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 (Hanoi Audience Survey) 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 about the scope and content of their media information needs. Due to higher levels of understanding and improved quality of life, the public has more opportunities and conditions to receive information from various sources. This forms the basis for the process of information reception among different public groups in society to gradually become more uniform. It also creates a change in the public's awareness of choosing, receiving, or regulating the level of influence and their own reactions to media messages. The public tends to seek two types of information: type 1 is hot information that many people and public opinion 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 a stepping stone to the development of mass media. Information from mass media satisfies the need for information, while information from specialized media channels satisfies the desire for information. And it is this desired information that helps individuals become "opinion leaders" in the information areas they are interested in. - The trend of specialized media channels, although still new to Vietnamese media, has shown strong development potential. Based on survey results, the author of this thesis recommends conducting public surveys before and after a channel is broadcast. In addition, several recommendations are made 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 conducted in July 2011. Therefore, the results will provide media professionals with additional information to assess the needs and satisfaction levels of the public regarding specialized media channels. 12. Future Research Directions: Due to time constraints, the thesis has not expanded to include all existing specialized media channels in Hanoi, nor has it delved deeper into evaluating the impact of messages from these 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
