INFORMATION ABOUTGRADUATION PROJECTMASTER'S DEGREE
1. Student's full name: Pham Ngoc Hung 2. Gender: Male
3. Date of birth: September 25, 2001
4. Place of birth: Hanoi
5. Decision No. 5915/QD-XHNV dated October 28, 2024, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, recognizing the student.
6. Changes in the training process: None
7. Title of the topicprojectOrganizing a Vietnamese cultural communication campaign for students of the University of Social Sciences and Humanities - Vietnam National University, Hanoi.
8.NMajor: Journalism and Media Management (Application-Oriented) Code:8320109
9. Scientific supervisor: Dr. Le Thi Duong – Institute of Journalism and Communication Training, Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi
10. Summarize the results ofproject:
In the context of Vietnam's efforts to build a cultural industry rich in national identity, raising public awareness of the country's culture and history is becoming increasingly important. The project "Organizing a cultural communication campaign on Vietnamese traditional clothing for students of the University of Social Sciences and Humanities – Vietnam National University, Hanoi" was implemented with the aim of bringing Vietnamese traditional clothing (also known as Vietnamese ao dai) beyond the academic sphere to be present in daily life and more accessible to young people. Based on theoretical foundations of communication and practical survey data, the project has been implemented and achieved the following outstanding results:
Regarding media touchpoint identification, the project indicated that the target student audience has a strong need and willingness to learn about Vietnamese traditional clothing, especially a desire to learn new knowledge through direct experiential activities rather than just receiving information through indirect documents and observation.
In terms of practical implementation, the project successfully planned and organized the "Vietnamese Traditional Medicine" communication campaign. The campaign combined online communication through social media posts with direct communication through a series of field experience events, featuring activities that met the expectations of the target audience.
In terms of impact, the campaign promoted the dissemination and recognition of typical forms of Vietnamese traditional clothing, thereby stimulating the desire to explore the history and culture, and to preserve and develop the country's heritage. The project served as a concrete example of typical communication and event organization theories, creating a highly applicable model for cultural communication activities in the educational environment.
11. Practical applications:
The project provides a highly applicable and practical cultural communication model for the educational environment. Specifically, the communication plan framework, combining digital platforms and practical experiential activities such as the "Vietnamese Traditional Clothing" campaign, can be inherited and replicated by student clubs for other topics. Furthermore, the method of refreshing and revitalizing academic knowledge about Vietnamese traditional clothing and the survey data from the project are valuable reference materials. This will serve as a supplementary foundation for cultural communication activities to reach young people naturally, effectively, and sustainably.
12. Future research directions:
Based on the results achieved, the project opens up three directions for future development. Firstly, to continue research to upgrade the communication plan and operational model for organizing subsequent seasons of the "Vietnamese Traditional Clothing" campaign. Secondly, to expand the communication niche to include the Vietnamese traditional clothing system from other periods in the flow of Vietnamese history. Thirdly, to expand the target audience of the project. The project can expand its geographical scope beyond a single educational institution, aiming to attract the participation of students from multiple educational institutions in Hanoi. In addition, the project can also broaden the age range of the audience to more effectively spread the culture of Vietnamese traditional clothing to a wider audience.
13. Published works related toproject: Are not
INFORMATION ON PROJECT
1. Full name: Pham Ngoc Hung 2. Sex: Male
3. Date of birth: September 25, 2001 4. Place of birth: Hanoi
5. Admission decision number: 5915/QD-XHNV dated October 28, 2024, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in academic process: None
7. Official project title: Organizing a cultural communication campaign on Viet Phuc (historical Viet attire) for students of the University of Social Sciences and Humanities – Vietnam National University, Hanoi
8. Major: Media Management Code: 8320109
9. Supervisor: Dr. Le Thi Duong – School of Journalism and Communication, University of Social Sciences and Humanities, Vietnam National University, Hanoi
10. Summary of the findings of the project:
In the context of Vietnam's efforts to develop a cultural industry deeply imbued with national identity, raising public awareness of the country's history and culture has become increasingly vital. The project entitled “Organizing a cultural communication campaign on Viet Phuc (historical Viet attire) for students of the University of Social Sciences and Humanities – Vietnam National University, Hanoi” was conducted to bring Viet Phuc out of academic spaces into daily life, making it more accessible to the youth. Grounded in communication theories and empirical survey data, the project was successfully implemented and achieved the following outstanding outcomes:
First, the project has identified effective communication touchpoints. The findings indicate that the target student audience possesses a strong desire and readiness to explore knowledge about Viet Phuc. Notably, they yearn to acquire new insights through hands-on experiential activities rather than passive document reading or indirect observation.
Second, the project planned and successfully executed the cultural communication campaign named “Viet Cam Y Van”. The campaign effectively combined online communication via social media platforms with offline communication through a series of field-based experiential events, offering activities that fulfill the target audience's expectations.
Third, the campaign has created a significant impact. The campaign enhances the reach and recognition of some Viet Phuc styles, thereby stimulating the demand for historical and cultural exploration, along with the preservation and development of national heritage. The project serves as an empirical demonstration of prominent communication and event management theories, establishing a highly applicable model for cultural communication initiatives within educational environments.
11. Practical applicability:
The project offers a highly practical cultural communication model that can be applied within educational environments. specifically, the campaign framework of “Viet Cam Y Van”, which integrates digital platforms with hands-on experiential activities, can be easily adopted and replicated by student clubs for various other heritage themes. Furthermore, the project's approach to revitalizing academic knowledge regarding Viet Phuc, along with its comprehensive survey dataset, serves as a valuable reference. These assist cultural managers and educators in optimizing strategies to introduce traditional culture to the youth in a natural, effective, and sustainable manner.
12. Further research directions:
Building upon the achieved outcomes, the project opens up three directions for future development. The first direction is continuing research to upgrade the communication plan and operational model to organize subsequent seasons of the “Viet Cam Y Van” campaign. The second direction is expanding the communication niche to encompass the Viet Phuc systems of other periods throughout Vietnamese history. The third direction is broadening the project's target audience. Geographically, the initiative can extend beyond a single educational institution, aiming to attract students from various universities across Hanoi. Additionally, it can diversify the audience's age demographics to spread Viet Phuc culture to the wider public robustly.
13. Thesis-related publications: None
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