TTLV: The message about entrepreneurs in print media from a cultural perspective.

INFORMATION ABOUT THE MASTER'S THESIS

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 No. 2998/2013/QD-XHNV-SDH dated December 30, 2013, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, recognizing the graduate student.

6. Changes in the training process: None

7. Thesis title:The message about entrepreneurs in print media from a cultural perspective.

8. Major: Journalism Code: 60.32.01.01

9. Scientific supervisor:Assoc. Prof. Dr. Nguyen Thi Minh Thai, former Lecturer at the Faculty of Journalism and Communication - University of Social Sciences and Humanities - Vietnam National University, Hanoi

10. Summary of the thesis results:

Entrepreneurs are considered the vanguard, the shock troops on the economic front. Their contributions have helped brighten the face of Vietnam's economy. They have helped steer the nation away from falling behind the rest of the world. Therefore, entrepreneurs need more attention, especially in media coverage, to build their image and brand.

On the path to entrepreneurship and development, the press is an indispensable companion. It can be said that the press, including print media, acts as an extension connecting entrepreneurs to customers and the public. Messages about entrepreneurs in the press contribute to creating a lasting image and brand – that of entrepreneurs who dare to take risks to start businesses, are highly creative, hardworking, and socially responsible. From a cultural perspective, these are beautiful, captivating images that inspire and embody both spiritual and material values.

However, in reality, the portrayal of entrepreneurs in the press still has shortcomings and limitations that need to be addressed. These include the press sometimes excessively glorifying entrepreneurs to secure advertising contracts, writing articles on demand, and even harassment of entrepreneurs by the press…

To address the thesis topic:"The message about entrepreneurs in print media from a cultural perspective"Besides the introduction stating the reasons for choosing the topic, the history of research on the issue, the research objectives and content, the research subject and scope, the research methods, and the theoretical and practical significance of the topic, the thesis has 3 chapters, addressing the following issues:

In Chapter One - Overview of the Topic"The message about entrepreneurs in print media from a cultural perspective"The author focuses on the conceptual system of journalism, print media and its characteristics, the concept of communication, messaging, entrepreneurs, culture, and cultural perspectives. The changing views of the Party, policies, and laws of the State regarding entrepreneurs as the country undergoes reform and integration with the world have created fertile ground for the entrepreneurial force to thrive and develop strongly, making significant contributions to national development, generating the main source of revenue for the state budget, providing employment for the social workforce, and improving the quality of life. However, during this process, Vietnamese entrepreneurs have also revealed weaknesses and limitations, such as small-scale, opportunistic business practices, a lack of innovation and creativity due to a desire for safety and stability, and a limited sense of social responsibility.

The shift in the Party's perspective and the State's policies and laws regarding entrepreneurs has also led to a change in the media's portrayal of this group. The media now reports on entrepreneurs more extensively and from a more multifaceted perspective. Messages about entrepreneurs and businesses appear frequently every day across all media outlets, including print newspapers. From a cultural viewpoint, the message about entrepreneurs in print media can focus on key themes such as seizing business opportunities, taking risks, creativity and innovation, sustainable success, and social responsibility.

Chapter two of the thesis delves into surveying and evaluating the current state of messaging about entrepreneurs in print media from a cultural perspective across two magazines:Business Magazine– Business Forum Newspaper andSaigon Business MagazineThe Ho Chi Minh City Business Association's publications were released from June 2013 to December 2014. Through a survey of articles about entrepreneurs, the author of this thesis found that the messages about entrepreneurs focused on the content of messages about entrepreneurs from the perspective of seizing business opportunities, daring to accept risks, creativity and innovation, sustainable achievements, and social responsibility. From there, an assessment of the current state of messages about entrepreneurs in print media is made, focusing on two aspects: advantages and some limitations that need to be addressed. Specifically, the messages about entrepreneurs in print media in general, and in the two surveyed magazines in particular, are still predominantly praising entrepreneurs. There are not many articles that address the weaknesses of entrepreneurs that need to be overcome.

Chapter three of the thesis proposes several solutions to improve policy mechanisms for the development of entrepreneurs, highlighting the need for entrepreneurs to overcome limitations in order to reach global standards, and enhancing the skills and ethics of journalists. While the Party and State have shown considerable interest in entrepreneurs, many policy mechanisms have yet to be implemented effectively. There is inequality between state-owned and private enterprises, and harassment of entrepreneurs and businesses by various levels of government. While the majority of journalists today possess journalistic skills, writing about the message of entrepreneurs requires journalists to have a broad general knowledge base and a deep understanding of the State's policies regarding businesses and entrepreneurs. Empathy and understanding towards entrepreneurs in the context of the global economic crisis are also essential for producing high-quality, professional works and becoming trusted partners of the Vietnamese business community.

11. Practical applications:

With this topic, the thesis has contributed to supplementing and developing the theoretical system of messaging about entrepreneurs in print media today. By delving into a specific issue, it is"The message about entrepreneurs in print media from a cultural perspective"This thesis makes groundbreaking contributions to the statistical analysis, evaluation, commentary, and analysis of the topic of entrepreneurs. This will help lay the foundation for further research on entrepreneurs in the mass media, providing an additional source of information for researchers, regulatory bodies, and readers interested in the message about entrepreneurs.

12. Future research directions:

If circumstances permit, this thesis could also open up many avenues for further research on the issue of messaging about entrepreneurial 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