Thesis information "Net generation public with mass media" by HVCH Hoang Thi Thu Ha, major in Journalism.1. Full name of student: Hoang Thi Thu Ha 2. Gender: Female 3. Date of birth: September 27, 1986 4. Place of birth: Hanoi 5. Decision to recognize student No.: 1355/QD-XHNV-KH&SĐH, dated October 24, 2008 by the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi 6. Changes in the training process: None 7. Thesis topic: Net generation public with mass media 8. Major: Journalism; Code: 60.32.01 9. Scientific supervisor: Dr. Dang Thi Thu Huong, Faculty of Journalism and Communication, University of Social Sciences and Humanities 10. Summary of the results of the thesis: This thesis is an initial effort to study a new group of media audiences in Vietnam, called the Net generation audience. This work has only had the opportunity to conduct research on a relatively small survey sample. However, the research results have partly suggested the basic features of the portrait of this audience group. The Net generation audience of Vietnam is defined by the author as those born between 1985 and 1999 (15 years) and are those who use the internet. According to this definition, the Net generation audience is concentrated in urban areas, especially large cities such as the capital Hanoi; or rural areas that have been and are being rapidly urbanized in Vietnam. Urban areas are a familiar setting for mass media, especially new media based on the internet. The Net Generation audience in Hanoi, first of all, is a group of audiences who regularly use the internet, for a variety of purposes, from receiving information, to communication, learning, shopping and entertainment. Of these, the three most common purposes of using the internet are receiving information, communicating and entertaining. The way this audience interacts with the internet is much more complex than the way they interact with print newspapers, radio or television. The basic reason lies in the outstanding advantage of the internet, which is its high interactivity, and because this audience is considered one of the first audiences to receive and apply new media. This is also a group of audiences with a relatively high level of television viewing. The habit of watching television is a type of "heritage" that this audience inherited from their grandparents and parents. On the other hand, this audience has a low level of reading print newspapers and listening to radio. This requires changes from the print and radio media to attract more of this audience. The Net generation audience spends most of their time on mass media on using the internet and watching television. This makes them less likely to read print newspapers and listen to radio. They even become "afraid" of reading. Furthermore, although it was formed later, the habit of using the internet has significantly affected the television viewing habits of this audience. In general, this audience is much more proactive in forming and developing the habit of using the internet, compared to the habit of reading print newspapers, listening to radio or watching television. Although there are common characteristics in the way they use mass media, this audience is also grouped to a certain extent according to different factors such as taste, gender or learning environment. 11. Practical applicability: The goal of this research is to help communicators build specialized communication channels for the Net generation audience in the most effective way. Because this will be the target audience of mass media in the coming decades. 12. Further research directions: This thesis suggests larger-scale research projects in the future. These include research projects on segmentation in the hearts of the Net generation audience, on building specialized communication channels for the Net generation audience, especially research to deploy online radio and television channels on demand (on-demand). In addition, research comparing the two trends of content-specific and audience-specific and research on the integration capabilities between mass media are also reasonable research directions in the context of contemporary media. 13. Published works related to the thesis: Article On a new generation of media public, Journalism - theoretical and practical issues, volume 7, p.347, VNU Publishing House, 2010.
INFORMATION ON MASTER'S THESIS
1. Full name: Hoang Thi Thu Ha 2. Sex: Female 3. Date of birth: September 27, 1986 4. Place of birth: Ha Noi 5. Admission decision number: 1355/QD-XHNV-KH&SĐH. Dated October 24th, 2008 6. Changes in academic process: None 7. Official thesis title: Net generation with the mass media 8. Major: Journalism Studies 9. Code: 60.32.01 10. Supervisor: Dr. Dang Thi Thu Huong, Faculty of Journalism and Communication, University of Social Sciences and Humanities, Hanoi. 11. Summary of the findings of the thesis: This thesis is just an initial effort to study a newly emerging group of audience of Vietnam which is named for the first time in Vietnam as “net generation”. Although this research was just conducted on a small sample, it could suggest basic features of the net generation living in urban areas of Hanoi. Vietnam's net generation includes those who were born between 1985 and 1999 (15 years) and are now using the internet, as defined by the author. dynamic, the majority of the net generation of Vietnam is located in urban areas, especially in big cities such as Hanoi. Cities are the familiar context of the mass media, especially new internet – based tools. The net generation living in the urban areas of Hanoi are firstly those who frequently use the internet with a variety of purposes including collecting information, communicating, learning, purchasing and entertaining, among which the three most popular ones are collecting information, communicating and entertaining. The way this group of audience interacts with the internet is far more complicated than the way they interact with the traditional mass media, namely, print newspapers and broadcasting. The main reason lies in the high capability of interaction of the internet. Besides, the net generation are early adopters of high technologies. The net generation are also among those who have high frequency of watching television. The habit of watching television frequently is a sort of legacy from the older generations. On the other hand, this group of audience has considerably low frequency of reading newspapers and listening to radio, which requires essential changes to the two media. Most of the net generation's time for the mass media is television contributed to using the internet and watching, which makes them less available for newspapers or radio. They even tend to be afraid of reading. Furthermore, their habit of internet using has considerable influence on their habit of watching television despite that the internet has been accessible in Vietnam for only 14 years. By and large, the net generation are much more proactive in developing their habit of internet using, compared to newspapers reading, television viewing or radio listening. The net generation are divided in many subgroups based on interests, genders or learning environments although they have some prominent similarities in using the mass media. 12. Practical applicability, if any: The ultimate purpose of this research is to help communicators in Vietnam have basic knowledge of the so - called group of audience as the net generation of Vietnam, which facilitates their building of specific channels to reach the audience. 13. Further research directions, if any: This thesis suggests further research directions including the subgroups of the net generation living in the urban areas of Vietnam; the building of specific channels for the targeted audience of the net generation; the implementation of online broadcasting which develops on – demand programs; the comparative research between content – oriented tendency and audience – oriented tendency; and the integration of mass media. 14. Thesis-related publications: On the new generation of audience, Journalism - theoretical and practical issues, volume 7, p. 347, VNU Publishing House, 2010.
