Thesis information "Building and developing an active audience in television programs" by HVCH Nguyen Thu Yen, majoring in Journalism.1. Full name of student: Nguyen Thu Yen 2. Gender: Female 3. Date of birth: September 10, 1987 4. Place of birth: Chua hamlet, Tan Trieu, Thanh Tri, Hanoi 5. Decision to recognize student No.: 1528/QD-XHNV-KH&SĐH, dated October 14, 2009 by the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi 6. Changes in the training process: None 7. Thesis topic: Building and developing an active audience in television programs 8. Major: Journalism. Code: 60 32 01 9. Scientific supervisor: Dr. Ta Bich Loan - Head of Youth Department VTV6 - Vietnam Television 10. Summary of the results of the thesis: - The thesis has synthesized and presented the ways in which communication affects the public: + Regarding communication, the more people understand a certain issue, the less they are influenced or their views are changed by a particular form of communication. + The effectiveness of communication depends on the education level of the listener. People with higher education levels are more influenced by two-way messages, one-way messages influence people with lower education levels more easily. + Two-way communication is more effective in the long run than one-way communication, when individuals are exposed to subsequent opposing arguments, or when individuals are exposed to the views presented from the beginning. For example, although the effect of audience attitudes on one-sided and two-sided arguments diminished after 4 to 6 weeks, those exposed to two-sided advertisements continued to increase their preference for the products. Thus, two-sided advertisements were significantly more effective than one-sided advertisements in influencing consumer attitudes over time. + For those who were already persuaded by the presented viewpoint, messages containing two-sided arguments were less effective than those presenting arguments consistent with the already espoused viewpoint. + For those with a preexisting positive attitude (those who used the recommended products), one-sided messages were optimal. For those who were initially unfavorable to the viewpoint presented in the message, two-sided communications were superior. - Through research and sociological investigation, we have drawn out the characteristics when evaluating the active audience of the program "Vietnam Idol 2010": + Despite differences in geography, age, and social status, the audience can decode the communication messages from the program and receive them. + The audience watches the program selectively, this selection is more rigorous when you are older and have a more stable social and economic status. Especially those who work, they have more needs and want to be met more when watching television according to their purposes. + All audiences watch the program for a certain purpose, although entertainment purposes account for the majority, while personal purposes only account for a more modest proportion. But the proportion of viewers who watch for no purpose accounts for a fairly small number. + The younger the audience, the more they comment on the program, they want to change the program through thoughts rather than actions, and they are more influenced by those around them. On the contrary, the more economically independent and mature the audience is, the more they think for themselves, are less influenced by those around them, and want to change the program through actions rather than thoughts. + The program maintains a fairly strong and lasting connection with the audience through many ways, which is how the program should maintain. - When analyzing whether the audience is proactive or not: we can see how to stimulate the audience to be as proactive as we want, but must be proactive within a framework that the program does not allow to go beyond. 11. Practical applicability: - Temporarily build a research table, analyze the way the audience receives communication messages, specifically in the program "Vietnam Music Idol 2010" - Introduce ways to improve the audience's initiative in television programs. 12. Further research directions: - Further research on current new media theories, communication trends in the world, and ways to decode and receive communication messages by the audience. 13. Published works related to the thesis: - Essay "COMMUNICATION SOLUTIONS TO CHANGE VIEWPOINTS" - Student group: Mai Thanh Tu, Dam Thu Hang, Chu Huong Li, La Thi Yen, Tran Le Huyen, Vu Thi Lan Anh. - Essay: “COMMUNICATION AND APPLICATION OF COMMUNICATION THEORY IN PRACTICAL ACTIVITIES” – Tran Dai Nghia – Journalism & Propaganda Academy. - Article “STUART HALL’S THEORY OF ENCODING AND DECODING” – Translated by MSc. Do Anh Duc, Faculty of Journalism & Communication, University of Social Sciences and Humanities, Hanoi.
INFORMATION ON MASTER'S THESIS
1. Full name : Nguyen Thu Yen 2. Sex: Female 3. Date of birth: September 10, 1987 4. Place of birth: Ha Noi city 5. Admission decision number: 1528/QD-XHNV-KH&SĐH, Dated October 14, 2009 6. Changes in academic process: No change 7. Official thesis title: “Construction and development active audiences in television program” 8. Major: Journalism 9. Code: 60 32 01 10. Supervisors: Dr. Ta Bich Loan – A chief of VTV6 – The channel for youth of Vietnam television 11. Summary of the findings of the thesis: - This thesis shows the way media effects to audiences: + The more knowledge about something, the less effective of changing ideas + The effect of media is based on the level of audience's education. The highly educated people are less effective by two – side message, and one – side message is easy to effect on the lower people. + Two – side message is more effective than one – side message. + When someone agrees with ideas, they choose one – side message, instead of two – side message. - Through research, thesis shows some conclusions when author analyzes program “Viet Nam Idol 2010” + Despite of different ages, jobs, social position, audiences can encode media message. + Audiences choose what TV program they watch and the more ages and the higher social position, the more choice audiences choose what TV program they watch. + All of audiences watch this TV program or that for some purposes. + The less audience's ages have, the more comments they give about the program. And they want to change the program by thinking instead of activities. + This program keeps linking to audiences a long time. - Analysis how to active audiences: we can know how to improve active audiences in programming. 12. Practical applicability: - Design a research questions to analyze on how to get the audience's media message, for example program “Viet Nam Idol 2010”. - Show how to improve active audiences in TV programs. 13. Further research directions: - Research more about new media theory, trends of media nowadays, and the way of decoding and encoding of audiences. 14. Thesis-related publications: - Thesis “The media solution to change ideas” – authors: “Mai Thanh Tu, Dam Thu Hang, Chu Huong Li, La Thi Yen, Tran Le Huyen, Vu Thi Lan Anh”. - Thesis “The media and use media theories in life” – author Tran Dai Nghia - The article “Decode and encode theory of STUART HALL” – author Do Anh Duc – the Journalism and media department – The university of social sciences and humanities
