TTLA: Press with the campaign "Vietnamese people prioritize using Vietnamese products"

1. Full name of PhD student: Pham Chien Thang 2. Gender: Male

3. Date of birth: November 16, 1985 4. Place of birth: Thai Nguyen

5. Decision on recognition of PhD students No. 3216/2014/QD-XHNV-SDH, dated December 31, 2014

6. Changes in training process: 04-month extension (1/2018 to 4/2018)

7. Thesis topic: Journalism and the campaign "Vietnamese people prioritize using Vietnamese products"

8. Major: Journalism 9. Code: 62 32 01 01

10. Scientific advisor: Associate Professor, Dr. Nguyen Thi Thanh Huyen

11. Summary ofnew resultsof the thesis:

- The topic "Press and the campaign for Vietnamese people to prioritize using Vietnamese goods" has basically achieved the research objective of identifying, thereby evaluating the current situation and effectiveness of communication on the theoretical basis of framing and persuasive communication for social movements that the Vietnamese press has been carrying out, through answering 3 research questions, testing and giving results accepting the 4 research hypotheses.

- Regarding the current status of the press's message transmission of the Campaign: The message about the Campaign of Vietnamese people prioritizing Vietnamese goods in the press focuses on policies and guidelines rather than deeply exploiting the positive aspects related to Vietnamese products. In terms of genre, news and events are the main genre in the press's reporting on the Campaign, reports or expert opinions, consumer opinions about the Campaign as well as evaluations of Vietnamese products are still very limited. Among the sources of information that the press exploits, the government and businesses are the two main sources of information for the press in exploiting content related to the Campaign. The analysis results also show that the source of information has an impact on the positive, neutral, and negative nature of the message.

- Regarding the effectiveness of press activities on the campaign: Most of the public is quite fully aware of the content of the campaign that the press conveys, in which, the greater the level of awareness of the meaning of the campaign, the more the public has a favorable view of Vietnamese products. People respond to the campaign after accessing information from the press in a positive way and the more they access information about the campaign in the press, the more people trust the campaign. Information about the campaign conveyed by the press has the power to spread to the public and the public is interested in sharing information, the more they grasp information about Vietnamese products in the press, the more consumers prioritize using Vietnamese products.

12. Practical applicability: Through the theoretical reflection on the research of the campaign "Vietnamese people prioritize using Vietnamese goods", the thesis contributes to a more specific assessment of the communication effectiveness of this campaign and serves as a reference for other campaigns.

13. Further research directions: As one of the first research works in the field of journalism on the current situation and effectiveness of press communication on a social movement in Vietnam, the thesis is a systematic reference document for researchers, teachers and practitioners of journalism, communication and economics. The research results of the thesis contribute to opening up new research directions on the effectiveness of propaganda and mobilization activities; the ability to change public awareness, attitudes and behaviors with information published in the press.

14. Published works related to the thesis:

1. Pham Chien Thang (2015), “Communication crisis in modern media environment”,Journal of Science and Technology, Thai Nguyen UniversityVol. 145 (15), pp. 79-83.

2. Pham Chien Thang (2016), “The framing of information by the press about the campaign for Vietnamese people to prioritize using Vietnamese goods”,Journal of Science and Technology, Thai Nguyen UniversityVol. 156 (11), pp. 121-124.

3. Pham Chien Thang (2017), “On the theory of persuasive communication”,Journalist Magazine(402), pp. 53-55.

4. Nguyen Thi Thanh Huyen, Pham Chien Thang (2017), "Communication about the campaign "Vietnamese people prioritize using Vietnamese goods" in the press",Journal of Political Theory & Communication(11), pp. 42-46.

5. Pham Chien Thang (2017), “The campaign “Vietnamese people prioritize using Vietnamese goods” in the press from the perspective of framework theory”,Foreign information magazine(165), pp. 47-50.

6. Pham Chien Thang (2018), “Communication of social insurance and health insurance policies from the perspective of persuasive communication theory”,Conference proceedingsCommunication science on social insurance and health insurance policies, current situation and solutions to improve efficiency, pp. 221-229.

INFORMATION ON DOCTORAL THESIS

1. Full name: Pham Chien Thang 2. Sex: male

3. Date of birth: November 16, 1985 4. Place of birth: Thai Nguyen

5. Admission decision number: 3216/2014/QD-XHNV-SĐH Dated December 31, 2014

6. Changes in academic process: extend a study period by four months (January 2018 to April 2018)

7. Official thesis title: The press in the campaign “Vietnamese people prefer using Vietnamese goods”

8. Major: Journalism 9. Code: 62320101

10. Supervisors: Associate Professor Ph.D Nguyen Thi Thanh Huyen

11. Summary of the new findings of the thesis:

- The subject "The press and the campaign Vietnamese people prefer using Vietnamese goods" basically achieved the research objective is to identify, and then assess the situation and the communication effectiveness on the basis of Framing theory and persuasive communication in social movements that the Vietnamese press has applied, by answering three research questions, testing the results of accepting 10 hypotheses.

- The situation of conveying the message of the campaign: The message about the campaign “Vietnamese people prefer to use Vietnamese goods in newspapers focused on policies rather than exploiting deeply on positive aspects related to Vietnamese products. In terms of genre, event news is the main genre in media coverage of the press, whereas reportage or experts' opinion, well consumers' opinion on the campaign as product evaluation are limited. The government and businesses are the two main sources of information in the newspaper's exploitation of content related to the campaign. Analytical results also indicate that the source of information influences the positive, neutral, and negative aspects of the message.

- The effectiveness of the press on the campaign: The majority of the public are fully aware of the campaign content that the press conveyed, and the greater the level of awareness of the significance of the campaign is, the more public has a good view on Vietnamese products. People respond to the campaign Positively after receiving information from the press and the more information about the campaign people get from the media, the more people trust the campaign. Information about the campaign was widely disseminated to the general public and shared among the public. As people receive more information about Vietnamese goods in the press, they are determined to prefer using more Vietnamese goods.

12. Practical applicability: Through the theoretical screening of the campaign "Vietnamese people prefer using Vietnamese goods", the thesis contributes to more specific evaluation over the effectiveness of the campaign and it is a useful source of reference for other campaigns.

13. Further research directions: As it is one of the first studies in the field of journalism about the situation and the effectiveness of the press in a social movement in Vietnam, the thesis is a systematic reference for researchers, teachers, journalists, economists. The research results contribute to opening new research directions on the effectiveness of advocacy activities; the ability to change the perception, attitudes and behavior of the public towards information transmitted on the media.

14. Thesis-related publications:

1. Pham Chien Thang (2015), “Communication crisis in the modern communication environment”,Journal of science and technology thainguyen university145 (15), pp. 79-83.

2. Pham Chien Thang (2016), “The press information frame “Vietnamese priority to use Vietnamese goods”,Journal of science and technology thainguyen university156 (11), pp. 121-124.

3. Pham Chien Thang (2017), “Discussion on persuasive communication theory”,Journalist magazine(402), pp. 53-54.

4. Nguyen Thi Thanh Huyen, Pham Chien Thang (2017), “Communicating about the campaign “Vietnamese people prefer Vietnamese goods” on mass media”,Journal of Political theories and Communication(11), pp. 42-46.

5. Pham Chien Thang (2017), “The movement 'Vietnamese prefer Vietnamese products' in the press in the respective of the frame theory”,External information magazine(165), pp. 47-50.

6. Pham Chien Thang (2018), “Communication on social insurance and health insurance policies from perspectives of the persuasive communication theory”,The communication science yearbook of social insurance and health insurance policies, current status and solutions to improve efficiency,pp. 221-229.