Project: Developing a Digital Communication Plan for the Institute of Music to Promote its Resource Archive to Young Audiences

INFORMATION ABOUTGRADUATION PROJECTMASTER'S DEGREE

1. Student's full name:Nguyen Phuong Nhi2. Gender: Female

3. Date of birth:22/08/2000

4. Place of birth:Hanoi

5. Decision number for student admission:7353/QD-XHNV31st12 2024, by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi

6. Changes in the training process:

(Note the types of changes and the corresponding times)

7. Title of the topicproject:DEVELOPING A DIGITAL COMMUNICATION PLAN FOR THE INSTITUTE OF MUSIC TO PROMOTE ITS RESOURCE ARCHIVE TO YOUNG PEOPLE

8.Ncliff:Media and Communications ManagementCode:8320109

9. Scientific supervisor:Dr. Nguyen Thi Thuy Hang, Institute of Journalism and Communication Training, Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi.

(Please specify your scientific title, academic degree, full name, and workplace.)

10. Summarize the results ofproject:

(Summarize the project's results, highlighting any new findings.)

In terms of theoretical basis: The project has systematized the concepts of digital media, intangible cultural heritage, digital archives, and young audiences. The project applies a combination of the Integrated Marketing Communications (IMC) model, the AISAS audience journey model, the RACE planning model, and content positioning and marketing theories to a traditional music archive.

Regarding the assessment of the current situation: The project surveyed the archives of the Institute of Music (approximately 16% of the audio tapes have been digitized), the website vienamnhac.vn, the Institute's social media channels, and 108 valid survey responses from young people aged 16 to 30. The results showed a gap between the value of the archives and their accessibility to the public. Many sections on the website are no longer updated, and the official Facebook page is not yet operational. Meanwhile, young people face difficulties in finding reliable original sources of information.

Regarding the trial results: A portion of the proposed content was tested for eight months on the "Vien Am Nhac Media" account. The posting frequency averaged approximately 12 articles per month, with content utilizing existing archives accounting for about 65% of the posts. This result serves as a baseline for setting targets in the plan.

Regarding the digital communication plan: The project outlines a 12-month plan, positioning the Institute of Music as a primary source of original materials on Vietnamese folk music. Facebook will serve as the central channel, while the website will act as a repository and information retrieval platform. The plan includes content lines, a sample editorial schedule, criteria for selecting materials, a process for reviewing publication rights, an implementation roadmap, and a set of monitoring and evaluation indicators.

Regarding feasibility assessment and solutions: The assessment using a five-criteria matrix shows that the basic plan is feasible in terms of funding, infrastructure, and content resources. The main bottlenecks lie in the dual-role personnel and the copyright review process. Based on this, the proposal suggests four groups of solutions along with recommendations for the Institute of Music and the Vietnam National Academy of Music.

11. Practical applications: (if any)

The project provides a plan and implementation toolkit that can be put into use within the existing resources of the Institute of Music:

- Digital communication framework for the Institute of Music: The Institute can use content routes, sample editorial schedules, task assignments, and a set of monitoring indicators with adjustment thresholds as the basis for operating its official Facebook page and website. The plan is based on part-time staff and regular funding, requiring no new investment.

- Controlled document publication process: The four-step document selection criteria and compilation process, including a review of publication rights, help the Institute bring documents to the public. At the same time, this process ensures attribution of information and protects the rights of the community and artisans.

- Reference framework for similar units: The source-centric approach to positioning can be referenced and adapted when applied to archives, museums, and cultural and artistic research institutes that possess digitized archives but lack a public access channel.

12. Future research directions: (if any)

- Evaluating the effectiveness of the plan after implementation: Measuring the level of reach, interaction, and impact on the need for information retrieval and resource utilization at the Institute, based on data from at least one operational cycle on the official Facebook page.

- Research on documentary media on video platforms: Expanding to YouTube, a platform favored by young audiences in the survey. This research direction focuses on production models, rights management, and resource allocation for documentary video content.

- Research on the mechanism for publishing fieldwork data: Clarifying legal and ethical issues when publishing data related to rituals, beliefs, and the rights of communities and artisans, based on the 2024 Cultural Heritage Law and the Intellectual Property Law.

13. Published works related toproject: Are notHave

INFORMATION ON PROJECT

1. Full name:Nguyen Phuong Nhi                  2. Sex:Female

3. Date of birth:22/08/2000                             4. Place of birth:Hanoi

5. Admission decision number:7353/QD-XHNV Dated December 31, 2024 of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi

6. Changes in academic process:

(List the forms of change and corresponding times)

7. Official project title:DEVELOPING A DIGITAL COMMUNICATION PLAN FOR THE VIETNAMESE INSTITUTE FOR MUSICOLOGY TO PROMOTE ITS ARCHIVAL TO YOUNG AUDIENCES

8. Major:Journalism and Media Management (Applied Orientation)9. Code:8320109

10. Supervisors:Dr. Nguyen Thi Thuy Hang, School of Journalism and Communication, University of Social Sciences and Humanities, Vietnam National University, Hanoi (Full name, academic title and degree)

11. Summary of the findings of the project:

(Summarize them with stress on thenew sensations, if any)

Regarding the theoretical framework: The project has systematized key concepts of digital communication, intangible cultural heritage, digital archives and youth audiences. It combines the Integrated Marketing Communications (IMC) model, the AISAS audience journey model, the RACE planning model, positioning theory and content marketing, and applies them to a traditional music archival institution.

Regarding the assessment of the current situation: The project examine: [1] the archive of the Vietnamese Institute for Musicology, where about 16% of the magnetic tapes have been digitized; [2] the website vienamnhac.vn and the Institute's social media channels; [3] 108 valid survey responses from young people aged 16 to 30. The findings show a gap between the value of the archive and its accessibility to the public. Many sections of the website are no longer updated, and the official Facebook Page has not yet been operated. Meanwhile, young audiences find it difficult to locate reliable original sources.

Regarding pilot implementation results: Part of the proposed content was piloted for eight months on the “Vien Am Nhac Media” account. The posting frequency was maintained at an average of about 12 posts per month, with archive-based content accounting for about 65% of all posts. These results are served as the baseline for setting the plan's targets.

Regarding the digital communication plan: The project developed a 12-month plan that positions the Institute as a reference point for original source materials on Vietnamese traditional music. Facebook serves as the central channel, while the website functions as a repository and search tool. The plan includes: [1] content streams and a sample editorial calendar; [2] criteria for selecting archival materials; [3] a publication rights review procedure; [4] an implementation roadmap; [5] a set of monitoring and evaluation indicators.

Regarding considerations assessment and solutions: An assessment based on a five-criteria matrix indicates that the plan is largely feasible in terms of budget, infrastructure and content sources. The main bottlenecks lie in concurrent staffing and the rights review procedure. On this basis, the project proposes four groups of solutions, together with recommendations for the Vietnamese Institute for Musicology and the Vietnam National Academy of Music.

12. Practical applicability, if any:

The project provides a plan and a set of implementation tools that can be applied within the existing resources of the Vietnamese Institute for Musicology:

- An operational framework for the Institute's digital communication: The Institute may use the following as the basis for operating its official Facebook Page and website: [1] content streams; [2] the sample editorial calendar; [3] task assignments; [4] monitoring indicators with adjustment thresholds. The plan relies on concurrent staff and regular budgets and does not require new investment.

- A controlled procedure for publishing archival materials: The material selection criteria and the four-step editorial procedure, which includes a publication rights review, enabling the Institute to bring archival materials to the public. At the same time, the procedure ensures provenance information and protects the interests of communities and artisans.

- A reference framework for similar institutions: The approach of positioning original source materials at the center may serve as a reference for archives, museums and cultural and arts research institutes that hold digitized collections but lack channels to reach the public, with appropriate adaptation.

13. Further research directions, if any:

- Evaluating the plan's effectiveness after implementation: Measuring reach, engagement and the impact on demand for searching and using archival materials at the Institute, based on data from at least one operating cycle on the official Facebook Page.

- Researching archival communication on video platforms: Expanding to YouTube, the platform young audiences most wish the Institute to be present on according to the survey. This direction would address production models, rights management and resource allocation for archival video content.

- Researching mechanisms for field publishing recordings: Clarifying the legal and ethical issues in publishing materials related to rituals, beliefs and the interests of communities and artisans, based on the Law on Cultural Heritage 2024 and the Law on Intellectual Property.

14. Thesis-related publications: None