网络给世界带来的深刻影响已成为全球化时代最为鲜明的印记之一。凭借自身的独特优势，网络电视逐渐引起关注。这一趋势在2013年美国电视艾美奖上得到了充分体现。在由此引发的各种辩论中，网络电视产业文化的引导与建设最富争议性。为此，本研究以当前世界电视业最发达国家——美国为代表性案例，以麦奎尔的传媒文化规范理论模型为框架，从政府、行业和业者等三个方面分析影响其网络电视产业文化的要素，以此为我国网络电视发展提供基础研究支持。

The World Wide Web born in 1990 has fundamentally affected the concept of communication within three decades. The so-called traditional media are urged to adopt the strategy of convergence. Television also extends its reach to the new platform. The cultural construction guiding development of the Internet television, among others, has been one of the most major concerns. The article focuses on the case of Internet television industry in the US which is the leader in audio-visual field in the world through media-culture-normative-analysis so as to provide research support for the development of China’s Internet television media.