This thesis discusses the relationship between the two forces—the Internet and the conventional media, and the rules and etiquette that have governed these media from the mid-1990s to present day. I divide the history of interaction between them into three phases, corresponding to different power balances and stances in the field of cultural production. By analyzing three Internet-themed TV talk show episodes, I probe how the Internet has gradually evolved into an active competitor, and how the conventional media have correspondingly changed their stance in response to their thriving counterpart. / text