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A variety of external and internal pressures influence journalists' decisions on which stories are covered, how issues are interpreted and the emphasis given to them. These pressures can sometimes lead to bias or unethical reporting. Achieving relevance, giving audiences the news they want and find interesting, is an increasingly important goal for media outlets seeking to maintain market share in a rapidly evolving market. This has made news organizations more open to audience input and feedback, and forced them to adopt and apply news values which will attract and keep audiences. The growth of interactive media and citizen journalism is fast altering the traditional distinction between news producer and passive audience and may in future lead to a deep-ploughing redefinition of what 'news' means and the role of the news industry.[6]
Many of these observed conditions for news can be explained as products of the way the news operation works. e.g. budgetary or staffing constraints, or the suitability of the story for a particular production format; others by the way news judgments are shaped by the cultural background of the journalist, the collective norms of the organization and management policy directives.