本文研究的分众影像传播是指在细分受众市场后新出现的影像传播形式。分众影像传播具有移动性、强制性和反复性等三个基本特点，而消费社会的到来，受众细分的日趋强化以及大众影像传播的弱化是导致分众影像传播时代来临的三个主要原因。本文以具有本土特色的楼宇电视和城市电视为例，通过对两者的全面比较和深入分析，探索分众影像传播在中国发展的特色之路。作为消费社会和受众细分驱动下的必然产物，分众影像传播繁荣发展的背后，暗含的是消费主义的高度指向和全方位的消费诉求。为了探求分众影像传播背后的消费主义导向，本文从传播者、传播内容、传播渠道、受众等方面揭示了在以广告商为幕后驱动、以广告和流行文化为主要内容、以在各种消费场所安装的视频播放器为主要渠道、以高学历、高收入、高消费的三高人群为目标受众的分众影像传播是如何使用传播之手促动社会大众的消费。而这种潜移默化的消费主义指向反映在社会群体的行为上，又会带来一系列的负面影响，对于这些影响所造成的社会问题，本文从行政、传播者和法制三个把关角度提出一些行之有效的解决方案，以求对遏制消费主义泛滥尽绵薄之力。

The core of this article is the new form of video communication after declassing market, which has three characteristics, mobility, enforceability, repeatability. There are also three reasons broadcasting the coming of focus era, which are the swelling of consumption society and the declassing of receivers and weaken of the mass media. Here the writer takes the building TV and the city TV for examples to discover the special road of focus video communication in China, by comparing and analysis. After the swelling we can see how the communication effects consumption and opinion of value. By the analysis of content, aim, method, and receiver, the facts are revealed that the advertisement company is the host, the advertisement and the popular culture is the main content, the LCD is the familiar exhibition, and the people who have the higher earning, the higher education background and the higher consumption ability are the aimed receivers. And this fact maybe brings series of questions. In order to avoid or solve these latent questions, here the writer puts forward three proposals from government, communicator, and the law, try to make some efforts to keep the consumption within limits.