Information on the thesis "The Problem of Specialized Media Audiences (A Survey of the Hanoi Audience)" by graduate student Vu Thi Ngoc Thu, majoring in Journalism.1. Student's Full Name: Vu Thi Ngoc Thu 2. Gender: Female 3. Date of Birth: May 20, 1986 4. Place of Birth: An Bai Town, Quynh Phu District, Thai Binh Province 5. Decision No. 1355/QD-XHNV-KH&SDH dated October 24, 2008, by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi 6. Changes during the training process: None 7. Thesis Title: The Issue of Specialized Media Audiences (Survey of Hanoi Audiences) 8. Major: Journalism; Code: 60.32.01 9. Scientific Advisor: Assoc. Prof. Dr. Vu Quang Hao – Faculty of Journalism and Communication – University of Social Sciences and Humanities 10. Summary of Thesis Results: - The public is increasingly selective in their needs regarding the scope and content of their media information. Due to increasing levels of knowledge and improved quality of life, the public has more opportunities and conditions to receive information from various sources. This forms the basis for the information reception process among different public groups in society to become more equitable. It also creates a change in public awareness regarding the selection, reception, and regulation of the level of influence and reaction to media messages. The public tends to seek two types of information: type 1 is breaking news that many people and the public are interested in, and type 2 is specialized information based on the needs, preferences, or occupations of each individual. - Specialized media channels play a role as the next step in the development of mass media. Information from mass media satisfies the requirement of "information needed to know," while information from specialized media channels satisfies the requirement of "information wanted to know." And it is this information that individuals want to know that will help them become "opinion leaders" in the field of information they are interested in. - The trend of specialized media channels, although still new to Vietnamese media, has shown strong development potential. Based on the survey results, the author of this thesis recommends conducting public surveys before and after the channels are broadcast. In addition, there are some recommendations to improve the quality of content and the effectiveness of information dissemination on the three channels InfoTV, O2TV, and VOV Traffic. 11. Practical application: This topic is based on the results of a public survey in Hanoi in July 2011; therefore, the results will help media professionals gain more information in assessing the needs and satisfaction levels of the public with specialized media channels. 12. Future research directions: Due to time constraints, the thesis has not expanded its investigation to include all existing specialized media channels in Hanoi, nor has it provided a deeper assessment of the impact of messages from these specialized media channels on the public. 13. Published works related to the thesis: None
INFORMATION ON MASTER'S THESIS
1. Full name: Vu Thi Ngoc Thu; 2. Sex: Female 3. Date of birth: May 20th 1986 4. Place of birth: An Bai Town – Quynh Phu – Thai Binh 5. Admission decision number: No. 1355/QD-XHNV-KH&SDH by the Rector of University of Social Sciences and Humanities, VNU Ha Noi, dated October 24th 2008 6. Changes in academic process: None 7. Official thesis title: Specific Issues on Public Communications (survey audience in Ha Noi) 8. Major: Journalism Studies 9. Code: 60.32.01 10. Supervisors: Asso.Prof. Vu Quang Hao, PhD - Faculty of Journalism and Communications - University of Social Sciences and Humanities, VNU Hanoi. 11. Summary of the findings of the thesis: - The public has received more and more explicit demand choices within the scope and content of their communications information. Due to living quality improvements and increasing knowledge of the public, people get more opportunities and conditions to receive information from many different sources that is basis for the information receiving process of public groups becoming more evenly. More, that also makes changes in public awareness for selecting, accepting or regulating levels of their own influence and reactions before communications messages. The public is tending to seek 2 types of information: Type 1: Hot news that is mostly interested by many public people. Type 2: Specific information is based on needs, preferences and occupations of each kind of the public. - Specific communications channels play a role as successive development steps of the mass communications. The information from mass media channels has satisfied requirements for need-to-know information while the information from specific communications channels has satisfied requirements for want-to-know information. For the reason, the want-to-know information helps individuals become “leaders of ideas” in the fields of information they concern about. - Trend of specific communications channels is quite new but strongly potential developing in Vietnam communications. According to the survey results, the thesis author expectedly recommends to take some public surveys before and after broadcasting of these channels. In additions, some recommendations to improve the information content quality and communication effectiveness of 3 channels InfoTV, O2TV and VOV Traffic have been given out in the thesis. 12. Practical applicability, if any: - This subject is based on the results of Hanoi public survey in July 2011, therefore, its results will help communications providers get more information to judge and evaluate the needs and satisfaction of the public for the specific communications channels. 13. Further research directions, if any: - Due to time limit of the research, the thesis has not widely yet in all available specific communications channels in Hanoi, and not more deeply evaluated the influence level of messages from specific communications channels upon on the public. 14. Thesis-related publications: N/A
