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新闻传播是一种大众传播，面向全体社会公众传递新闻信息。从有效传播的角度来看，任何传播都是有指向性的，希望达到某种目的，得到公众认可。所以说，任何传播都是有诉求的，希望受众对信息能够顺利接受，从而通过信息的有效传播追求对市场的占有。在传媒竞争日益激烈、市场化程度越来越高的情况下，媒体只有找准价值诉求，才能实现有效传播。媒体的价值诉求归根到底表现为资讯提供和意见表达两种形式。传达各种新闻信息，让受众拥有充分的知情权；反映舆论，正确引导舆论，保持言路畅通，营造良好和谐的社会氛围。只有了解受众需求，才能更好地为受众服务。
News media is a mass media that delivers news and information to the general public. From the perspective of effective communication, any dissemination is point-oriented, hoping to achieve a certain purpose and get public recognition. Therefore, any dissemination is a demand, hope that the audience can successfully accept the information, and thus the effective dissemination of information through the pursuit of market possession. In an increasingly competitive media market, the degree of marketization is higher and higher, the media can only find the value of the appeal, in order to achieve effective communication. In the final analysis, the value appeal of the media is manifested in two forms: information provision and opinion expression. Convey various kinds of news and information and let the audience have full right to information; reflect the media, correctly guide the public opinion, maintain the smooth flow of speech, and create a harmonious and harmonious social atmosphere. Only understand the needs of the audience, in order to better serve the audience.