INFORMATION ABOUT THE MASTER'S PROJECT
1. Student's full name: Nguyen Thi Minh Long 2. Gender: Female
3. Date of birth: December 28, 1985
4. Place of birth: Ha Tinh
5. Decision to recognize student number: 5410/QD-XHNV, day21/12/2023 belong toRector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in the training process: Decision No. 9028/QD-XHNV regardingExtending the study period for postgraduate students. The extension will run from December 30, 2025 to June 29, 2026.
7.Title of the Master's Thesis:Developing a communication model for preserving and promoting the cultural heritage of the Muong ethnic group on the online magazine Culture and Development.
8. Major: Journalism and Media Management; Code:8320109
9. Scientific supervisor:PhD.Nguyen Thi Hoai Phuong; Dr. Phan Van Kien
10. Summary of the Project's Results:
The project "Building a communication model for preserving and promoting the cultural heritage of the Muong ethnic group on the online magazine Culture and Development" has systematized the theoretical and practical basis of cultural heritage communication in the context of current digital transformation. Based on surveys and analyses of the current state of content, form, and effectiveness of communication about the Muong ethnic group's culture on the online magazine Culture and Development, the project has identified the advantages, limitations, and causes affecting the quality of communication about the cultural heritage of ethnic minorities.
The research results have developed a communication model suitable for the characteristics of online journalism, combining in-depth content, multimedia, and the ability to interact with the public. The proposed model focuses on the following elements: content orientation; building a specialized section on Muong culture; applying multi-platform communication methods; and increasing the use of video, infographics, podcasts, and social media to enhance information dissemination effectiveness.
The project also proposes a system of solutions to improve the quality of communication regarding the cultural heritage of the Muong ethnic group, such as: enhancing the capacity of reporters and editors; strengthening coordination with cultural management agencies and folk artisans; promoting the application of digital technology; and building a mechanism for feedback and interaction with readers. These solutions contribute to raising community awareness about preserving and promoting the cultural values of the Muong ethnic group in modern life.
11. Practical applications:
The project's results have high potential for application in current journalistic and media activities, especially for online news agencies specializing in culture, society, and community development. The proposed communication model can be directly applied to the online magazine Culture and Development to improve the quality of content promoting the cultural heritage of the Muong ethnic group.
Furthermore, the project can also be referenced and applied by press agencies, online magazines, and local cultural portals that have communication activities about ethnic minority culture. Solutions regarding content organization, multimedia communication, and digital interaction can be flexibly applied to many different types of cultural heritage.
The project also contributes to supporting cultural management agencies in preserving and promoting traditional cultural values through the digital environment. At the same time, it can serve as a reference document for research and teaching in the fields of journalism, cultural media, and cultural management.
12. Future research directions:
In the future, research could be further expanded in the following directions:
An in-depth study on the effectiveness of public reception of digital media products about the cultural heritage of the Muong ethnic group.
This study surveys and compares cultural heritage communication models among different ethnic minorities to develop a diverse cultural communication system tailored to each region.
Research on the application of artificial intelligence, big data, and digital technology in the preservation and promotion of national cultural heritage on electronic media platforms.
Analyze the role of social media and short-video platforms in disseminating traditional cultural values to young people.
The research aims to build a digital media ecosystem connecting press agencies, cultural management agencies, artisans, and local communities to enhance the effectiveness of preserving and promoting national cultural heritage in the context of international integration.
13. Published works related to the Project:
Topic: The role of the online magazine Culture and Development in preserving and promoting the cultural heritage of the Muong people. (Published Friday, 4:38 PM, April 3, 2026 in the Journal of Political Theory and Communication – the online journal of the Academy of Journalism and Communication).
INFORMATION ON THE MASTER'S PROJECT
1. Full name of student: Nguyen Thi Minh Long
2. Gender: Female
3. Date of birth: December 28, 1985
4. Place of birth: Ha Tinh Province, Vietnam
5. Admission Decision No.: 5410/QD-XHNV dated December 21, 2023, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6.Changes during the training course:
Pursuant to Decision No. 9028/QD-XHNV on the extension of the study period for the master's student, the study period was extended from 30 December 2025 to 29 June 2026.
7. Title of the Master's Project:
Building a Communication Model for the Preservation and Promotion of the Cultural Heritage Values of the Muong Ethnic Group on Culture and Development E-magazine.
8. Major: Journalism and Communication Management; Code: 8320109
9. Scientific supervisors:
PhD. Nguyen Thi Hoai Phuong
PhD. Phan Van Kien
10. Summary of the Project Results
The project entitled “Building a Communication Model for the Preservation and Promotion of the Cultural Heritage Values of the Muong Ethnic Group on Culture and Development E-magazine” has systematized the theoretical and practical foundations of cultural heritage communication in the context of digital transformation today.
Based on surveys and analyzes of the current situation regarding content, forms, and effectiveness of communication about Muong ethnic culture on Culture and Development E-magazine, the project identifies strengths, limitations, and factors affecting the quality of communication on ethnic minority cultural heritage.
The research results proposed a communication model suitable for the characteristics of electronic journalism, combining in-depth content, multimedia formats, and audience interaction. The proposed model focuses on the following elements: communication content orientation; development of specialized sections on Muong culture; application of multi-platform communication methods; and increased use of videos, infographics, podcasts, and social media to improve information dissemination.
The project also proposed a system of solutions to enhance the quality of communication on Muong cultural heritage, including improving the capacity of reporters and editors; strengthening coordination with cultural management agencies and folk artisans; promoting the application of digital technology; and establishing mechanisms for audience feedback and interaction. These solutions contribute to raising public awareness about preserving and promoting the cultural values of the Muong ethnic group in modern society.
11. Practical Applicability
The results of the project have high applicability in current journalism and communication activities, especially for electronic press agencies specializing in culture, society, and community development. The proposed communication model can be directly applied to Culture and Development E-magazine to improve the quality of communication content related to the cultural heritage of the Muong ethnic group.
In addition, the project can serve as a reference for newspapers, electronic magazines, and local cultural information portals engaged in communication activities concerning ethnic minority cultures. Solutions related to content organization, multimedia communication, and digital interaction can be flexibly applied to various types of cultural heritage.
The project also contributes to supporting cultural management agencies in preserving and promoting traditional cultural values through digital environments. Furthermore, it may serve as a reference document for research and teaching in the fields of journalism, cultural communication, and cultural management.
12. Future Research Directions
In the future, the research may continue to be expanded in the following directions:
Conducting in-depth studies on audience reception effectiveness regarding digital communication products about Muong cultural heritage.
Surveying and comparing cultural heritage communication models among different ethnic minority groups in order to develop diverse communication systems suitable for each region.
Researching the application of artificial intelligence, big data, and digital technologies in preserving and promoting ethnic cultural heritage on electronic journalism platforms.
Analyzing the role of social media and short-video platforms in spreading traditional cultural values among young people.
Studying the development of a digital communication ecosystem connecting press agencies, cultural management authorities, artisans, and local communities to improve the effectiveness of preserving and promoting ethnic cultural heritage in the context of international integration.
13. Published Works Related to the Project
Article title: Culture and Development E-magazine and Its Role in Preserving and Promoting the Values of Muong Cultural Heritage (published at 4:38 PM, April 3, 2026, in Political Theory and Communication Journal – the electronic journal of the Academy of Journalism and Communication).
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