In Hong Kong, media education is not a new initiative. With the recent education reform, curricular space will undergo significant changes. Instead of having fixed subject boundaries, key learning areas will be introduced. As such, media education will find much more space for negotiating a place in the reformed curriculum. This study aims to look at how media education is implemented in schools in Hong Kong and the content and pedagogy of the media education curriculum against the background of education reforms. [Copyright of Educational Studies is the property of Routledge. Full article may be available at the publisher's website: http://dx.doi.org/10.1080/0305569032000159723]