TTLV: Messages about entrepreneurs in print from a cultural perspective

MASTER'S THESIS INFORMATION

1. Student's full name:Pham Thi La

2. Gender: Female

3. Date of birth: February 2, 1977

4. Place of birth: Nam Dinh

5. Decision on recognition of Master's students No. 2998/2013/QD-XHNV-SDH dated December 30, 2013 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

6. Changes in training process: No

7. Thesis topic name:Cultural Perspectives on Entrepreneurship in Print Media

8. Major: Journalism Code: 60.32.01.01

9. Scientific instructor:Associate Professor, Dr. Nguyen Thi Minh Thai, former Lecturer of Faculty of Journalism and Communication - University of Social Sciences and Humanities - Vietnam National University, Hanoi

10. Summary of thesis results:

Entrepreneurs are considered the vanguard, the shock troops on the economic front. The contributions of entrepreneurs have helped brighten the face of Vietnam's economy. Celebrities have helped steer the country's ship from falling behind the world's development. Therefore, entrepreneurs need more attention, especially in the media to build their image and brand.

On the path of starting a business and developing, the press is always an indispensable companion. It can be said that the press, including printed newspapers, is an extension of the businessmen to customers and the public. Messages about businessmen in the press have contributed to creating a sustainable image and brand, which are businessmen who dare to take risks to start a business, are creative, hard-working, and responsible to society. From a cultural perspective, these are beautiful, attractive images, inspiring and containing spiritual and material values.

However, in reality, the message about entrepreneurs in the press still has shortcomings and limitations that need to be discussed. That is, the press sometimes "glorifies" entrepreneurs too much to get advertising contracts, writes according to the orders of entrepreneurs, and there is also the harassment of entrepreneurs by the press...

To solve the thesis topic:"The Message of Entrepreneurship in Print from a Cultural Perspective"In addition to the introduction stating the reasons for choosing the topic, the history of the research problem, the objectives and content of the research, the objects, scope of the research, the research method, the theoretical and practical significance of the topic, the thesis has 3 chapters, solving the following problems:

In Chapter One - Overview of the Topic"The Message of Entrepreneurship in Print from a Cultural Perspective", the author focuses on solving the system of concepts about press, print media and characteristics of print media, concepts of communication, messages, entrepreneurs, culture, cultural perspective. The change in the Party's viewpoint, policies and laws of the State on entrepreneurs when the country innovated and integrated with the world has created fertile ground for the business force to thrive and develop strongly, contributing greatly to the development of the country, creating the main source of revenue for the state budget, solving employment for social forces and improving the quality of life. However, in that process, Vietnamese entrepreneurs also revealed weaknesses and limitations such as small-scale, opportunistic business practices, the spirit of innovation and creativity is still low because of the mentality of wanting safety and stability, and low responsibility to society.

The change in the Party's viewpoint, the State's policies and laws on entrepreneurs also leads to a change in the press's view of this force. The press provides more and more multi-dimensional information about entrepreneurs. Messages about entrepreneurs and businesses appear densely every day in all media, including print media. From a cultural perspective, messages about entrepreneurs in print media can focus on the main contents, which are seizing business opportunities, daring to accept risks, creativity and innovation, sustainable achievements, and social responsibility.

In Chapter Two, the thesis delves into and evaluates the current status of messages about entrepreneurs in print from a cultural perspective in two magazines:Entrepreneur Magazine– Business Forum Newspaper andSaigon Entrepreneur Magazineof the Ho Chi Minh City Business Association published from June 2013 to December 2014. Through a survey of articles about entrepreneurs, the author of the thesis found that messages about entrepreneurs focused on examining the content of messages about entrepreneurs in terms of seizing business opportunities, daring to accept risks, creativity and innovation of entrepreneurs, sustainable achievements of entrepreneurs, and social responsibility of entrepreneurs. From there, the current status of messages about entrepreneurs in print newspapers was assessed in terms of two aspects: advantages and some limitations that need to be overcome, that is, messages about entrepreneurs in print newspapers in general and the two surveyed magazines in particular are still commonly praising entrepreneurs. There are not many articles mentioning the weaknesses of entrepreneurs that need to be overcome.

Chapter three - the thesis presents a number of solutions to improve the policy mechanism for business development, businessmen must overcome limitations to reach the world level, improve the qualifications of journalists, and the ethics of journalists. The Party and the State have paid much attention to businessmen, but many policy mechanisms have not yet been put into practice, the inequality between state-owned enterprises and private enterprises, the harassment of businessmen and enterprises by authorities at all levels. The majority of reporters today have journalism skills, but writing about business messages requires journalists to have general background knowledge and a deep understanding of the State's policies and regimes for businesses and entrepreneurs, sympathy and sharing with businessmen in the context of the global economic crisis, only then can they produce good, professional works and be a trusted friend of the Vietnamese business community.

11. Practical application:

With this topic, the thesis has contributed to supplementing and developing the theoretical system of messages about entrepreneurs in print media today. From delving into a problem that is“The Message of Entrepreneurship in Print from a Cultural Perspective”,The thesis has pioneering contributions in statistics, evaluation, comments and analysis from the perspective of writing about the topic of entrepreneurs. This will contribute to creating a basis for further in-depth studies on entrepreneurs in the mass media, adding a source of information for researchers, management agencies and readers interested in the message about entrepreneurs.

12. Further research directions:

If possible, this thesis can also suggest many more in-depth research directions in the issue of messages about business culture and corporate culture in mass media.

13. Published works related to the thesis: None

INFORMATION ON MSc THESIS

1. Student's full name: Pham Thi La 2. Gender: Female

3. Date of birth: 02^ndFebruary 1977 4. Place of birth: Nam Dinh

5. The Decision to acknowledge the Student for Master qualification no: 2998/2013/QD-XHNV-SĐH dated 30^thDecember 2013 by the Headmaster of University of Social Sciences and Humanities, Vietnam National University of Hanoi City.

6. Changes during the training process: None

7. The thesis's title: Messages on businessmen in printing press in the cultural perspective

8. Specialty: Press Code: 60.32.01.01

9. Scientific instructor: Associate Professor - Dr. Nguyen Thi Minh Thai, the former Lecturer at the Faculty of Press and Communications - University of Social Sciences and Humanities - Vietnam National University of Hanoi City

10. Summary of outcomes in the thesis:

The thesis focuses on studies and brings forward some basic outcomes as follows:

In chapter one – The theme's overview"Messages on businessmen in printing press in the cultural viewpoint", the author focuses on addressing some common reasonings on messages and businessmen-related issues in which highlights to clarify such definitions as “communications”, “mass communications”, “press”, “traditional printing press”, “messages”, “businessmen”, and “culture”. Based on the traditional printing press's typical specific traits, features, natures, and strengths as well, the study shall become clear.

In chapter two, the thesis deeply studies, analyzes, and assess actual states of articles on businessmen published in the 2 magazines on businessmen:Business Magazine– Business Forum Press andSaigon Business Magazineof Ho Chi Minh Municipal Business Association. These are the 2 specialty magazines for businessmen. They had been published from June 2013 to December 2014. Based on findings and studies from managers, the author also interviews enterprise management body that is also the governing body of Business Magazine – Vietnam Chamber of Commerce and Industry (VCCI) – the unit that accompanies with enterprises. Mr. Vu Tien Loc, the Chairman of VCCI states:“Enterprises exist, VCCI will still exist”. This partly means the interactive relations between enterprises and VCCI. In-depth interviews show accumulate things by experts, managers, and specialty reporters, etc., the author makes such specific & objective judgments and assessments as: contents, forms, types, titles, chapeau, language, articles' volumes, and pictures on messages and businessmen with clear evidence. In this chapter, the author also presents successes gained by the two specialty business magazines with respects of contents and forms, etc., The two magazines present their own unique design styles that are nice and eye-catching, ways to name titles, chapeau, and use terminologies rightly in order to maximize authors and editorial offices' messages to readers. These create and bring about great values ​​to articles on businessmen.

The study of aritlces, their contents, interviews with columnists, and interviews with readers who are businessmen is made to find out restrictions and precautions so that some solutions to enhance the quality of articles on businessmen and messages in writings to readers as well as human-related groups, policies, and visions by newspapers' leaders can be worked out in the chapter three. Thanks to these, the newspapers will become better and better more professional, and trustful friends of Vietnamese business circle.

11. Possibility of application in reality:

With this theme, the thesis helps supplement and develop the current theoretical system of messages on businessmen in traditional printing newspapers. By probing the issue of“Messages on businessmen in printing press”,the thesis makes exploratory contributions to statistics, assessments, comments, and analysis from angles of contents and presentation. This shall help form foundations for prospective deeper studies on businessmen in the mass media and provide a source of information to researchers, managing bodies, and readers who are interested in messages on businessmen.

12. Prospective study directions:

If gaining favorable conditions, this thesis may open many directions toward deeper studies for messages on businessmen like: Culture of businessmen and Corporation culture on the mass media.

13. The thesis-related publicized works: None