems,where individual humans operate intelligent media products;and the macro-level where intelligent technology creates world models and novel subjects,turning the entire world into a system operated by intelligent media.The generative theory of media “operation” aims to advance media ontology and media existence,opening up a new problematic field for mediological research.