Thông tin về giới nghệ sĩ biểu diễn việt nam trên báo điện tử từ góc nhìn văn hóa việt (khảo sát trên các báo điện tử vietnamnet vn, ngoisao net, news zing vn giai đoạn từ năm 2014 2016) tt tiengs anh

MINISTRY OF EDUCATION
AND TRAINING

HO CHI MINH NATIONAL
ACADEMY OF POLITICS

ACADEMY OF JOURNALISM & COMMUNICATION

HOANG NGOC VINH HANH

THE INFORMATION ABOUT THE VIETNAMESE
PERFORMANCE ARTIST IN ONLINE NEWSPAPERS:
A PERSPECTIVE FROM VIETNAMESE CULTURE
(Research on Vietnamnet.vn, News.zing.vn, Ngoisao.net
period from 2014 to 2016)

Specialization: JOURNALISM
Code: 9320101

SUMMARY OF PHD DISSERTATION
IN JOURNALISIM

HANOI - 2019


The dissertation has been carried out at:
ACADEMY OF JOURNALISM & COMMUNICATION
HO CHI MINH NATIONAL ACADEMY OF POLITICS
Science supervisor: Assoc. Dr. Nguyen Thi Minh Thai

Reviewer 1: ..........................................

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Reviewer 2: ..........................................
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Reviewer 3: ............................................
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The dissertation will be defended at the Board of Examiners
of Academy of Journalism & Communication, Ho Chi Minh
National Academy of Politics, Hanoi……at……….on

The dissertation can be found at:
- The National Library of Vietnam
- The Library of Academy of Journalism & Communication


INTRODUCTION
1. Rationale:
In any country, mass media is in charge of communicating the national
culture. Belonging to the agricultural Eastern (which is different from industrial
Western), since being invaded by French colonialists, Vietnam has been
Westernized as an inevitable trend leading to conflicts that being called “tragedy
of development” by Dao Duy Anh. The mission of the modern Vietnamese media
is to communicate the development of Vietnamese culture according to the
perception of “tragedy of development”.
In the modern society, Vietnamese performers are a type of person as
well as a kind of cultural activities which express for the cultural exchange
between the East and the West. Recent years, besides spreading financial
autonomy in press agencies, there is a significant development of mass culture
as well as entertainment industry in Vietnam. Thus, Vietnamese performance

artist information has become outstanding news in online newspaper. Apart
from the undeniable effects, online newspapers have gradually exposed the
negative aspects when focus on exploiting artist’s scandals for purpose of
attracting the public. Many articles were condemned and considered as a lack
of media culture vision by the researchers and the public. Due to this situation,
Vietnamese performer information should be resolved by scientific researchs,
be accurately evaluated and criticized from the perspective of culture. If not,
this will lead to the negative influences on the development of Vietnamese
culture in the trend of global integration. There were many works referring to
Vietnamese performer information in the press, but there have been no studies
of this issue from a cultural perspective in digital age context. From that
urgency, the author chose the topic “The information about the Vietnamese
performance artist in online newspapers: a perspective from Vietnamese
culture” as a PHD graduation dissertation.
2. Research aims and objectives
2.1 Research aims
Systematize the theory of information, information on press, information
about Vietnamese performers in online newspapers. Apply theoretical on
practical information about Vietnamese performers to evaluate the quality of
information, indicating strengths and limitations. From that, proposing
solutions and effective communication models that help online newspaper to
get higher quality of Vietnamese performer information.
2.2 Research objectives:
- Overview of the related researchs to clarify the reaserched issues.
Using the results to make the premise of the dissertation’s study
- Clarifying the foundation concepts, the communication relationship
between Vietnamese culture and mass media as well as between Vietnamese


arts & culture and online newspapers; making specific contributions to theory

and approach in researching the issues raised in the dissertation;
- Analyzing and evaluating the practice of Vietnamese performer
information in online newspapers through some specific case studies.
- Analyzing the obtained results, making scientific recommendations,
pointing out urgent issues and proposing orientations and solutions to improve
Vietnamese performer information in online newspapers.
3. Research object and scope:
3.1 Research object
Research the issue of Vietnamese performer information on Vietnam
online newspaper early 21st century.
3.2 Research scope:
Online newspapers: Vietnamnet.vn, Ngoisao.net and News.zing.vn.
Focus on studying the artist who participate in modern performing arts and
associated with the cultural industry in three areas: music, film and fashion.
Survey period: from December 2014 to December 2016
4. Theoretical background and research methods
4.1 Theoretical background
- The dissertation is based on the epistemology of theoretical issues of
Marxism-Leninism; Ho Chi Minh’s thoughts about press and culture as well as
the role of press in developing Vietnamese culture;
- Applying the theory of "Vietnam's cultural value system" of Prof. Tran
Ngoc Them to build a Vietnamese cultural perspective.
- Applying the concept of "cultural hegemony" of Antonio Gramsci to
explain the development trends of artistic culture and information of artistic
culture (including performance artist) in the press.
- Applying the Stuart Hall’s Mass media model to analyze the involved
factors in the communication process;
- Applying research on "Ozone model" and "F factors" by Philip Kotler &
Hermawan Kartajaya Iwan Setiawan to analyze the role and influence of
Vietnamese performance artist (for both online newspaper and public) in the

modern communication.
- Applying the theory of "Mechanism of press to the public" by Assoc.
Nguyen Van Dung to assess the impact of newspapers on public
consciousness.
4.2 Research Methods
- Methods of analyzing text content
- Methods of researching documents
- Sociological survey methodology: The author distributed more than
500 questionnaires to online public to survey public’s opinion about the
information about Vietnamese performance artist in online newspaper;


- In-depth interview methods: The results of in-depth interviews
conducted with some leaders of The Ministry of Information and
Communication, leaders of online publishers and some reporters, editors…is
used to analyze articles and make the conclusions from the dissertation.
5. Research hypothesis
- (1): The information about Vietnamese performance artist which has
been appeared more and more in the press are vital informations of modern
Vietnamese social life. Characteristic of online newspaper have created a
dominant advantage in the information about Vietnamese performance artist.
- (2): Information about the Vietnamese performance artist in online
newspapers has partly fulfilled the task of cultural communication, however
the process of information arises non-value which negatively affects
Vietnamese culture.
- (3): The pressure of market economy, the phenomenon of
commercialization of newspapers makes the online newspaper lose its
orientation role which is an important reason leading to the non-value for
Vietnamese culture in the information about the Vietnamese performance
artist.

6. Scientific contributions of the dissertation
- Systematize and clarify the issue of the information about Vietnamese
performance artist on mass media from a cultural perspective;
- Establish the relationship between culture and the press; analyze this
relationship from a cultural perspective; build up an interdisciplinary research
between the press – culture and sociology;
- Provide positive solutions and communication model which ensure the
mission of the modern Vietnam press: communicate Vietnames culture in a
cultured way.
7. Dissertation structure
Chapter 1: Overview of the research situation of information about the
performane artist in the press
Chapter 2: Theoretical basis of Vietnamese cultural perspective and
information issues about the Vietnamese performance artist in online
newspapers
Chapter 3: The situation of the information about the Vietnamese
performance artist in vietnamnet.vn, news.zing.vn, ngoisao.net from a
perspective of Vietnamese culture
Chapter 4: Solutions for enhancing the quality of the information
about Vietnamese performance artist in online newspaper
CHAPTER 1:
OVERVIEW OF THE RESEARCH SITUATION OF INFORMATION
ABOUT THE PERFORMANCE ARTIST IN THE PRESS


1.1 Research the relationship between Vietnamese culture and the Vietnam
press
Most of Vietnamese cultural and journalists researchs have stated that: the
cultures and the press around the world are interrelated to each other. Not only a
cultural product, but the press also has the task of cultural communication.

However, the characteristics of the different culture will create different
characteristics of the press in each country. Therefore, it is necessary to study the
relationship between Vietnamese culture and the Vietnamese press to explain the
phenomenon of information on the Vietnam press, including the information about
Vietnamese performance artist.
1.2 Research the ralationship between Vietnamese artistic culture and the
Vietnam press
Many researchers have researched this relationships as well as the display
of artistic cultural information in the Press, such as: Dr.Huynh Van Tong with
“Vietnam press from its beginning to 1945”, Do Quang Hung with “History of
the Vietnam press 1865-1945”; Ta Ngoc Tan with “Theorical background of the
Press”; Tran Thi Nhu Quynh with the thesis “Research the disaster of the artistic
cultural information”… In general, the researchs are at general level, not to
mention the particular aspect of artistic culture as well as specific type of
journalism from a cultural perspective with strong changes in the digital age. This
is a suggestive study for the dissertation.
1.3 Research the information about Vietnamese performance artist in the
press
The Vietnamese performer artist that the dissertation referred to are associated with
the appearance and strongly development of the popular culture.
1.3.1 International doccuments which has studied the information about
performance artist in the press
+ The strongly criticized perspectives about mass media in the age of
cultural industry were shown by some researchers, such as: “Mass civilization and
Minority culture” - FR. Leavis; “The culture industry: Enlightenment as Mass
deception” - Max Horkheimer & Theodor; “The crisis in Culture” - Hannah
Arendt; “A theory of Mass Culture” – MacDonald…;
+ Some researchers have had more positive view about mass culture as
well as cultural industry in the mass media, namely: Raymond Wiliams – a
Birmingham school researcher; K.Tunner with “Mass media and Popular

culture”; Douglas Kellner with “Media Culture”; and a number of other
works, Eg: “Media, Culture & Society” – Collins (1986); “Journalism and
popular culture – Gripsrub (1992); Understanding media cultures - (Stevenson,
2002)…
+ In the 21st Century, Philip Kotler in his book “Marketing 4.0 – moving
from traditional to Digital” showed the relationship between enterprise - popular


culture and the media in the digital age; explain the appearance of celebrities in
modern media;
The studies have shown that: popular culture and the performance artist
are Western terms. They were created by the emergence and dramatically
development of modern media.
+ Focusing on the performance artist, many researchers have recognized
and analyzed this object as a phenomenon of the modern media, Eg: “The
Image: A Guide to Pseudo-Events in America” - Daniel Broostin,
“Understanding Celebrity - Graeme Turner, “Simulacra and Simulation, The
University of Michigan Press” - Jean Baurdrillard, “Celebrity Journalism:
navigating the Stars” - Nathan Farrrell, “Outrageous Invasions: Celebrities’s
Private Lives, Media, and the Law” - Robin Barnes; “Loss of Privacy the price
of fame for Celebs” - Jamie Berkovitz, “Do celebrities deserve privacy?” Benjamin SiuJocelyn Heng… These studies have been conducted in the
context of Western society, which is difficult to apply to Vietnam. However,
these are important suggestions to my dissertation.
1.3.2 Research the information about the Vietnamese performance artist in the
Vietnam online newspaper
In Vietnam, there were quite a lot of research on the information about
the Vietnamese performance artist in online newspaper from different aspects:
+ Book, dissertation, thesis, scientific works, research articles: “Vietnam
mass media culture in the context of market economy and globalization” –
Dang Thu Huong; the thesis of Le Thi Phuoc Thao; Graduation lecture of Vu

Thi Ngoc Nga; The thesis of Nguyen Thi Linh Co; Research articles: “The
celebrity phenomenon and its social function” – Nguyen Thu Giang; “Cultural
communication and communication culture” – Nguyen Thi Minh Thai…
+ Articles in newspapers, magazines: the articles have reflected the mind
and the critical viewpoints with the information about the Vietnamese
performance artist following private life, scandal, sensationalism…; showed
the cause that lead to the disaster works; from there, propose effective
solutions. Based on the studies mentioned above, this dissertation has built a
theoretical background for topic: “The information about the Vietnamese
performance artist in online newspaper: a perspective from Vietnamese
culture”
1.3.3 Research situation overview of the information about the Vietnamese
performance artist in the Vietnam press
The information about the Vietnamese performance artist in online
newspaper is a matter of timely research in Vietnam, but no breakthrough
results, unspecified, no inter-branch approach…to indicate the nature. This is
the space for dissertion researching, explaining and proposing effective
solutions.


Summary of chapter 1
The information about the performance artist is not a new issue. The
Vietnamese performance artist which was appeared in the Western cultural
exchange stage is the element that reflects the reception as well as the “tragedy
of development” in the global cultural integration.
There are quite a lot of studies on the information about the Vietnamese
performance in online newspaper from different views, however, there is no
in-depth reseach systematizating this issue from theory to the practice as well
as criticize this problem from the Vietnamese cultural perspective. This fact
sets a gap for my dissertation: research the information about the Vietnamese

performance artist from Vietnamese cultural perspective.
CHAPTER 2:
THEORETICAL BASIS OF VIETNAMESE CULTURAL
PERSPECTIVE AND INFORMATION ISSUES ABOUT THE
VIETNAMESE PERFORMANCE ARTIST IN ONLINE NEWSPAPER
2.1 Culture and Vietnamese cultural perspective
2.1.1 Culture
Culture is a human’s product. Culture is the behavior of people with
natural environment (eating, wearing, staying, traveling…) to creat material
cultural values, and behavior with the social environment (family, village,
nation…) to creat intangible cultural values. It should be based on the
Vietnamese culture to research the Vietnam press.
2.1.2 Vietnamese cultural perspective - perspective from Vietnamese cultural value
system
2.1.2.1 Value system and national cultural value system
2.1.2.1.1 Value system
“The value system is the entire value of an object in a defined spatial and
temporal context along with their network of relationships.” – Tran Ngoc Them.
2.1.2.1.2 National cultural value system
“The cultural value system of a nation consists of all the values that the
subject of that culture has accumulated, including many elements, both physical
and mental” – Tran Ngoc Them. Cultural value system contains the cultural
personality system and cultural identity (core subsystem in the cultural value
system, dominates the entire cultural value system).
2.1.2.2 Vietnamese cultural value system and Vietnamese cultural perspective
2.1.2.2.1 Traditional Vietnamese cultural value system
The formation and development of traditional Vietnamese cultural
values system should be considered in three contexts: cultural space, cultural
subjects and cultural time.

The space of Vietnamese culture: have been shaped on the cultural
space Asian. The close relationship with Asian and the unity in the diversity is
the basic of the fundamental distinction of Vietnamese culture.
The subject of Vietnamese culture: Prof Tran Quoc Vuong identified
the traditional Vietnamese culture by “three constants”: farmers – agriculture –
rural. When the featured farmer was invaded by Western culture, tragic
conflicts between traditional values of Vietnamese agricultural culture and the
novelties of Western culture have been appeared.
The time of Vietnamese culture: Vietnam has more than 4,000 years of
history, divided into 3 cultural classes (indigenous; interacting with China and
the region; interacting with the West). In response to these 3 cultural classes,
the traditional Vietnamese value system has experienced four fluctuations: (1)
From the indigenous cultural values system of Southeast Asia to the value
system influenced by Chinese culture. (2) From traditional cultural values in
the Eastern style to the value system influenced by Western culture. (3) From
the traditional cultural value system under colonial yoke to a system of values
influenced by socialist culture. (4) From the traditional cultural value system in
the process of socialism to the value system of the period of industrialization,
modernization and international integration.
From the consideration of cultural subjects, cultural spaces, cultural
times, Prof. Trần Ngọc Thêm pointed out the five most core values that make
up the original characteristics of traditional Vietnamese cultural identity: 1)
Village community, 2) Harmorny, 3) Interested in Yin factors, 4) Integrity, 5)
Flexibility.
2.1.2.2.1 Vietnamese cultural perspective
Vietnamese cultural perspective is a viewpoint based on the basic
characteristics of the Vietnamese cultural value system in the modern period.
On the way to industrialization and modernization, the traditional Vietnamese
cultural value system is strongly fluctuated with both the derivative

(consequential) and non-valuable (consequences) values created. Therefore,
many of the previous traditional cultural characteristics helped Vietnam build
and protect the country, but now it gradually reveals its limitations…
+ Village community
Derivative values (consequential): Spirit of the cross; Solidarity;
Gratitude (with grandparents, parents, ancestors, neighbors ...); Village
democracy... The non-value (consequences): The habit of relying on, relying
on; Reckless, envious; Narrow, selfish, sectarian disease (interest group);
Patient face, eager; Achievement obsession; The disease speaks ill behind the
back; Insensitive disease...
+ Interested in Yin factors:
Derivative values: Stable preference; Harmony and tolerance;
Emotional, sentimental; Poetic tendencies; Endurance, patience; Hospitality.


Non-values: passive, self-contained, conservative diseases; Slow disease,
vague; The disease is loose and lacks vision; The disease lacks bravery,
inferiority, weakness, weakness…
+ Harmorny:
Derivative values: cavalier; happy and optimistic; practical… Nonvalues: unclear, indecisive views; there is no righteous opinion…
+ Integrity and Flexibility:
Integrity: Derivative values are good coverage and good relations. The
non-values are: superficial, subjective, arrogant; Flexibility: Derivative values
are: Adaptability, adaptability; Ability to create, improvise. The non-values
are: Arbitrary, indifferent; The disease lacks a sense of law; cunning…
To exclude non-values, Prof. Trần Ngọc Thêm selected 15 elite values
that need to be supplemented and developed: Legal consciousness; Honesty
and frankness; Responsibility; Personal domains; Professionalism; Spirit of
cooperation and team work; Calculating fairness; Scientific; Democratic spirit;
Loyalty; Self-esteem; Analytical, clear; Principal; Spirit willing to resign; Dare

to risk. Combining preserved traditional values and elite values that need to be
added, Prof. Tran Ngoc Them stated that the five traditional cultural
characteristics tended to transform into four new features, namely: 1)
Community and society; 2) Positive harmony towards positive; 3) Modern
integrity; 4) Dynamics
Vietnamese cultural perspective is a perspective based on preserved
traditional values, new elite values are added and eliminates the non-value
generated in the integration process, aiming at four core characteristics of the
new Vietnamese cultural value system that Prof. Tran Ngoc Them has
researched and pointed out.
2.2 Performance artist and Vietnamese performance artist
2.2.1 Performance artist
Performance artist is an artist who performs works of art on the stage, on
screen, on television… as a bridge between the author and the public,
contributing to the propagation, preservation and development of valuable
works of art…Performance artist might be a singer, an actor, a musician, a
dancer…
2.2.2 The Vietnamese performance artist
The concept of "artist" appeared in Vietnam in the nineteenth century in
a culture of exchange with Western culture. During the two resistance wars
against France and the United States, this class of artists acts as cultural
revolutionaries and propagandists. Until Vietnam implemented the renovation
policy in 1986 to set the stage for market economy logic to resonate with the
idea of "cultural hegemony" and "mass culture" from the US, South Korea and
Japan ... coming to Vietnam, the new Vietnamese art culture is once again
strongly transformed. From here, Vietnam's cultural and artistic activities have


had a clear separation. A part that perseveres in pursuit of elite art, a division
toward mass culture. Gradually, Vietnam's entertainment industry was born

with the appearance of a series of performance artists as "stars". Online
newspapers are a bridge to connect performance artist to the public, helping
them commercialize art products.
2.3 Vietnamese press and Vietnamese cultural communication mission
The development of the Vietnam press reflects the changes of Vietnamese
cultural history. The tragedy of development which was born in the exchanges
between Vietnamese culture and Western culture also clearly communicated in the
Vietnam press, including issues of Vietnamese artistic culture as well as
Vietnamese performance artist...
2.4 Online newspaper and the issue of information about the Vietnamese
performance artist
2.4.1 Online newspaper
Online newspaper, which is in the form of a website and published on the
internet, is a type of press, using internet communication technology to convey
press information.
2.4.2 Press information and information in online newspaper
In Journalism, information which is a key tool for jounalists to fulfill
their goals, becomes a “bridge” between press and the public.
Multimedi capabilities, highly interactive, non-periodic, large archives
and easy to find information help online newspaper always be updated,
meeting all the public’s needs. However, online newspaper also face many
pressures, especially in the issue of ensuring the safety and accuracy of
information. Therefor, improving the quality, ensuring the accuracy of
information is the problem that the current online newspaper journalists pay
attention to.
2.4.3 The communication process models on communicating the Vietnamese
performance artist in online newspaper
There were many communication models created by researchers, such
as: Harold D. Laswell, Claude Shannon… Accordingly, communication
process requires the following factors: sender, message, channel, receiver,

feedback and noise. In which, although the receivers have ability to respond,
but the sender who is able to impose their views and thoughts on the receiver is
decisive.
The British sociologist – Stuart Hall proposed a new communication
model, given both the “coders” as well as the “decoders” the role of creating
meaning… In the book “Integrated Marketing communications”, Associate
Prof Truong Dinh Chien has introduced a complex communication model. In
this view, the sender is not just mass media (journalists, publishers…) but all
those who have the need and purpose of transmitting the message (maybe
business or celebrity). Even, by the dominance of the market economy, the


factors such as: business or celebs can overwhelm both journalists and
publishers in communication model, turning those into their media
intermediary. The combination between Hall’s communication model and the
Truong Dinh Chien’s complex communication model allows the dissertation to
outline the communication model about the Vietnamese performance artist in
online newspaper.
Image 2.1: The communication model of Stuart Hall

Source: Encoding/decoding – Stuart Hall
Image 2.2: Complex communication model

Source: Integrated Marketing communications
Image 2.3: Communication model about performance artist in online
newspapers


2.4.4 Performance artist – KOLs influence the information model
KOLs (Key opinion Leaders) - who have influence on the online

community, are widely known on a large scale, in which celebrity (including
performance artist) is the most influential group, has the highest reach level.
Philip Kotler offers an Ozone model that demonstrates the impact of
external factors on the public in the process of receiving information. In
particular, KOLs are one of the factors that create strong influences on the
psychology and decision of the public. This contributes to explaining the
dramatic change of the information model of the performance artist in the
current online newspaper, when the information process is affected by many
intermediary factors and information subjects are not unique journalist.
2.4.5 Pros and cons of online newspaper in the transmission of information
about the Vietnamese performance artist
Pros: updated information, non-periodical, information content is not
limited by capacity, multimedia, easily find and share information, interactivity
allows online public to easily respond, discuss and create exchange forums.
Cons: There are a lot of negative information when communicate about
the Vietnamese performance artist, thus easy to create nagative public opinion,
become tool communication of the performance artist.
2.4.6 The factors affecting the quality of information about the Vietnamese
performance artist in online newspaper
+ Communication globalization and social networks: The new media is
considered as “the fifth power”, creating great pressure for mainstream online
newspaper, leading to information which is produced hastily, unproven, and
degraded in quality.


+ Cultural globalization: This trend helps the culture of nations to be richer
and more diverse, but on the contrary, it suffers losses when it can not compete
with foreign cultural waves. This trend greatly affects the orientation of information
as well as the quality of information about the Vietnamese performance artist in
online newspaper.

+ High pressure from the market economy: The online newspaper
editorial offices face to great pressure for implementing financial automony.
The mechanism of financial automony affects the information quality and
content in online newspaper in general and information about the Vietnamese
performance artist in online newspaper in particular in both positive and
negative aspects.
2.5 Criteria for quality assessment of the information about the
Vietnamese performance artist in online newspaper
Based on the press mechanism of the press, the principles of media
culture in the modern era; distinct characteristics of online newspaper and
Vietnamese cultural perspective, the author provides criteria for assessing
information about Vietnamese performance artist in the online newspaper as
follows:
2.5.1 Content and formal criteria
The task of Vietnamese cultural communication must be ensured,
contributing to protecting the national cultural identity; Avoid pragmatism,
commercialization; Reflecting the good qualities of the Vietnamese
performance artist, at the same time based on the spirit of criticism, criticizing
the negative, the bad, the outrageous ambition, which against the Vietnam
customs; Towards the humanity, respect for people, suitable to Vietnamese
behavioral culture. The form of the information about the Vietnamese
performance artist must be presented according to the featured of online
newspaper, suitable to the online communication environment and th online
public’s habits; The form should facilitate the interacion of the online public
2.5.2 Criteria for awareness and capacity of journalists
The newspaper offices need to have clear orientation in information
about the Vietnamese performance artist, in accordance with the mission of
Vietnamese cultural communication; Journalists who write information articles
about the Vietnamese performance artist need to show their cultural
knowledge.

2.5.3 Criteria for public feedback and evaluation


Evaluate information about the Vietnamese performance artist in the
online newspaper based on the number of views, likes, comments, public
sharing, public reactions and assessments, awareness and cultural level of the
public when they receive information.
Summary of Chapter 2
Chapter 2 of the thesis systematized the concepts of: culture, online
newspapers, information on electronic newspapers ..., especially building the
basic theoretical framework of Vietnamese cultural values system and
Vietnamese cultural perspectives, about performance artise and Vietnamese
performance artist, as well as the information model of Vietnamese
performance artist in the online newspapers. Chapter 2 of the thesis also builds
criteria for assessing information about Vietnamese performance artist in the
online newspaper. This theory system is the scientific basis for recognizing and
analyzing the current situation of information about the Vietnamese
performance artist in the online newspaper in the scope of the thesis's survey…
Based on the theoretical framework of chapter 2, in chapter 3 of the
thesis, the author will study the status of information about the Vietnamese
performance artist from the Vietnamese cultural perspective in 3 online
newspapers: Vietnamnet.vn, News.zing. vn and Ngoisao.net in 3 years 2014,
2015, 2016.


CHAPTER 3:
THE SITUATION OF THE INFORMATION ABOUT THE
VIETNAMESE PERFORMANCE ARTIST IN VIETNAMNET.VN,
NEWS.ZING.VN, NGOISAO.NET FROM A PERSPECTIVE OF
VIETNAMESE CULTURE

3.1 Overview of the surveyed online newspaper
This section gives an overview of three surveyed online newspapers, namely
Vietnamnet.vn, News.zing.vn, Ngoisao.net concerning their establishment and
development.
3.2 Situation of organizing information about the Vietnamese performance
artist in Vietnamnet.vn, News.zing.vn, Ngoisao.net from a perspective of
Vietnamese culture
In order to have a comprehensive view, the author not only surveyed the
content of press works, but also surveyed the main factors involved in the process
of information about the Vietnamese performance artist, namely: online
newspapers, the Vietnamese performance artist and the public; relationship
between these factors. The survey will start from demand, to current status of
implementing information about the Vietnamese performance artist in the online
newspaper and public reactions; Evaluating information from the Vietnamese
cultural perspective and the criteria groups set out in chapter 2.
3.2.1 The public's need for information about Vietnamese performance artist
Online public is living in the mass cultural atmosphere và internet
connection. The higher living pressure, the more public’s demand for
entertainment information. The world of the performance artist is different, which
makes the public feel excited and relaxed. The servey’s results show that: with
the identity of the famers, Vietnamese public is fascinated by the behind the
scenes information rather than the information about their talent and artworks
3.2.2 Frequency of publication, content, form of displaying information about
the Vietnamese performance artist in the online newspapers
3.2.2.1 Frequency of publishing information about the Vietnamese performance
artist
The rate of information about the Vietnamese performance artist
overwhelms the rate of other news in the field of entertainment culture
information in all three serveyed online newspapers, account for over 70%.
The average publication frequency of daily news about the Vietnamese

performance artist is: VNN (10,5 - 11,3 articles), Zingnews (25,1 - 29,2
articles), Ngoisao (25,4 - 26 articles). The publisher clearly identifies the
attractiveness of performance artists to the public, therefore, the information
about the Vietnamese performance artist is considered as a strategy for online
newspapers to create their competitiveness.


3.2.2.2 Information content about the Vietnamese performance artist
+ The artistic cultural information is overwhelmed by entertainment
and backstage information: only about 10% of news refers to works or artistic
activities of performance artists, while approximately 90% of information
concerning behind the scenes stories.
+ The stories of marriage, family, affection of performance artists are
the most exploited contents in online newspapers, account for about 30-40% of
news. However, only approximately 20% become an example, building a
family cultural value for the Vietnamese public; nearly 80% exploiting
offensive information, adversely affecting the lifestyle and family culture of
the public ...
+ The information about fashion and property of the Vietnamese
performance artist: focusing on exploiting the content such as: costume
performances, buying luxury car and house. Because it only reflects the
phenomenon without a critical viewpoint, these articles contribute to the
distorted conception of artistic and artistic culture for the public.
+ The information about scandals and shocking statement of
performance artists focusing on exploiting darksides, negative information
(adultery, imitation, uncontrolled mouthpiece, coaxing colleagues…).
Although not suitable for Asian culture, this information made the public
curious and a need to read information. Therefore, very few news articles on
online newspapers take care of the learning, the way to start a business, the
progress and especially the cultural core of the Vietnamese performance artist.

3.2.2.3 The form of information about the Vietnamese performance artist
+ Using titles in the information about the performance artist: Most of
titless perform the characteristics of online newspaper: compact, short and
attractive. The titles capacity is from 1.5 to 2.5 lines, averaging about 12
words. Many tiltes are not related to content, just for purpose of the number of
views.
+ Using photos in the information about performance artists: Photo is
an advantage and used in very high content in the information about the
Vietnamese performance artist in online newspapers. 100% of serveyed
articles uses photos, mostly color photos. Most of articles use 2 or more photos
(over 60%). Most photos do not indicate the source. The number of portraits,
“hot” photos, negative photos, photos do not meet the standards of press
account for a high propotion.
+ Type of journalism used in the information about performance artists:
There are 6 types of journalism used regularly in the information about the
Vietnamese performance artist in online newspaper: news/phoo news, articles,
reports, reports - online exchanges, interviews, portraits, analysis... In which, the


most widely used type is articles; the least used genre is reports – online exchange
and analysis.
3.2.3 The relationship between the online newspaper, the Vietnamese
performance artist and the public in the information about the Vietnamese
performance artist
3.2.3.1 Follow the tastes of the public
By the pressure of financial autonomy, online newspapers are racing
to attract the public, which means attracting advertising contracts that
bring revenue to the editor.
+ Follow the trend of information and keywords
If a newspaper publishes a hot topic (often a scandal of a well-known

artist), which attracts a lot of public’ attention, make them read and comment,
then other newspapers also exlpoit this content. This situation is like a race that
follows the “trends”, “key words” synthesized by Google algorithms and can
attract the reader immediately in an intuitive way.
+ Using unofficial and uncontroll information sources, rumors
information
There are five main sources of information when communicate about the
Vietnamese performance artist: 1) Journalists exploit factual information; 2)
Provided by event organizers, entertainment companies, performance artists; 3)
Journalists exploit information from social networks; 4) Journalists collect or
re-publish information of other newspapers; 5) Collaborators (as experts,
researchers) send their articles to publishers. In which, information was
exploited by journalists (23%), expert’s articles (3%), other sources (70%).
3.2.3.2 Interactive relationship between online newspapers and the Vietnamese
performance artist
+ Performance artists use online newspaper as a power tool to build
up their fame
Many performance artists are gifted but they do not have enough talents
and skills to reach the peak of art. In the entertainment industry, the success of
"stars" is not determined by the talent but by the degree of popularity (often
measured by the media index). Consequently, the media (especially online
newspapers) are an important tool for performance artists to build publicity
and reach out to the public, contributing to their success or failure on the
"entertainment" market.
In the modern society, the entertainment industry is associated with the
reputation industry, the strategy of creating a "star" (including pa) is almost no
different from branding a product. Market economy has spawned an era of
marketing, self-promotion, where if the performance artists want to survive
they have to sell themselves, to "perform" everywhere, at all times, including

in the news for attracting the attention of the crowd, and online newspapers are
their most powerful tool. Performance artists wants to appear in newspapers
for two purposes: 1, They create themselves as an attractive brand that can
represent other brands; 2, Make personal communication to serve the interests
of their personal professionalism. However, many people pursue commercial
value and forget that they are artists in the Vietnamese cultural environment,
thus creating negative effects on the public. It is worrisome that many online
newspapers for economic benefits accept the compromise in information about
the Vietnamese performance artist, creating news that distorts the value of
Vietnamese culture.
+ Online newspapers are dominated by the Vietnamese
performance artist and enterprises in information about the Vietnamese
performance artist
Currently, many online newspapers have hand in hand with the KOLs to
get high "view" for their articles. Based on the "support" to get higher "view",
many publishers must accept the concession with "stars" and following their
arrangement. This means that the press no longer plays the role of informationoriented.
There is a trend of "collaboration" between online newspapers - KOLs
and businesses to increase the value and benefits for all three. Brands and
businesses connected to the press for publishing the information about the
Vietnamese performance artist as well as product and brand in online
newspapers, increasing the reliability, influence and spread for advertising.
Thus, there is a business link between the business - the Vietnamese
performance artist and online newspapers, which in fact is the "disguised
advertising". However, compared to direct advertising, it becomes much more
"moral" in the public eye. Remarkably, in this model, online newspapers are
just advertising tools for "stars" and businesses. This is a disturbing symptom
when the online newspaper loses its role of orientation and subjectivity in
communicating the Vietnamese culture.

3.2.4 The public’s feedback to the information about the Vietnamese
performance artist in online newspaper
3.2.4.1 Frequency and quantity of information
Frequency and quantity of information have a great influence in
attracting the public as well as the goal of "view" of online newspapers.
3.2.3.2 The content of information
According to survey results: Most of the online public said that the
propotion of behind-the-scenes information is too much more than art activity
information, and this is not appropriate. In addition, only 7% of the online
public felt that the information about the Vietnamese performance artist in


current online newspaper is suitable and have the cultural value, while 57%
rated inappropriate.
3.2.3.3 Using titles and photos
55.4% of the online public said that the titles are not appropriate; only
5.08% evaluated that titles were suitable. For photo usage, the online public
ratio of unsuitability rating was also higher than the appropriate rating, 32.2%
and 10.2% respectively. In particular, nearly 14% of the online public felt
offensive to the titles and used photos in current online newspapers and claimed
that it had negative effects.
3.2.3.4 The online public’s response to the Vietnamese performance artist
Regarding the level of identification: According to the survey: the
Vietnamese performance artist who has the higher the frequency of appearing
in online newspaper will be known by the more public. Thus, appearing in
newspapers is an effective way for the Vietnamese performance artist
advertising and spreading their private image & brand to the public.
The level of sympathy and attitude: There are three types of the
public’s responses to the Vietnamese performance artist when reading the
information about them in the press: 1) Advocacy (positive); 2) objection

(negative); 3) Other views (neutral or unrelated comment). About the articles
related to art, the number of "comments" is low but positive, while the articles
which exploit shocking information (adultery, scandal ...) have more
comments, but most of them are negative. Thus, a performance artist with high
communication index does not mean that they build a positive image in the
public’s mindset.
3.3 Evaluate the pros and cons of the information about the Vietnamese
performance artist in online newspapers
3.3.1 About the pros
3.3.1.1 Providing abundant information about artistic culture in general as
well as the Vietnamese performance artist in particular
81.7% of surveyed public have access to the information about the
Vietnamese performance artist through online newspapers. Online newspaper
not only reflects the diversity of the modern Vietnam performance artistic
activities, but also convey the elite of performance art through the information
about a new class of artists, new ideas and art products, from that, helping the
international integration of the Vietnam performance art in a comprehensive
way.
3.3.1.2 Reflecting the good image and quality of the Vietnamese performance
artist, contributing to building new cultural values; at the same time,
criticizing the non-culture in art activities as well as the life of Vietnamese
performance artist


The online newspaper encourages and honors the contributions and
talents of the the Vietnamese performance artist, evoking the fine cultural
tradition of the Vietnamese people, creating positive thinking for the public.
Critical articles not only point out the limitations and negative of the
Vietnamese performance artist but also give solutions for artists creating more
than high-value works of thought, morality and art for the public.

3.3.1.3 Creating leisure, entertainment for the online public
Survey the purpose of reading information about the Vietnamese
performance artist show that: 43% for entertainment purposes; 31% due to
their interest in the field of artistic culture; 18% as a "fan" of an artist; 8% for
other reasons. Thus, the public read information about the Vietnamese
performance artist for entertainment purposes accounted for a large proportion.
3.3.1.4 The information about the Vietnamese performance artist is a bridge
between the artist and the public
Thanks to updated information in the online newspaper, artists are
exposed to the public on a broad scale, from that help the public to recognize
them not only in terms of artistic activities but also in their life, their
relationships….
The cause of pros:
Because online newspapers have many advantages in information about
the Vietnamese performance artist; The newspaper offices pay attention to
improving the quality, innovating the forms of news articles, changing the
methods of operation, maintaining the categories, specializing in entertainment
culture, maintaining public connection with editors; The team of enthusiastic,
young journalists, hard to update new newspaper trends, quickly grasp the
trend of contemporary art.
3.3.2 About the cons
3.3.2.1 Restrictions on humanity and quality of information, lack of respect for
personal privacy, contrary to the rules of Vietnamese behavior
Most of articles about the Vietnamese performance artist on the current
online newspapers show the wrong view of journalists, exploiting too deep into
the story of shocking, stimulating the degradation of moral values in the
public, affecting the souls of youth in the bad way....
3.3.2.2 Not fulfilling the mission of Vietnamese cultural communication
Instead of recognizing the value of life, the elite of national culture,
many articles in the online newspaper today builds for young people a

misleading, more enjoyment than dedication....
3.3.2.3 Information is increasingly commercialized, losing direction


For commercial purposes, journalists are ready to provide any information
that the public likes: scandal, hot photos, love story ... regardless of the consequences
or negative effects that it can bring to both the the Vietnamese performance artist and
the recipient.
The cause of the cons:
Online newspapers have not yet identified and have not yet promoted
their Vietnamese cultural communication tasks; The pressure of financial
autonomy causes newspapers to be dominated by businesses; Many
journalists have a weak perspective, weak business, follow public tastes;
There is no training on this sensitive and specific topic; The management of
the authorities is still loose, incomprehensive, ineffective.
Summary of chaper 3
From the actual survey results, the author describes, analyzes, compares
and clarifies the real situation of information about the Vietnamese
performance artsit in the online newspaper through the aspects involved in the
information process: the online newspaper, the Vietnamese performance artist,
the public and the relationship between these factors. Based on Vietnamese
cultural perspective, quantitative and qualitative analysis, the thesis has shown
a vivid and diverse picture but no less complex of the process of information
about the Vietnamese performance artist in the online newspaper.
The advent of foreign culture has made the performance art in the
country has developed strongly in all areas: music, film, fashion ... And
newspapers (specially online newspaper) have the task of communication of
Vietnamese culture, promoting international cultural integration as well as
preserving Vietnamese cultural identity. However, the rapid development of
the market economy, the pressure of financial autonomy of the publishers

and the strong explosion of social networks ... has made the press’s role is
shaken. Newspapers are no longer the role of orientation, the "filter
membrane" culture when it must follow the tastes of the public, accept the
tabloid information about the Vietnamese performance artist; even become a
tool of the Vietnamese performance artist to give information about them.
Therefore, the information about the Vietnamese performance artist is
appearing more and more "disaster".


CHAPTER 4:
SOLUTIONS FOR ENHANCING THE QUALITY OF THE
INFORMATION ABOUT VIETNAMESE PERFORMANCE ARTISTS
IN ONLINE NEWSPAPER
4.1 The issue of the information about the Vietnamese performance artist in
online newspaper
4.1.1 The process of communicating the information about the Vietnamese
performance artist in online newspaper is a cultural process
Through the press, the right, the wrong, the progress, the integration, the
backward ... of Vietnamese artistic culture in general and the Vietnamese
performance artist in particular are pointed out. However, for many reasons, the good
original goals of the newspaper did not go right "trajectory" and receive the
consensus, advocacy from the public.
4.1.2 The issue of online newspaper
4.1.2.1 Professional level of journalists
The qualified journalists will create articles with positive social effects.
Unfortunately, in the process of communicating about the Vietnamese
performance artist in online newspaper today, many journalists have forgotten
their "mind" and lazy for their level.
4.1.2.2 Ethics of journalists
Because of the demands of the market economy, there are very

disturbing ways of doing journalism: focusing on sensational information and
forgetting the humanity. This made many artists feel uncomfortable with the
press, and the public feel offensive. .
4.1.2.3 Influences on the performance artist
What the press has not done is: praise too much leading to the damaging
of artists. But critize artists too much, thus made them feel hopeless. Both
praise and criticism are distorting the image of the artist in the public eyes.
4.1.2.4 Influences on the public
Many information about the Vietnamese performance artist exploit too
private life with headlines, content and photos without matching with the
Vietnamese custom, with Vietnamese language standard; harmful to the
community as well as the reader.
4.1.3 The issue of performance artists
4.1.3.1 Performance artist is a special service product
the process of creating art or creating a performance artist is different
from the process of producing common products and services, so performance
artist is a special service product. The ultimate goal of a service product is to
make a profit. But the ultimate goal of art and art person is to deepen the
experience of human existence.


4.1.3.2 Ethics and behavior of performance artist in the media and the impacts
on the public
The public knows performance artists base on their talent, more
understand and admire them according to the articles in the media. Of course,
more or less, they are influenced by the artworks, speechs, action or lifestyle of
performance artist.
4.1.3.3 Influence on traditional customs and traditional culture
The artist is to sum up all the values of works of art to convey to the
public. Therefore, positive or negative message depends heavily on the artist.

4.1.4 The issue of the online public
4.1.4.1 Taste, capacity for appraisal of the online public
In the entertainment industry, the key exchange factor is not money, but
the public. However, the taste and ability to enjoy information as well as the
artwork of a large section of the public are problematic.
4.1.4.2 Public awareness
At present, the general public is the majority, while the elite ones are
small.
4.1.4.3 Impact of the public on performance artist
The public understands that they "own" the "stars." Without the public,
there is no "star". So the crowd may be disappointed and angry when the "star"
does not live up to their expectations.
4.1.4.4 Formation of public feedback culture on information about performnce
artist in online newspapers
Public feedback indicates the level of their attention as well as attitudes
and behaviors when receiving information. Anyone can respond, and feedback
is also a cultural process, so cultural responding is a matter to be considered.
4.1.5 Management issues, legal policies for information about the Vietnamese
performance artist in online newspapers
The loosening of management has created the conditions for articles which
lack of journalism, lack of humanity was born. Most of the public believe that
need to have a separate law in the information about the Vietnamese performance
artist in online newspapers to manage this activity.
4.2 Solutions to improve the quality of information about the Vietnamese
performance artist in online newspapers
4.2.1 For online newspapers
4.2.1.1 Policy and law on information about the Vietnamese performance
artist in online newspapers
+ Renewing the leadership of the Party, the state management and
the law on information about performance artists in online newspapers:

The leadership of the Party, the law of the State for information activities about
the Vietnamese performance artist should be more specific by the practical
documents, decisions ....
+ Raising the awareness of the Party and State leaders on the
press’s task about communication of Vietnamese culture: Leaders of the
Party and the State need to have full and deep awareness and coordinate to
create a good condition for the press performing this task.
+ Strictly punish the wrong publishers, posting negative information
about performance artists: Need to raise the administrative sanction
framework to increase deterrence. With the publishers that have continuous
heavy violations, it is necessary to make a decision to close the door and
deprive the operation license.
4.2.1.2 Solution for online newspaper editorial board
a) Raising the quality of human resources of online newspapers
+ Leaders, editorial board should be trained to understand the
Vietnamese performance artistic activities as well as the life of performance
artists, from that having clear message orientation, command reporters to select
meaningful topics, both meet the needs of the public and bring the values of
professional, human and entertainment.
+ Journalists and editors: It is necessary to have people working in the
field of artistic culture in a professional manner. Reporters and editors should
be trained and fostered the basic knowledge to decode the Vietnamese culture.
b) Content and form of information
+ Content: actively exploit information; reduce the amount of
information about behind the scenes, scandal; Increase the content of artistic
activities, professional analysis.
+ Formal: Multilateralize the message form, enhance the type of indepth analytical articles.
c) Journalistic ethics: Journalists need to return to the traditional and

core values of journalism: the orientation, the humanity, and the sympathy as
well as sharing of writers with life and people.
4.2.2 For the Vietnamese performance artist
4.2.2.1 Renew the Party's perspective, the state management in arts and media
activities of the Vietnamese performance artist
The State should have the view of suggesting convenient legal corridors
for the development of artistic culture in the new period, suitable to the market
economy, but also need to have strict management policies and sanctions. It is
a deterrent for artists who go beyond limits, violate Vietnam’s customs and
traditional culture.
4.2.2.2 The approach to the press and the public of performance artists