随着大数据时代的到来,各类媒体正加速成为人们获取公共服务的重要平台。在海量信息的传播过程中,受众越来越倾向接受具有亲和性的传播形式,以此获取服务内容。本文从信息传播的显性和隐性两种形式入手,分析探讨通过外在表象的重新整合以及内在审美的渗透沟通,优化构建媒体服务功能的途径,实现媒体服务的最佳效能。 With the advent of the big data era, various types of media are accelerating to become an important platform for people to access public services. In the mass information dissemination process, the audience is more and more inclined to accept the affinity of the form of communication, in order to obtain service content. This article begins with the explicit and implicit forms of information dissemination, analyzes and discusses ways to construct media service functions through the reintegration of external appearances and inner aesthetic penetration and communication, and achieves the best performance of media service.