Computer technology as an aspect of communication media has been evolving since the 1970s. This study discusses the history of evolution of the media system that was institutionalized while new technologies were being incorporated. The originality of this study is its focus on Stafford Beer, a communication scientist grounded in the British system theory and his philosophies and activity as one of the founders of design theory. In the 1970s, Japan witnessed exceptional research in studies based on mass media and the information society, but there was limited focus on Beer’s theory or practice. The absence of discourse regarding Beer in Japan has become a dynamis in design theory. It is challenging to evaluate Beer’s purely technical ideas and extremely abstract communication theories to interpret him in today’s society. Furthermore, his activity at the time reflected postcolonialism and imperialism as he lectured paradoxically title in the 1970s regarding "design freedom". This study elucidates how Beer subsequently influenced US design theorists and philosophers.