Information on the thesis "Communication Issues of Four Intangible Cultural Heritage Sites of Vietnam Recognized by UNESCO: Hue Royal Court Music, Central Highlands Gong Culture Space, Quan Ho Folk Song, and Ca Tru Folk Song in Print and Online Newspapers (Survey of Tuoi Tre Newspaper, Ho Chi Minh City, Culture and Arts Magazine, Vietnamnet and Vnexpress from 2003 to 2009)" by graduate student Luong Thi Quynh Chi, majoring in Journalism.1. Student's Full Name: Luong Thi Quynh Chi 2. Gender: Female 3. Date of Birth: February 10, 1986 4. Place of Birth: Hanoi 5. Decision No. 1355/2008/QD-XHNV-KH&SDH, dated October 24, 2008, issued 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 communication of four intangible cultural heritages of Vietnam recognized by UNESCO: Hue Royal Court Music, the Gong Culture Space of the Central Highlands, Quan Ho folk singing, and Ca Tru folk singing in print and online newspapers (Survey of Tuoi Tre newspaper, Ho Chi Minh City, Culture and Arts Magazine, Vietnamnet and Vnexpress from 2003 to 2009) 8. Major: Journalism Code: 60.32.01 9. Staff Scientific supervisor: Assoc. Prof. Dr. Nguyen Thi Minh Thai (working at the Faculty of Journalism and Communication, University of Social Sciences and Humanities, Vietnam National University, Hanoi) 10. Summary of thesis results: This thesis studies the communication activities of four newspapers representing two types of media: print and online, regarding four intangible cultural heritage sites of Vietnam recognized by UNESCO. The thesis conducts surveys of three groups of the Hanoi public – those with many opportunities to access online newspapers: teachers, reporters, and office workers. Through this, the thesis draws the following basic conclusions: - The majority of the surveyed public rated the communication capabilities of online newspapers better than print newspapers. - Newspapers with a large readership were rated better in terms of communication effectiveness, even though the newspapers themselves did not have good communication. Vietnamnet and Tuoi Tre are two newspapers that have a more systematic and active approach to reporting on intangible cultural heritage, but the majority of respondents believe that Vnexpress is the most effective. - The four newspapers surveyed, although they have reported on intangible cultural heritage, have not been very effective because their communication activities are often interrupted, lacking continuity and coordination between media outlets. This means that the message reaching the public does not meet the media's expectations and affects the public's reception of the message. Therefore, it has not created public interest or sparked public attention to intangible cultural heritage. - In addition, from 2003 to 2009, the four newspapers have hardly changed their methods of reporting on cultural heritage in general and intangible cultural heritage in particular. Through studying four newspapers' communication efforts regarding intangible cultural heritage and the level of public interest in these heritages after the media coverage, this thesis draws some lessons learned and proposes methods to improve the effectiveness of media communication on cultural events in general. 11. Practical applications: - This can be applied to improve the effectiveness of media communication activities concerning cultural heritage in general and intangible cultural heritage in particular by media agencies. - Furthermore, the thesis aims to contribute to increasing the recognition of Vietnamese cultural heritage by UNESCO through media communication activities. This will lead to better and more effective protection and preservation of Vietnamese cultural heritage. 12. Further research directions: None 13. Published works related to the thesis: None
INFORMATION ON MASTER'S THESIS
1. Full name: Luong Thi Quynh Chi 2. Sex: Female 3. Date of Birth: February 10, 1986 4. Place of Birth: Hanoi 5. Admission decision number: 1355/2008/QD-XHNV-KH&SĐH, dated October 24, 2008 of the Headmaster of University of Social Sciences and Humanities, Vietnam National University, Hanoi 6. Changes in academic process: No 7. Official thesis title: The issue of communicating four Vietnamese intangible cultural heritages recognized by UNESCO: Hue Royal Court Music; Space of Gong Culture in the Central Highlands of Vietnam; Quan Ho; Ca Tru on Newspaper and Online Newspaper (Research on The Youth of Ho Chi Minh city Newspaper; Culture and Arts Magazine; Vietnamnet and Vnexpress for the period from 2003 to 2009) 8. Major: Journalism Studies. Code: 60.32.01 9. Supervisors: Associate Professor Dr Nguyen Thi Minh Thai (Working at the Faculty of Journalism and Communication, University of Social Sciences and Humanities, Hanoi National University) 10. Summary of the findings of the thesis: The thesis researches the communication activity of the four newspapers representing two types of journalism which are Newspaper and Online Newspaper on four Vietnamese intangible cultural heritages recognized by UNESCO. Survey was made on three groups of readers who are likely to have more opportunities in getting access to electronic press: Teachers; Journalists and Officers. Thereby, the thesis provides some basic conclusions as follows: The majority of people surveyed highly appreciate the Online Newspaper rather than Newspaper in communicating effect. Newspapers with more readers are better evaluated in communication effect even though they are not good at communicating themselves. Vietnamnet and The Youth are more academic and positive in promoting intangible cultural heritages. However, most of the people asked agreed that Vnexpress is the most effective journal in communication field. Although these four researched newspapers have helped promote the intangible cultural heritages, their communication methods have not been effective because of the uncontinuous activities and the lack of alignment among press agencies. Therefore, the message being sent to public may not meet exactly the communication subject's expectation and also, this affects the process of receiving message of the public. As the result, the public are not very interested in the intangible cultural heritages. In addition, for the period from 2003 to 2009, these four newspapers have made no change in their communication method on the cultural heritages in general and intangible cultural heritages in particular. Through the study of the four newspapers in communicating the intangible cultural heritages and the level of public's interest in the heritages after the communication process, the thesis also draws some lessons as well as methods on how to enhance the effectiveness of mass media communication on cultural events in general. 11. Practical applicability Applicable in enhancing communication effect on cultural heritages in general and intangible cultural heritages in particular of the press agencies. Also, the thesis wishes to promote the cultural heritages of Vietnam recognized by UNESCO through the media activities of the press agencies so that the Vietnam cultural heritages are protected and maintained properly and better. 12. Further research directions: Not yet 13. Thesis-related publications: None
