TTLV: How to create keywords on Vietnamese online newspapers

INFORMATION ABOUT THE MASTER'S THESIS

1. Student's full name:Le Thanh Ha

2. Gender: Female

3. Date of birth: September 24, 1989

4. Place of birth: Thanh Hoa

5. Decision on student admission No. 2998/2013/QD-XHNV-SDH. Dated December 30, 2013, by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

6. Changes in the training process: none

7. Thesis title:How to create keywords on Vietnamese online newspapers.

8. Major: Journalism Code: 62.32.01.01

9. Scientific supervisor:Assoc. Prof. Dr. Vu Quang Hao

10. Summary of the thesis results:

This thesis focuses on researching and presenting the following basic results:

In Chapter 1, Part One, the author presents the most general concepts of keywords in online journalism; the public's understanding of keywords; the concept of tools such as CMS (Content Management Systems); identifies four types of keywords; surveys the frequency of keyword usage in current online newspapers; and distinguishes between keywords in online newspapers and keywords in other types of journalism.

The second part discusses the role of keywords in online newspapers. Specifically, the author clarifies the role of keywords in content, search engine optimization, and audience engagement through practical research and surveys. The third part outlines the common locations where keywords appear in online newspapers. The fourth part examines the changes in keyword usage in online newspapers today.

In Chapter 2, the author evaluates the use of keywords on current online news sites. Through this, the author draws conclusions about journalists' understanding of the importance of keywords in online journalism today.

Next, the author also conducted a survey on the current emphasis on keyword building by journalists through roles such as: helping readers find articles more easily; increasing writing efficiency and focusing more on the main topic of the article; demonstrating timeliness to create an intangible appeal to readers; and creating a connection between readers and journalists.

Additionally, the author also conducted a survey on keywords that should be avoided in online news articles today.

Some additional issues to clarify in this chapter include: keyword quality as assessed by those directly involved (quality reflected in their articles on online news sites); keywords commonly used by journalists today; how the use of high-quality keywords benefits articles on online news sites; factors influencing the decision to use low-quality keywords; attitudes towards articles using poor-quality keywords (agreement, disagreement, or disapproval); a survey of keyword building and usage on three news sites: vietnamnet.vn (VNN), vnexpress.net (VNE), and tuoitre.com.vn (TTO), examining the keyword quality of these online news sites; and journalists' current assessment of keyword tag building and usage methods on these three sites.

In Chapter 3, the author compares keyword research practices between domestic and international news outlets (cnn.com and straitstimes.com). Based on these findings, the author provides guidance on keyword usage and proposes rules for keyword creation.

11. Practical applications:

The research findings of this thesis provide a basis for understanding the role, especially the methods, of keyword creation in online newspapers. This can directly support those working in online journalism, helping them improve the quality and ranking of their publications. Furthermore, the thesis will serve as a valuable reference for teaching, particularly in the absence of any official literature on this topic.

12. Future research directions:

If circumstances permit, this thesis could also open up many avenues for further research on keywords and methods of online journalism.

13. Published works related to the thesis: None

INFORMATION ON MASTER'S THESIS

1. Student name: Le Thanh Ha 2. Gender: Female

3. Date of birth: September 24, 1989 4. Place of birth: Thanh Hoa

5. Admission decision no.2998/2013/QD-XHNV-SĐ dated December 30, 2013 issued by President of University of social sciences and humanities, Vietnam National University

6. Changes in Academic process: None

7. Thesis topic: How to create keywords in online newspapers in Vietnam

8. Major: Journalism. Code: 62.32.01.01

9. Scientific guider: Assoc. Prof., Dr.Vu Quang Hao

10. Summary of the master thesis result:

In Chapter 1, the author gives the most general concept of keywords in an electronic newspaper; the public's perceptions towards the understanding of keywords; concept of tools such as management system CMS or definition of electronic newspaper; mentioning 4 types of keywords; frequency surveys the use of keywords in electric newspapers; difference between keywords of electric newspapers and keywords of other type of press.

In the second part, the author referred to the role of keywords for electronic newspapers. specifically, the author clarifies the role of the content; roles of research, marketing and the role of keywords to the public through studies and surveys (details in the thesis).

In the third part, the author outlines the position of keywords that often appear in electric newspapers.The fourth part is the study of changes in the way of using keywords in electronic newspapers nowadays.

In this chapter 2, the author evaluates the use of keywords on the electric newspapers today. Thereby it can be concluded the awareness of journalists about the importance of keywords in electronic newspapers nowadays.

Next, the author makes a survey on the role of creating keywords of journalists through roles such as helping readers find articles more easily; increase effectiveness of the article, more focus on key themes of articles; presenting the hot news in order to involve strongly with readers and linking role between readers and journalists.Besides, the author also conducts a survey about what keywords should be limited nowadays.

Adding to that, issues needed to be clarified in this chapter are: the quality of keywords under evaluations of who wrote by themselves (quality should reflect his article on the electronic newspaper); keywords that electric newspapers often now use; purpose of keywords to how to write articles on the electronic newspaper; factors affecting the decision to use substandard keywords; attitude to see how articles use undervalued keywords?; survey the construction and use of keywords on 3 pages vietnamnet.vn (VNN), vnexpress.net (VNE) and tuoitre.com.vn (TTO) through quality of keywords of the current electric newspapers; evaluation of the current press how to build and use Keywords Tags in newspapers VietNamNet, Vnexpress and Tuoi Tre (percentage%).

After the conclusion through chapter 2, the author realizes that most journalists are aware of the importance of quality of keywords to electronic newspaper. However, how to form and create keywords still gets difficulties and could not meet the sufficient quality.

In Chapter 3, the author makes a comparison between creating keywords of the foreign press and the domestic press through analyzing 3 sites Vnexpress, VietNamNet, Tuoi Tre; survey keywords on cnn.com; survey keywords on straitstimes.com. From these results, the author makes note when using keywords and recommends the rules of creating keywords.

11. Possibility of practical application:

Research results of the thesis is the awareness basis of the role, especially method of creating keywords on electronic journal, ability of direct support for those who use directly electronic journal to assist their work and improve the quality and ranking of the newspaper. At the same time, the thesis also becomes the teaching reference, particularly there is no formal document in this regard.

12. The next research trends:

If available, the thesis may also suggest further deep research trends about keywords and the method to make e-journal

13. All works published related to the thesis: none