The Magpies hitman is constantly linked with a Sports Direct Arena departure, especially considering he has a £7million release clause in his contract which will reactivate when the January transfer window opens.
Ba has most recently been linked with French giants Paris Saint-Germain but Pardew feels that has been beat up due to the media playing their part following comments the player made.
"Some of the speculation that runs around him - yesterday he was asked about his home-town club, PSG, would he like to play for them one day, and he said yes, of course," said Pardew.
"That's now a headline that he's going to play for them next week. The media kind of fuel it and I understand that, that's part of their business.
"But for our part, he has always put out for us, he has scored more goals than anyone else for us, he is playing well and that's what I have to focus on."