The Media Culture Under The Influence Of The IPTV's Two-way Interaction

Since the 21st century, the IPTV enters the commercial operation stage which is based on the TCP/IP agreement with the developments of network broadband, streaming media, coding and decoding, information transmission and storage technology. The IPTV become progressive universal as the maturating of the relevant technology. As emergence of any new intermediary may have great impact on the form of information transmission. Consequently, the creation and popularity of the IPTV makes it possible for the change from one way communication to interactive communication.The IPTV has characteristics of interaction, personalization and compatibility. Besides, basing on the demands of audience, IPTV gives scope to the audiences''initiative and makes itself enter a participation and interaction times. Therefore, the disseminator is able to get the feedbacks in time, carryu out statistic analysis on the feedbacks and evaluate the spread effect. To some extent, it assures the high intended target of the effect evaluation and makes it easier to carry the point of special spreading effect.After referring to the related theories, the illustration of IPTV which comes from the visual angle of media culture and social culture has been put forward. What is more, the communication culture has been endowed with new implication as the development of the new intermediary technology. At the same time, the increasing of the acceptance level of IPTV may have a subtle influence on people's social behaviors and values which will finally lead to a variation of social culture. In addition, the variation itself will make us dig deeper and deeper about the relationship between communication culture and social culture.The creation and development of the IPTV expands the scope and the ideas of the communication culture which gives people more pragmatic concept of media culture instead of the old-fashioned ones. Ultimately it shift people's views on the new form of media– IPTV.Nowadays, the IPTV has already developed to a certain stage in our country. Thus, the IPTV is doomed to have the good prospects for development and the broad development space with the revealing advantages of IPTV. .