Beginning with a clarification of the difference between the product and the process approach to audiovisual (educational) technology, a series of levels or categories of media use are presented: (1) the tool level; (2) the data level; (3) the behavior control level; (4) the meaning level; (5) the research level; and (6) the systems level. Using this orientation, four major trends are discussed in detail: (1) increasing availability and use of media; (2) better information about media; (3) greater concern for the individual; and (4) increasing sophistication with media. The context for the entire presentation is schools and libraries. (Author)