Proceedings of the World Conference on Media and Mass Communication

THE SUCCESSFUL APPLICATION OF AUGMENTED REALITY AND ITS IMPACT ON SELF-PRESENCE: AUGMENTED REALITY USAGE IN SNAPCHAT AND ITS IMPACT ON CONSUMERS

2023-03-28T02:18:12+0530

Despite their potential as interactive marketing tools, Augmented reality (AR) filters are frequently used as a social media feature that provides users with various visual effects. This study explores the audience's emotional responses to augmented reality (AR) while using Snapchat filters as a self-presence tool. It focuses on the user's interactions with Snapchat Face Lenses, especially how they choose one and behave when using it. The study adopted a quantitative method design to collect quantitative data from different Snapchat users by using a closed-ended survey instrument. The quantitative data was analysed descriptively using the mean and the standard deviation. The results revealed that depending on the underlying cause of AR filter usage, these uses might have both positive and negative consequences regards to curiosity and compatibility with users' contentment. Therefore, Specialists should include the necessary elements while creating the filters to give consumers enjoyable and exciting experiences, the chance to socialise, and access to new material. Finally, The study suggests further research to examine augmented reality filters on other social media sites to indicate whether the outcomes vary depending on the platform.

DEVELOPING CUSTOMISED COMPUTER SCIENCE COURSES FOR NON-MAJOR STUDENTS IN INFORMATICS, COMPUTER SCIENCE, OR MEDIA: A CASE STUDY ON HEALTH PSYCHOLOGISTS

2023-04-17T13:14:57+0530

Learning how to effectively communicate in our media-centered digital world is crucial for all professionals. However, it holds even greater importance for health professionals, given their primary objective of improving people's health. Therefore, it is imperative to dedicate significant effort to designing Computer Science (CS) courses that cater to the specific needs of these professionals, equipping them with the skills and capabilities of modern digital communication. Developing CS courses specifically tailored for non-CS majors is particularly significant, as it reduces the likelihood of failure. In this study, I aim to outline the process of identifying relevant directions and tools, and designing a comprehensive course plan that enables professionals to acquire the necessary CS skills. By pinpointing topics that are directly applicable to their future professions, the course will teach professionals how to effectively utilize and design digital systems. To conduct this research, the doctoral degree course "Informatics for the Psychology of Health" at the University of Cagliari has been selected as a case study. Using qualitative methods, I assessed the satisfaction levels and perceived usefulness of the course among students. Through this investigation, numerous valuable directions were identified, along with a concise collection of free and open-source tools that will provide students with the knowledge they require to independently create and design digital interactive media. By adopting this approach, courses tailored to professionals can be designed, effectively reducing high dropout and failure rates.

DIALOGUE OR MONOLOGUE: A STUDY ON PUBLIC PARTICIPATION IN URBAN IMAGE COMMUNICATION BASED ON SOCIAL MEDIA

2023-03-28T17:32:45+0530

The dialogue feature of social media has made it not only a vehicle for communicating the image of a city, but also the rising power of the public, opening new opportunities for the public to work with government agencies to promote the communication of a city's image. As the two main bodies of urban image communication, the communication between the public and government agencies through social media is strengthening. But does this active participation form a dialogue mechanism with government agencies and jointly promote the development of urban image communication, or is it just the public's monologue? Focusing on this issue, this study attempts to understand the impact of citizens' social media participation on the relationship between the subjects of urban image communication, and explores the mechanism for establishing a cooperative dialogue between the two subjects. This study mainly uses the qualitative research method of in-depth interview, combined with the observation method and using the city of Suzhou in Anhui Province as a case study. Based on interviews with public and government new media operators and managers in Suzhou and observations of their social media interactions, we found that the interactive dialogue between the public and government agencies is more convenient and in-depth than in the traditional media period, but no effective dialogue mechanism has been formed, public participation has not been fully valued by the government, and there is a problem of monologue. This study provides new ideas for the formation of a dialogue mechanism between the public and the government in city image communication, and explores the path to solve the monologue dilemma of public participation, to promote the improvement of the effectiveness of city image communication under communication participation and help urban development.

A MATTER OF TIME. AN ANALYSIS OF TIME TRAVEL IN THE MEDIA AND ITS POSSIBLE SOCIAL FUNCTION

2023-04-05T16:17:00+0530

Even in ancient cultures, temporal experience was represented and narrated in different ways. For centuries, time travel has captured the human imagination. Although the first modern story dates back to 1733, it was probably only with the publication of The Time Machine by Herbert G. Wells in 1895 that this subject became a popular theme, used as a main or background topic in literature and film, and later in tv series, comics, video games. Even in scientific papers, it quickly became a hotly debated topic. In short, for more than 100 years, time travel has continued to capture the public imagination and has become a mass topic. This paper uses desk research methodology, narratological and mediological approach to analyze about 1,500 fictional works on time travel. The analysis suggests a categorization of the works into different types of plots based on the prevailing movement through time, such as journeys into the future, into the past, anywhere and time loops. The study reveals that around 60% of the stories involve journeys into the past, with motives ranging from exploratory expeditions with a tourist or educational perspective to journeys aimed at solving personal or collective problems. The conclusion proposes hypotheses as to why time travel remains a popular topic in today’s imagination, and why this distinct predilection for backward movement emerges. It explores the potential relationship between the difficulty of imagining the future and society’s perception of the social contract, particularly during a time in history when trust in societal institutions is increasingly in question.

CULTURE VALUE AND EMOTIONAL APPEALS IN VIETNAMESE ADVERTISING

2023-04-22T21:52:10+0530

Emotional appeals have been proven to play an important role in advertising. In addition, many researchers have identified the influence of cultural background in the emotion-shaping process. As a result, advertisers have combined cultural and emotional appeals in their advertisements, using cultural values as the factor to evoke emotions of the audiences. Previous researchers have studied this model in both individualistic and collectivist cultures. However, research on this model in advertising in Vietnam - a collectivist culture - needs to be more extensive. This paper examines relevant case studies to strengthen the stand that advertisements intentionally made embracing Vietnamese cultural values have an emotional influence on the audiences. Content analysis was applied as a methodology in our research to demonstrate certain cultural factors’ influence on the emotions of ad viewers. Moreover, we examine the impact of advertising lyrics and images on consumers' emotional responses in the Vietnamese cultural context using particular case studies. The research’s scope would only show how the advertisers apply the cultural elements to audiences' emotions; any reaction measuring method would not be mentioned in this paper. Results showed that culture has an impact on the emotional component of advertising. In particular, Vietnam, a collectivist nation, had some cultural aspects, including patriotism, personal interdependence, and great consideration of social norms. Those influenced how specific emotions are evoked through advertising in Vietnam. In conclusion, relying on collectivist culture can elicit diverse emotional characteristics in Vietnamese advertising. These studies show that the above methodology can be used in practice and has some influence on the creation of advertising with a broad target audience since it focuses on the various and common emotions that the collectivist society elicits.

COLLECTIVIST CULTURE AND EMPATHY EVOCATION IN VIETNAMESE ADVERTISING

2023-04-22T21:42:07+0530

As advertisers found multiple methods to approach the audience to their advertisement, emotional appeal was one of the most popular ones. In addition, many studies have defined cultural factors' influence on emotional engagement in diverse cultures but little in collectivist cultures like Vietnam. In this paper, we examine how advertisers apply cultural elements to evoke emotional appeal in some popular Vietnam ads and how viewers could provoke empathy. Content analysis was employed as the primary research method in this study to demonstrate the impact of specific cultural characteristics on whether or not advertising elicits empathy in the audience. We have case studies with texts and pictures with cultural undertones that are thought to arouse viewers' empathy. The quantitative data was also collected via a sample survey for measurement and classification. The survey was conducted to examine how participants, who are 15-40 years old, and their emotions were affected by cultural advertising. Following the view of interdependently themed videos, each participant responded to a series of questions on their feelings about the corresponding advertising. The results showed that culture influences the emotional component of advertising. Vietnam, a collectivist country, possessed a high degree of empathy. The paper's results partly be used in practice, particularly in designing advertisements with a broad target audience in collectivist cultures.

IN-BETWEEN IDENTITIES: A COMPARATIVE ANALYSIS OF CULTURAL AND ETHNIC IDENTITY REPRESENTATIONS ON YOUTUBE VLOGS BY THE SECOND GENERATION OF VIETNAMESE DIASPORAS IN WESTERN COUNTRIES

2023-04-23T15:39:38+0530

The advent of the Internet and user-generated content (UGC) platforms such as YouTube has made it possible for users to access to online cultural products and cross-border online conversations. In YouTube video blogs (vlogs), anyone with a web access and basic video production can broadcast themselves as a virtual space for social connections, creative outlets or online journals of the users’ personal lives and experiences. While there is the list of influential diasporic Vietnamese YouTubers, whose videos are favored for the narratives about their in - between identities and cultural lives, little has been studied on how Vietnamese diasporic youth use YouTube vlog to express their cultural identity. By applying textual and discourse analysis to study both the production and reception of vlogs by popular diasporic Vietnamese vloggers, this paper finds that a vlog is both an online space for cultural distinctiveness expression and a conversational hub that these vloggers and their audience discuss their collective identity as diasporic young Vietnamese in Australia, Canada, and the USA. In other words, these vlogs are their antidote to the stereotypical portrayals of being a minority in multicultural, yet Western-dominant societies. The study also discovers the repetitively lack of seriousness in these vlogs when discussing issues of their cultural identity to cope with YouTube’s priority to provide entertainment and playful atmosphere. Implications from these findings will help to shed lights on the intersection between diasporicyouths’ agency of producing their own ethnic media and their participation in digital communication.

IMPACT OF SOCIAL MEDIA ON CRYPTOCURRENCY INVESTING DECISIONS – A BEHAVIORAL FINANCE PERSPECTIVE

2023-04-22T19:03:13+0530

In Vietnam, many people are investing in cryptocurrency due to the hype on social media and Bitcoin's rapid growth. However, new investors often lack the necessary financial knowledge and skills to make wise decisions during times of extreme market volatility. This is where Behavioral Finance comes in. This field of study examines how traders and investors expose themselves to cognitive biases, leading to inefficiencies and anomalies in financial markets. To better understand the behavior and decision-making processes of cryptocurrency investors on social media, this research paper will use data mining and text-based analysis along with behavioral finance theory. By analyzing tweets, on Twitter related to cryptocurrency using Orange 3, we hope to uncover how investors react to information they receive from their peers and the market in general. This will provide guidance and essential information to help investors make wiser decisions and avoid emotional investing behavior. The implications of our findings will be especially helpful for short-term investors who need to gain knowledge and skills to navigate the market. Our research will also show that the principles of cryptocurrency investing do not necessarily follow traditional finance principles.

THE GENERATION Z VIEW OF KEY OPINION LEADER REVIEWING FOOD ON TIKTOK PLATFORM IN VIETNAM

2023-04-22T18:55:05+0530

The study was carried out to scrutinize the perception of Gen Z based on the KOLs’ food review on Tiktok platform in Vietnam and FPT University students' perspective as an addition to this research. Most important, the research aims to help social media users become wiser in selecting and identifying useful information. 203 students from a private University in Vietnam provided the data. Content analysis for analyzing contents and 5-point Likert scale for making a survey were used throughout the study's execution, which took place between August 2022 and November 2022. According to research, TikTok content about food reviews influences Gen Z customers' purchase intentions in four different ways, all of which are favorable. These variables are information, entertainment, trust, and social connection and they all have favorable and unfavorable effects on the intention to make a decision about trying different dishes. In which the information component has the greatest influence on Gen Z consumers' intentions to make an online purchase and to try new foods. Based on the findings of the study, suggestions are provided to assist the students in having the right decisions made when it comes to absorbing new information and trying different types of meals in Vietnamese and some other cuisines.

DIGITAL STORYTELLING IN JOURNALISM EDUCATION: CHALLENGES AND POSSIBLE TRAJECTORIES FOR DEVELOPING ECONOMIES

2023-07-17T16:03:01+0530

The pervasiveness of digital technologies is resulting in myriad problems that must be constantly dealt with in journalism education. Although the problems posed by digital storytelling in journalism have been recorded, there are no significant solutions sought for developing economies. The study aims to develop a model of training for digital storytelling in journalism applicable to developing economies and struggling higher education institutions A qualitative integrative literature review of journal articles was conducted to identify and synthesise recurrent themes indicating the nature of the challenges faced. Most reiterated are inadequate new media and visualisation skills among both students and faculty and limited research on the understanding of visual knowledge representations, challenges of upholding journalism ethics amid information saturation, failure to adapt curricula to the rapid change in digital spaces, and access. The model
proposes using less expensive hardware tools available to students such as laptops, smartphones and freely available software to compose digital stories and edit the content to fit multiple channels. The model provides a guide for imparting basic digital storytelling skills in resource-constrained environments and adds to the body of knowledge in innovative digital storytelling in journalism. Importantly, the precipitous speed at which journalism is conducted and transformed requires innovative approaches to keep pace with the multimedia skills required.

THE ROLE OF MEDIA DURING TYPHOON SEASONS IN VIETNAM-IMPLICATIONS FOR EMERGENCY PREPAREDNESS, DISASTER RESPONSE AND DISASTER POLICY

2023-04-22T18:34:21+0530

The Vietnamese media is set up to report by frequently bringing up agenda items or events in an effort to sway the public, policymakers, and politicians. Policymakers and governments have subsequently made changes in policy to suit reality, especially the pressing public health issues of natural disasters. Agenda setting refers to the practice of setting the topics for public discourse through the mass media. The purposeful coverage of current events has a significant impact on agenda shaping in terms of how the public views public policies. The media also provides information to decision-makers, enabling them to gather facts and develop helpful policies and initiatives for society. It also provides answers to the queries raised by the general audience. In this study, the content and data of Vietnam's national television station VTV as well as two well-known domestic newspapers, namely Tuoi Tre and Thanh Nien newspapers, are analyzed using the processes of content analysis and agenda setting theory. Through an analysis of news and television about health and disaster management activities like preparedness, response, and recovery, this study aims to examine how the media gather and shape news to distribute and present it during the typhoon season in Central Vietnam in 2020 in order to determine whether progressive policies reported by the Vietnamese media are actually effective in disaster prevention. Our results, which demonstrate a compelling communication agenda, underline the media's significant contributions to social issues relating to disaster response and recovery. However, this study also shows that the media has not played its important role in protecting the public health of the affected people before, during, and after the disaster.

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

2023-04-22T15:36:09+0530

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.

CULTURE VALUE AND FAMILY CONNECTIONS IN VIETNAMESE ADVERTISING

2023-04-22T15:54:01+0530

Family connections were used in advertising. Numerous research has also uncovered the significance of cultural values and familial feelings in advertising. As a result, advertisers exploit a variety of cultural and familial links in their advertisements and rely on cultural values to arouse this feeling in viewers. Diverse cultures have explored this model. The use of this strategy in advertising in Vietnam, a collectivist country, has received little research, nevertheless. In order to support the idea that advertising that actively integrates Vietnamese cultural values has an effect on audiences' families, we looked at pertinent case studies. The study focuses on demonstrating how advertisers use cultural elements to sway the emotions of their target audiences. Content analysis is employed in our study to demonstrate the impact of cultural influences. Additionally, we evaluate how advertising pictures affect Vietnamese consumers' feelings about their families using real-world case studies. In particular, MV Di De Tro Ve seasons 1 and 5 were made to advertise Biti’s Hunter, and MV Di Ve Nha was made to advertise Honda. We will also look at the perspectives of university students on the relationship between cultural values and family connections in Vietnamese advertising. The acquired data were evaluated with SPSS utilizing descriptive analysis and reliability testing. The findings demonstrated the influence of culture on the advertisement's mood component. The use of collectivist culture in Vietnamese advertising can evoke family connections evoked by collectivist society. These studies show that the above methods can be used in practice and have an impact on advertising with a wide audience.

THE ROLES OF MUSIC IN RELEASING STRESS DURING COVID-19 LOCKDOWN IN VIETNAM: CASE OF VIETNAMESE YOUTH

2023-04-22T19:16:50+0530

When COVID-19 causes a lot of problems for people and society. College students experience varying difficulties and degrees of stress, and this period had a significant negative impact on their mental health. One of the best ways for students to reduce stress during confinement is through music. This study aims to examine how students assess their stress levels during COVID-19 and explores how they choose their music genre as well as cope with their stress problems. Online surveys using simple question formats are conducted. Participants are students of Ho Chi Minh City's FPT University and experienced the COVID-19 period in Vietnam. Both quantitative and qualitative methodologies were used to analyse the data. SPSS program were used to count, calculate the data recorded from the survey. The findings show that academic overload stress, isolation stress, and fear of contagion stress were three main stressors. The most of respondents’ experiences on the epidemic is very modest level of stress. The result shows that FPT students tend to listen to music when they are facing academic stress and find it really effective to increasing mood and have mentally recovered while they find that music is not quite effective to release other 2 type of stress. Pop and Ballad were the two most popular genres listened by FPT students to reduce stress during the lockdown.

A STUDY OF STUDENTS’ USING SOCIAL MEDIA BASED ON INFORMATION-SEEKING NEEDS AND ONLINE SOCIAL NETWORKING PREFERENCES

2023-04-22T18:16:40+0530

Social media has become an alternative source of information for Vietnamese people in recent years. Students reading Media and Communication (MC) at University use social media with a high frequency to partly fulfill requirements deriving from their courses’ projects. Meanwhile, students reading in other majors may use social media less than MC students. Differences in needs to fulfill courses’ requirements could be the reason for the high volume of use of social media by MC students. This raises the question of whether information-seeking needs could influence the use of social media networking sites as sources of preferences. However, there is a lack of studies on this phenomenon.

To explore this phenomenon, the study employs the social media use, individual variations in social media use for information seeking, and the theory of uses and gratifications. This is expected to demonstrate the difference between students of the same major selecting find out why students like that social network over other social platforms while choosing among Facebook and TikTok as platforms for information gathering. The process of teaching young people to use social media more deliberately will be aided by this study. The academic contribution is the behavior of young people using social networks in Vietnam.

THE POTENTIAL OF MUKBANG CONTENT ON YOUTUBE FOR THE CONNECTION BETWEEN KOREAN FOOD CULTURE AND VIETNAM YOUTH

2023-04-22T15:47:27+0530

The media's relentless efforts to promote one country's cuisine to other countries are immense. The mukbang (online dining) trend has recently become a strong trend in the media industry, more than food technology. According to the research, mukbang has the potential to promote the multinational culture that is now a promising national cuisine. This research paper tested using a combination of methods and identified prominent cultural factors that could be considered for inclusion in mukbang content that could be viewed by media, advertisers or countries. consider applying and expanding the research to put into practice the promotion of national culinary culture.

Previous studies of mukbang have, for the most part, pointed to the mental and physical health problems associated with watching mukbang as well as its effects on the human body. However, the preceding studies have not taken into account the trend's strong communicativeness as a promising form of advertising for the food industry, which is a country's culinary culture in its advertising. The study will examine the potential of this type of food through dishes of Vietnamese culinary culture appearing on Mukbang content and shown in Korea.

Through the method of analyzing content coming from mukbang videos posted by Koreans using dishes imbued with Vietnamese culinary culture, the study analyzes and considers the possibility of promoting Vietnamese culinary culture through this type. In addition, through quantitative methods and analysis using the SPSS platform, this advanced research paper examines the awareness of Vietnamese youth about this form of culinary culture promotion in the potential to promote and expand the culture of Vietnamese cuisine. National cuisine in other countries where it is intercultural.

According to the results of an experimental study using a combination of many research methods, it has been shown that at least 8 cultural factors are included in the current popular mukbang content and through the survey as well. The analysis of these factors contributes to increasing the influence of Korean culinary culture to reach foreign audiences, but here specifically Vietnam. The results can be seen as very promising because of the mukbang trend. has the potential to become a new form of advertising for the food industry in the media. When using mukbang content in combination with content promoting a country's culinary culture, there will be potential effects. This study also pioneers in examining the potential of this type of research and its application as a new form of advertising.Keywords: Mukbang, culture, media, youth, advertising.

ROLE OF SOCIAL MEDIA IN SHAPING MENTAL HEALTH: A DISCUSSION ON NEW MEDIA-EVOLUTION AS A DEPRESSION CONTROLLER AND REVENUE-EARNER

2023-07-19T12:35:11+0530

The constant comparison to others on social media can create a sense of inadequacy and dissatisfaction with one's own life, leading to a negative impact on mental health. Moreover, social media can also create a false sense of reality, where users showcase only the positive aspects of their lives, hiding the struggles and challenges they face. This can lead to the creation of unrealistic expectations and a distorted perception of reality, which can negatively affect one's mental health. While social media has its benefits, it is important to be mindful of its impact on our mental health. It is essential to use it in moderation and be aware of the negative effects it can have on our psychology. We should aim to maintain a balance between the virtual world and the real world, and strive to live a life that is authentic and true to ourselves, rather than one that is based on the illusions created on social media. Firstly, the impact of social media on mental health, including the issues of envy, comparison, and the creation of unrealistic expectations. Secondly, the potential revenue-generation aspect of social media through pay-per-click models, which can lead to the creation of mindless content and the exploitation of user attention. It is important to address both of these aspects and strive for a balance that promotes mental well-being while also utilizing the potential of social media for positive purposes. By being aware of the negative impacts and consciously working to mitigate them, we can create a healthier relationship with social media that benefits both individuals and society as a whole. This chapter analyses social media can provide a variety of benefits for individuals in the age bracket of 25 to 35, it is important to note that it should not be used as a replacement for professional mental health care. However, social media can be used as a tool to help individuals manage depression and improve their mental health in several ways.