About Audience Demand And Realization Of News Value

The leve1. of the rea1ization of news value should behigh1y appreciated in order to pursue a best effect ofpubl icity during the activit ies of mass communi cation.There are actua1ly many factors that. can inf1tlence therea1 ization of news value, and this paper wi l1 di-scuss themin the ang1e of audience. Because audience is the decisionfactor among the system of news vallle, especia11y the demandof audience, which has a compatib1e re1ationship withother factors of news value, which decides whether theaudience wil1 accept the news, or what kind of news wil lprefer to, and which determines the speculation andsel ection of transmitter. Therefore, audience does p1ay animportant role in the rea1ization of news value.In the new trend of the graduating establishment ofmarket economy and the invo1ution of social cu1ture, thein it iat ive and independent consciousness of audi encehas shifted from passive acceptance to now activedemand, which drifts to diversity. Accordingly, themedium shou1d note the demand of audience activcl y andspeculate how to pervade the demand into the realcommunication activities, that is to say ) the medium shouldfocus on the audience and try hard to satisfy them -- toselect and excavate the value of news in accordance to theaudience demand, which is a most effective means to rea1 izencws va1ue and also a best way to gain the support tf romaud i enc e.