舒尔兹曾说,20世纪以后,在以消费者为导向的市场中,惟有“通路”和“传播”能产生差异化的竞争优势,作为传播的通路,其双重属性使得媒介的发展对品牌差异化将发挥更为重要的影响,媒介策略的差异化也因此成为传播差异化中极为关键的一环。所谓“小众传播文化”,其现实基础是在大众社会中追求个人安全感的心理动机和行为所导致的生活 Schultz once said that in the consumer-oriented market after the 20th century, only “access” and “communication” can produce differentiated competitive advantages. As a channel of communication, their dual attributes enable the development of media to differentiate brands Differentiation will play a more important impact, and the differentiation of media strategies has thus become an extremely crucial part in the dissemination of diversity. The so-called “minority minority dissemination culture” is based on the psychological motivation and behavior-led life of pursuing personal security in mass society