Over the past three decades, China’s media literacy research has undergone significant transformations in both conceptual scopes and research paradigms. The concept of media literacy has continuously expanded from an early focus on literacy skills to new dimensions such as digital literacy, and algorithmic literacy. The research paradigms have shifted: from “protection” to “empowerment” , from “tools” to “experiences,” and from “visual-centricism” to “multimodal expansion” in a trend from “monolithic” to “multifaceted” approaches. Correspondingly, media literacy education has progressed from borrowing international experiences to localized exploration. This paper traces the trajectory of media literacy research in China, explains the underlying logic from the perspectives of media environment and media users, discusses new challenges emerging in the era of smart media, and proposes strategies to proactively address the complex communication ecosystem brought about by the new development of social media.