TTLV: Building and developing an active audience in television programs.

Information about the thesis "Building and Developing an Active Audience in Television Programs" by graduate student Nguyen Thu Yen, majoring in Journalism.1. Student's Full Name: Nguyen Thu Yen 2. Gender: Female 3. Date of Birth: September 10, 1987 4. Place of Birth: Chua Hamlet, Tan Trieu Commune, Thanh Tri District, Hanoi 5. Decision No. 1528/QD-XHNV-KH&SDH, dated October 14, 2009, 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: Building and Developing an Active Audience in Television Programs 8. Major: Journalism Code: 60 32 01 9. Scientific Advisor: Dr. Ta Bich Loan – Head of the Youth Department, VTV6 – Vietnam Television Station. 10. Summary of the thesis results: - The thesis has synthesized and presented how communication impacts the public: + For communication, the more knowledgeable people are about a particular issue, the less they are influenced or have their opinions changed by a specific form of communication. + The effectiveness of communication depends on the educational level of the listener. People with higher educational levels are more influenced by two-way messages, while one-way messages influence those with lower educational levels more easily. + Two-way communication is more effective in the long run than one-way communication, when individuals are exposed to opposing arguments later, or when individuals are exposed to the viewpoint presented from the beginning. For example, although audience attitudes toward one-sided or two-sided arguments diminish after 4 to 6 weeks, those exposed to two-sided advertisements continue to show increased preference for the products. Therefore, two-sided advertisements are significantly more effective than one-sided advertisements in influencing consumer attitudes over time. + For those already convinced by the presented viewpoint, messages containing two-sided arguments are less effective than simply presenting arguments that align with the already accepted viewpoint. + For those with pre-existing positive attitudes (those who use the recommended products), one-sided messages are optimal. For audiences who initially disagree with the viewpoint presented in the message, two-sided communication is more advantageous. - Through sociological research and surveys, the following characteristics can be observed when evaluating the active audience of the "Vietnam Idol 2010" program: + Despite differences in geography, age, and social status, the audience was able to decipher and accept the program's communication messages. + The audience watched the program selectively, and this selectivity became even more stringent as they got older and had more stable social and economic status. This was especially true for working adults, who had more needs and wanted more fulfillment when watching television according to their purposes. + All viewers watched the program for some purpose, although entertainment accounted for the majority, while personal-related purposes accounted for only a modest percentage. However, the percentage of viewers with no specific purpose was quite small. + The younger the audience, the more comments they make about the program. They tend to want to change the program through thought rather than action, and they are more influenced by those around them. Conversely, the more financially independent and mature the audience, the more they think for themselves, are less influenced by those around them, and want to change the program through action rather than thought. + The program maintains a fairly strong and lasting connection with the audience through various means, which is something programs should strive for. - When analyzing whether the audience is proactive or not: we can see how to stimulate audience activity to the desired level, but within a framework that the program does not allow to exceed. 11. Practical applications: - To temporarily construct a research and analysis table on how audiences receive media messages, specifically in the "Vietnam Idol 2010" program. - To introduce methods to enhance audience engagement in television programs. 12. Future research directions: - Further research into current new communication theories, global media trends, and methods for decoding and receiving media messages by audiences. 13. Published works related to the thesis: - Essay "COMMUNICATION SOLUTIONS TO CHANGE PERSPECTIVES" - Student group: Mai Thanh Tú, Đàm Thu Hằng, Chu Hương Li, La Thị Yến, Trần Lệ Huyền, Vũ Thị Lan Anh. - Essay: “COMMUNICATION AND THE APPLICATION OF COMMUNICATION THEORY IN PRACTICAL ACTIVITIES” – Tran Dai Nghia – Journalism & Communication Academy student. - Article “STUART HALL'S THEORY OF ENCRYPTION AND DECODING” – Translated by M.Sc. Do Anh Duc, Faculty of Journalism & Communication, Hanoi University of Social Sciences and Humanities.