平民意识:新闻有效传播的核心之策

当前，在全面建设小康、构建和谐社会的历史新阶段，作为主流舆论的新闻传播如何提高宣传效果并卓有成效地进行新闻改革，是关乎新闻传播事业健康发展的重点所在。笔者认为，只有不断强化新闻工作者的平民意识，牢固树立“以民为本”的传播理念，并在实践中得以充分体现，才是深化新闻改革和实现新闻有效传播的必由之路。

Civilian Awareness: the Key Measure to the Effective News Broadcasting

At present, in the new historical phase of comprehensively building an affluent and harmonious society, the key issue of the health development of mass media is how the news broadcasting, the main channel of spreading the public opinions, can enhance the effect of publicity of the news and fruitfully carry on the reform on news. In the standpoint of the au-ther, it is important for the press to constantly strengthen the civilian awareness and to consolidate the broadcasting theory of working for the people. At the same time we should put these ideas into practice. Only by this means can we turn it ture.