TTLA: The press's role in the "Vietnamese people prioritize using Vietnamese goods" campaign.

1. Full name of doctoral candidate: Pham Chien Thang 2. Gender: Male

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

5. Decision to admit doctoral students No.: 3216/2014/QD-XHNV-SDH, dated December 31, 2014

6. Changes to the training process: Extended by 4 months (January 2018 to April 2018)

7. Thesis title: Journalism and the "Vietnamese people prioritize using Vietnamese goods" campaign

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

10. Scientific supervisor: Assoc. Prof. Dr. Nguyen Thi Thanh Huyen

11. Summarize thenew resultsof the thesis:

- The research topic "Journalism and the 'Vietnamese People Prioritize Using Vietnamese Goods' Campaign" has essentially achieved its research objective of identifying and evaluating the current state and effectiveness of communication based on theoretical frameworks and persuasive communication for social campaigns that Vietnamese journalism has been and is currently undertaking. This was achieved by answering three research questions and testing four research hypotheses, resulting in acceptance of the proposed findings.

- Regarding the current state of media coverage of the "Vietnamese People Prioritize Using Vietnamese Goods" campaign: The message about the campaign, as disseminated by the press, focuses more on policies and guidelines than on exploring the positive aspects related to Vietnamese products. In terms of format, news and events are the main genre in the press's coverage of the campaign; feature stories, expert opinions, and consumer opinions on the campaign, as well as product reviews, are still very limited. Among the sources of information used by the press, the government and businesses are the two main sources for content related to the campaign. The analysis also indicates that the source of information influences the positive, neutral, or negative nature of the message.

- Regarding the effectiveness of media coverage of the campaign: The majority of the public is quite well-informed about the campaign's content conveyed by the media. The greater the awareness of the campaign's significance, the more favorable the public's view of Vietnamese products becomes. People respond positively to the campaign after accessing information from the media, and the more information they receive about the campaign through the media, the more confident they become in the campaign. Information about the campaign disseminated by the media has a wide reach and is shared by the public. The more information people have about Vietnamese products through the media, the more they prioritize using Vietnamese products.

12. Practical applications: By applying the theory to the study of the "Vietnamese people prioritize using Vietnamese goods" campaign, this thesis contributes to a more specific assessment of the communication effectiveness of this campaign and serves as a reference for other campaigns.

13. Future Research Directions: As one of the first research works in the field of journalism studies on the reality and effectiveness of media communication regarding a social movement in Vietnam, this dissertation serves as a systematic reference for researchers, lecturers, and practitioners in journalism, communication, and economics. The research results of this dissertation contribute to opening new research directions on the effectiveness of propaganda and advocacy activities; the ability to change public awareness, attitudes, and behavior towards information published in the media.

14. Published works related to the dissertation:

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

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

3. Pham Chien Thang (2017), “Discussion 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 Affairs 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 effectiveness., 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-SDH 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 have 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”,Unofficial 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.