A STUDY ON WHAT FACTORS IN FACEBOOK MEDIA CONTENT RELATED TO SEX EDUCATION WILL ATTRACT USERS

Huynh Giang Nguyen; Thi Thuy Hien Nguyen; Thu Thao Vu; Dinh Huy Tran; Phuc Xuan Thy Nguyen; Nguyen Khanh Doan Bui; Ngoc Quynh Anh Vo

doi:10.17501/24246778.2023.7115

Authors

Nguyen Huynh 1Department of Multimedia Communications, FPT University, Ho Chi Minh Campus, Vietnam
Nguyen Thi Thuy Hien Department of Multimedia Communications, FPT University, Ho Chi Minh Campus, Vietnam
Vu Thu Thao Department of Multimedia Communications, FPT University, Ho Chi Minh Campus, Vietnam
Tran Dinh Huy Department of Multimedia Communications, FPT University, Ho Chi Minh Campus, Vietnam
Nguyen Phuc Xuan Thy Department of Multimedia Communications, FPT University, Ho Chi Minh Campus, Vietnam
Bui Nguyen Khanh Doan Department of Multimedia Communications, FPT University, Ho Chi Minh Campus, Vietnam
Vo Ngoc Quynh Anh Department of Multimedia Communications, FPT University, Ho Chi Minh Campus, Vietnam

DOI:

https://doi.org/10.17501/24246778.2023.7115

Keywords:

Facebook, media content, sex education, user engagement, Vietnam

Abstract

Social media is being used by more and more people to share and educate themselves on gender-related and sex-education-related topics. There is a large amount of research on the subject of sex education on Facebook and its impact on users, but such study in Vietnam’s context is still rare. The purpose of this study is to identify elements in Facebook media content connected to sex education that may appeal to Vietnamese users. We use persuasion theory, which offers characteristics that are employed when people have a desire to convince others and effectively communicate their message to readers and listeners, to accomplish that goal. In this study, a mixed methodology is used to gather and analyze data. First, we selected the Ushare - Wecare Facebook page, which was created by a group of University of Foreign Languages - Hanoi National University students, as one of the Facebook pages that disseminates information about Sex Education. By counting the number of times Ethos, Pathos, and Logos appeared in the posts we selected, content analysis may be used to determine how readers are drawn to material through the interaction of each post. According to the findings of our study, all three elements—ethos, logos, and pathos—are utilized in media content that deals with sex education, with logos and pathos being most frequently used in posts. As a result of our research, communicators can use data to create media material that is both engaging for consumers and imparts the necessary knowledge about sex education.

Downloads

Download data is not yet available.

References

Arthur Asa Berger (2011). Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches (4th ed.). SAGE

Alia' Jawad Almagsosi (MA Candidate), Khalida H.Alghezzy (PH.D) Asst.Prof (2020). PERSUASION IN MEDIA. Retrieved from <https://www.ijrssh.com/admin/upload/27%20Alia%20Jawad.pdf >

Am J Healthy Behav, 2010. How Sources of Sexual Information Relate to Adolescents’ Beliefs about Sex. Retrieved from <https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2860278 />

Ann Majchrzak, Samer Faraj, Gerald C. Kane, Bijan Azad. (2013). The Contradictory Influence of Social Media Affordances on Online Communal Knowledge Sharing. Journal of Computer-Mediated Communication, 38–55. doi:10.1111/jcc4.12030.

Brett & Kate McKay. (2011, March 16). Classical Rhetoric 101: The Five Canons of Rhetoric – Style. Retrieved from <https://www.artofmanliness.com/character/knowledge-of-men/classical-rhetoric-101-the-five-canons-of-rhetoric-style/>.

Burke K. A rhetoric of motives. Berkley: University of California Press; 1969. p. 72.

Dameria Sinaga and Melda Rumia Rosmery Simorangkir. (2021). Understanding Early Sex Education through Image Story Media. Retrieved from <http://repository.uki.ac.id/4893/1/UnderstandingEarlySexEducationthroughImageStoryMedia.pdf>.

De-Vries, L., Gensler, S., & Leeflang, P. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive marketing, 26, 83-91.

Delivery. Retrieved from <http://rhetoric.byu.edu/Canons/Delivery.htm>.

Emoji Review: Review and Rank Emojis. Retrieved from <https://www.reddit.com/r/EmojiReview/>.

Ethos, Logos and Pathos: The Structure of a Great Speech. Retrieved from <https://fs.blog/ethos-logos-pathos/>.

Fenwick McKelvey & Robert Hunt, 2019. Discoverability: Toward a Definition of Content Discovery Through Platforms. Retrieved from <https://journals.sagepub.com/doi/10.1177/2056305118819188>.

Howe Center. Rhetorical Analysis. Retrieved from<https://miamioh.edu/hcwe/handouts/rhetorical-analyses/index.html>.

Jusheng Yu. (2014). We Look for Social, Not Promotion: Brand Post Strategy, Consumer Emotions, and Engagement - A Case Study of the Facebook Brand Pages. Retrieved from <http://dl6.globalstf.org/index.php/jmc/article/view/287>.

Jonathan Crossfield (2016, December 14). Social Media: Is Your Content All Rhetoric? CCO magazine. Retrieved from <https://contentmarketinginstitute.com/2016/12/social-media-content-rhetoric/>.

Janice M.Irvine. (2004). Talk about Sex: Battles Over Sex Education in the United States. University of California Press: Los Angeles, Lon Don.

Koc-Michalska, K., Lilleker, D., Michalski, T., Gibson, R. and Zajac, J., 2021. Facebook affordances and citizen engagement during elections: European political parties and their benefit from online strategies? Journal of Information Technology and Politics, 18 (2), 180-193.

Kaplan, A., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53, 59—68.

Lara Varpio, 2018. Using rhetorical appeals to credibility, logic, and emotions to increase your persuasiveness. Retrieved from<https://link.springer.com/article/10.1007/s40037-018-0420-2>.

Lin&Utz, 2015. The emotional responses of browsing Facebook: Happiness, envy, and the role of tie strength. Retrieved from<https://www.sciencedirect.com/science/article/pii/S074756321500360X?via%3Dihub>.

Louie Sanlad, 2020. Roles of Social Media on Information Sites. Retrieved from<https://www.grin.com/document/516534>.

Logos, Ethos, Pathos, Kairos. Retrieved from<https://louisville.edu/writingcenter/for-students-1/handouts-and-resources/handouts-1/logos-ethos-pathos-kairos>.

Minh Ngoc Nguyen, 2022. Social media in Vietnam. Retrieved from<https://www.statista.com/topics/8182/social-media-in-vietnam/#topicHeader__wrapper>.

Minh Ngoc Nguyen, 2022. Main reasons for using social media among internet users in Vietnam in 3rd quarter 2021. Retrieved from<https://www.statista.com/statistics/1299983/vietnam-leading-reasons-for-using-social-networks/>.

Mitzi Morris. (2020). Four Different Writing Styles & When to Use Them in Content Marketing. Retrieved from<https://blog.digitalj2.com/different-styles-of-writing#:~:text=All%20writing%20boils%20down%20to,should%20be%20used%20in%20copywriting>.

N Döring. (2021). Sex Education on Social Media. Retrieved from <https://www.nicola-doering.de/wp-content/uploads/2021/03/Doring-2021_Sex_Education_on_Social_Media.pdf>.

Qiyu Bai, Qi Dan, Zhe Mu, Maokun Yang. (2019,15 October). A Systematic Review of Emoji: Current Research and Future Perspectives. Retrieved from <https://www.frontiersin.org/articles/10.3389/fpsyg.2019.02221/full>.

Robin E. Jensen (2017). Infertility. Tracing the History of a Transformative Term. Penn State University Press. Retrieved from<https://www.psupress.org/books/titles/978-0-271-07619-5.html#:~:text=Rhetoric%20of%20Medicine-,Robin%20E.,1870%E2%80%931924%20(2010).&text=The%202010%20Nobel%20Prize%20in,to%20English%20physiologist%20Robert%20G>.

Robin E. Jensen (November 1, 2010). Dirty Words: The Rhetoric of Public Sex Education, 1870-1924. Amazon. Retrieved from<https://www.amazon.com/Dirty-Words-Rhetoric-Education-1870-1924/dp/0252077660>.

Sander De Ridder, 2017. Social Media and Young People’s Sexualities: Values, Norms, and Battlegrounds. Retrieved from <https://journals.sagepub.com/eprint/hRjKgShE4SHWJDECMhXN/full>.

Simon Kemp, 2022. DIGITAL 2022: JULY GLOBAL STATSHOT REPORT. Retrieved from<https://datareportal.com/reports/digital-2022-july-global-statshot>.

StudioBinder. (2022). Kairos Definition and Meaning: Kairos Rhetoric Explained. Retrieved from <https://www.studiobinder.com/blog/kairos-definition-examples/>.

Student at University of Foreign Languages, Vietnam National University, Hanoi 2022, accessed 3 November 2022. Retrieved from<https://www.facebook.com/usharewecare.project>.

Thoi quen su dung mang xa hoi cua nguoi Viet Nam 2018. (2018). Retrieved from <https://www.brandsvietnam.com/congdong/topic/10074-Thoi-quen-su-dung-mang-xa-hoi-cua-nguoi-Viet-Nam-2018>.

Tiffany Mary Jones. (2011). Sexuality, Society and Learning. In Sex Education. Saving rhetorical children: sexuality education discourses from conservative to post-modern (pp. 369-387).

VIET NAM DUNG THU 7 THE GIOI VE SO NGUOI DUNG FACEBOOK. (July 6, 2017) Retrieved from<https://vnexpress.net/viet-nam-dung-thu-7-the-gioi-ve-so-nguoi-dung-facebook-3613979.html>.

Phong cách viết content khiến người đọc bị thu hút. (2011). Retrieved from

<https://webvocuc.com/blog/5-phong-cach-viet-content-khien-nguoi-doc.html>.