INFORMATION ABOUTTHESISMASTER'S DEGREE
1. Student's full name: TRAN VAN VY 2. Gender: Male
3. Date of birth: May 22, 2001
4. Place of birth: Quang Nam
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 topicthesisOnline newspapers and their role in raising public awareness about artificial intelligence in Da Nang City today.
8.NField of study: Journalism; Code:8320101
9. Scientific supervisor:
Dr. Tran Thi Yen Minh, Faculty of Literature and Communication, University of Education, Da Nang University
Dr. Le Thi Duong, Institute of Journalism and Communication Training, Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi
10. Summarize the results ofthesis:
Thesis"Online newspapers and their role in raising public awareness about artificial intelligence in Da Nang City today"This study aims to clarify the role of online newspapers in communicating about AI to the public in Da Nang city. Combining journalistic content analysis and public surveys, the research focuses on identifying how VnExpress and Da Nang Newspaper create messages about AI, while examining the relationship between news consumption, cognitive frameworks, and public attitudes towards this technology. Through this, the thesis contributes to clarifying the role of online newspapers in science communication, particularly in providing information, establishing interpretive frameworks, and contributing to the formation of social discussion spaces about emerging technologies in the context of digital transformation.
Chapter 1This chapter systematizes the theoretical basis and conceptual framework that underpins the research. It clarifies concepts related to the topic, including online journalism, artificial intelligence, the public, AI comprehension, and science communication. Based on this, the thesis applies agenda setting theory and framing theory to analyze how online journalism selects, highlights, and organizes the meaning of AI in journalistic content. Simultaneously, the magic bullet theory and reception theory are used to broaden the approach to the impact and reception of media messages, thereby providing a basis for explaining how the public receives, interprets, and forms attitudes towards AI messages.Chapter 3.
Chapter 2This study analyzes media content about AI on VnExpress and Da Nang Newspaper during the period 2020-2025. The results show a clear increase in the number of news articles about AI, especially after the emergence of generative AI, reflecting the increasing inclusion of AI on the agenda of online newspapers. In the official analysis sample of 334 works, the main message frameworks included social progress, economic prospects, localization, ethics, disasters, accountability, and policy. Of these, the social progress and economic prospects frameworks predominated, indicating that online newspapers tend to emphasize the benefits, potential applications, and developmental role of AI. However, the press did not present AI solely as a one-sided symbol of technological progress, but began to address the risks, ethical issues, governance responsibilities, policies, and social consequences of this technology. Furthermore, the source analysis results show that journalistic discourse on AI is still primarily shaped by authoritative groups such as businesses, experts/research organizations, and regulatory agencies, while the voices of ordinary citizens/non-experts remain quite limited. A comparison between the two newspapers also reveals that VnExpress tends to broaden AI into a broad socio-economic and technological issue, while Da Nang Newspaper excels in its ability to localize its message, linking AI to digital transformation, urban development, and local life.
Chapter 3This survey of the Da Nang public aimed to examine the relationship between news consumption, AI literacy, personal interest, cognitive framework, and attitudes towards AI. The survey results from 388 respondents showed that the public in the sample had a relatively clear level of exposure to and interest in information about AI; however, their AI literacy was mostly at a basic level. Regarding the cognitive framework, the majority of respondents viewed AI positively, consistent with the positive sentiment in the online news articles analyzed earlier.Chapter 2However, public attitudes toward AI are not entirely one-sided: alongside expectations for the benefits, potential, and supportive role of AI, the public still maintains concerns about ethical risks, employment, information security, social inequality, and uncontrollable consequences. Hypothesis testing results show that onlyH2aA positive cognitive framework regarding AI was considered a statistically significant predictor of positive attitudes toward AI. Meanwhile, news consumption, AI comprehension skills, and personal interest did not clearly explain the formation of this cognitive framework in the survey sample. Furthermore, a positive cognitive framework did not diminish negative attitudes toward the technology. This finding suggests that public perceptions and attitudes toward AI are complex, influenced by multiple sources of information, personal experiences, and diverse social contexts.
11. Practical applications:
This research topic is valuable for media management agencies, journalism training institutions, and scientific communication organizations. The research findings can support the development of a more balanced, understandable, and responsible AI communication strategy. The press needs to not only emphasize the benefits and potential applications of AI but also clearly analyze the risks related to ethics, employment, personal data, and technology governance. Simultaneously, the research suggests that newsrooms should broaden their sources of information, strengthen the voices of citizens, technology users, and groups directly impacted by AI, in order to make information more accessible, multifaceted, and practical for the public.
12. Future research directions:
Further research could expand the scope of the survey to include more news agencies and other media platforms such as social media, television, short videos, podcasts, or online communities to gain a more comprehensive understanding of AI media in Vietnam. In addition, a multi-indicator scale should be developed for variables such as media usage, AI comprehension capacity, source reliability, and cognitive frameworks and attitudes towards AI. With more complete data, subsequent studies could utilize advanced analytical methods such as SEM, empirical research, or time-series studies to better examine the impact of different journalistic messaging frameworks on public perception and attitudes.
13. Published works related tothesis:
1. Tran Van Vy. (2026). The role of local newspapers in informing about artificial intelligence: Content analysis of Da Nang Newspaper. InProceedings of the Workshop on Improving the Quality of Media Products to Meet the Educational and Training Tasks as Required by Resolution No. 71-NQ/TW.
2. Tran Thi Yen Minh, Pham Thi Huong, & Tran Van Vy. (2025). The making of ChatGPT in Vietnamese news discourse: Hype, caution, or silence of scientific controversies?Proceedings of the International Scientific Conference on Media Training in the Context of AI and Digital Transformation(pp. 113–123). Science, Technology and Communication Publishing House. ISBN: 978-604-45-2379-8
INFORMATION ON MASTER'S THESIS
1. Full name: TRAN VAN VY 2. Sex: Male
3. Date of birth: May 22, 2001 4. Place of birth: Quang Nam
5. Admission decision number:5915/QD-XHNV, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, HanoiDatedOctober 28, 2024
6. Changes in academic process: None
7. Official thesis title: The role of online journalism in improving public awareness of artificial intelligence in Da Nang city
8. Major: Journalism Code: 8320101
9. Supervisors:Dr. Tran Thi Yen Minh, Faculty of Literature and Communication, University of Science and Education, The University of Danang.
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 thesis:The thesis entitled “Electronic Newspapers and the Enhancement of Public Awareness of Artificial Intelligence among Audiences in Da Nang City Today” was conducted to clarify the role of electronic newspapers in communicating about artificial intelligence (AI) to the public in Da Nang City. By combining press content analysis and public survey methods, the study focuses on identifying how VnExpress and Da Nang Newspaper construct messages about AI, while also examining the relationship between news consumption, cognitive frames, and public attitudes toward this technology. In doing so, the thesis contributes to clarifying the role of electronic newspapers in science communication, particularly in providing information, establishing interpretive frames, and contributing to the formation of a public discussion space on emerging technologies in the context of digital.
Chapter 1 systematizes the theoretical foundations and conceptual framework that underpin the study. This chapter clarifies key concepts related to the research topic, including electronic newspapers, artificial intelligence, the public, AI literacy, and science communication. On this basis, the thesis applies agenda-setting theory and framing theory to analyze how electronic newspapers select, highlight, and organize meanings about AI in journalistic content. At the same time, the magic bullet theory and reception theory are employed to extend the analytical approach to the effects and reception of media messages, thereby providing a basis for explaining how the public receives, interprets, and forms attitudes toward AI-related messages in Chapter 3.
Chapter 2 analyzes media content about AI on VnExpress and Da Nang Newspaper during the period 2020–2025. The results show that the number of AI-related news items and articles increased markedly, especially after the emergence of generative AI, reflecting the growing presence of AI on the agenda of electronic newspapers. In the official sample of 334 journalistic works, the dominant message frames include social progress, economic prospects, localization, ethics, disasters, accountability, and policy. Among these, the social progress and economic prospects frames were the most prominent, indicating that electronic newspapers tend to emphasize the benefits, application potential, and developmental role of AI. However, the press did not present AI solely as a one-dimensional symbol of technological progress, but also began to address the risks, ethical issues, governance responsibilities, policy concerns, and social consequences associated with this technology. In addition, the source analysis shows that journalistic discourse on AI was still mainly constructed by authoritative actors such as businesses, experts/research organizations, and regulatory agencies, while the voices of ordinary citizens and non-experts remained relatively limited. The comparative findings between the two newspapers also show that VnExpress focuses to expand AI into a broad economic, economic, and social issue, whereas Da Nang Newspaper was more notable for its localization of messages, linking AI to digital transformation, urban development, and local life.
Chapter 3 surveys the public in Da Nang to examine the relationship between news consumption, AI literacy, personal concern, cognitive frames, and attitudes toward AI. The survey results from 388 respondents show that the public in the research sample had a relatively clear level of exposure to and interest in AI-related information; however, their AI literacy largely remains at a basic level. In terms of cognitive frames, most respondents perceived AI in a positive direction, which corresponds with the positive tone identified in the electronic newspaper articles analyzed in Chapter 2. However, public attitudes toward AI were not entirely one-dimensional. Alongside expectations regarding the benefits, potential, and supportive role of AI, the public still maintains concerns about ethical risks, employment, information security, social inequality, and uncontrollable consequences. The hypothesis testing results show that only H2a was supported, meaning that a positive cognitive frame of AI was a concentrated predictor of positive attitudes toward AI. Meanwhile, news consumption, AI literacy, and personal concerns did not clearly explain the formation of cognitive frames in the survey sample. At the same time, a positive cognitive frame of AI did not reduce negative attitudes toward this technology. This finding suggests that public perceptions and attitudes toward AI are complex and are influenced by multiple sources of information, personal experiences, and social contexts.
11. Practical applicability, if any:The thesis may serve as a useful reference for press management agencies, journalism training institutions, and organizations involved in science communication. Its findings can support the development of AI communication strategies that are more balanced, accessible, and responsible. The press should not only emphasize the benefits and application potential of AI, but also provide clear analysis of risks related to ethics, employment, personal data, and technology governance. At the same time, the study suggests that newsrooms should diversify their sources by giving greater space to the voices of citizens, technology users, and groups directly affected by AI, thereby making information more relatable, multidimensional, and practically relevant to the public.
12. Further research directions, if any:Future studies may expand the scope of investigation to include a wider range of news organizations and media platforms, such as social media, television, short-form video platforms, podcasts, and online communities, in order to provide a more comprehensive understanding of AI communication in Vietnam. In addition, future research should develop multi-item scales for key variables such as media use, AI literacy, source credibility, cognitive frames, and attitudes toward AI. With more comprehensive data, subsequent studies may employ advanced analytical methods such as structural equation modeling (SEM), experimental research, or longitudinal research to examine more clearly the effects of different journalistic message frames on public awareness and attitudes.
13. Thesis-related publications:
1. Tran, V.V. (2026). The role of local journalism in informing about artificial intelligence: A content analysis ofDa Nang Newspaper. InProceedings of the Conference on Improving the Quality of Communication Products to Meet Education and Training Tasks Under the Requirements of Resolution No. 71-NQ/TW.
2. Tran, TYM, Pham, TH, & Tran, VV (2025). The making of ChatGPT in Vietnamese news discourse: Hype, caution or silence of scientific controversies? PrintProceedings of the International Scientific Conference on Media Training in the Context of AI and Digital Transformation(pp. 113–123). Science, Technology and Communication Publishing House. ISBN: 978-604-45-2379-8
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