本文建立在相关理论研究的基础上,通过对新传播技术发展的客观背景分析,提出了分众传播是目前传播领域的一个新趋势,通过对目前传播学类型的划分和分众传播的特点分析,对分众传播的媒体、受众、模式等方面的具体内容进行了初探。分众传播的理论依据1.媒介决定论麦克卢汉认为,传播媒介是社会发展的基本动力,也是区分社会形态的标志。虽然这种观点过大地强调了媒介的作用而忽视了社会制 This article is based on the relevant theoretical research. Based on the objective background analysis of the development of new communication technologies, it is proposed that the communication of the audience is a new trend in the field of communication at present. By analyzing the characteristics of the current types of communication and the spread of the audience, Focus on the mass media, audiences, patterns and other aspects of the specific content were explored. Theoretical Basis for Focus Communications 1. Media Determinism McLuhan believes that the media is the basic motive force for social development and a sign of distinguishing social forms. Although this view overstates the role of the media and neglects the social system