EFFECTS OF COME OUT SHOW ON GEN z’s ATTITUDE TOWARDS LGBT+ COMMUNITY AND RECOMMEDATIONS OF PRODUCING SHOWS FOR LGBT+ YOUTH

UNIVERSITY OF ECONOMICS HO CHI MINH CITY SCHOOL OF INTERNATIONAL BUSINESS - MARKETING EFFECTS OF COME OUT SHOW ON GEN Z’S ATTITUDE TOWARDS LGBT+ COMMUNITY AND RECOMMEDATIONS OF PRODUCING SHOWS FOR LGBT+ YOUTH Student: Major: Batch: Instructor: Dinh Thi Tuyet Mai International Business 44 MBA Duong Ngoc Hong HO CHI MINH CITY - October 2021 UNIVERSITY OF ECONOMICS HO CHI MINH CITY SCHOOL OF INTERNATIONAL BUSINESS - MARKETING EFFECTS OF COME OUT SHOW ON GEN Z’S ATTITUDE TOWARDS LGBT+ COMMUNITY AND RECOMMEDATIONS OF PRODUCING SHOWS FOR LGBT+ YOUTH Student: Major: Batch: Instructor: Dinh Thi Tuyet Mai International Business 44 MBA Duong Ngoc Hong HO CHI MINH CITY – October 2021 i ACKNOWLEDGEMENTS My thesis would not have been possible without the support of many people and organizations I would like to thank you, individuals, for teaching and guiding me for this semester, especially this hard time due to COVID-19 Still, I had an unforgettable time in my university life First and foremost, I acknowledge the guidance and support of my lecturer Mrs Duong Ngoc Hong who helped me a lot from figuring out the topic to the end of my study She always offers guidance and revisions immensely for us Thank you for your efforts in helping us to have a memorable pre-graduation time Second, I wish to express my sincere appreciation to MCV Corporation for giving me a helpful internship period At the time, I learned a lot not only about the knowledge or gaining hands-on experience, but also the attitude and the working style in a professional environment Besides, I would love to say the warmest thanks to my team In the data team, I had learned and improved significantly from the past through our internal and external training and helpful lessons, especially a big thanks to my supervisor Ms Hoang Lam who helped me a lot from the beginning Thank you for giving me an opportunity to work in one of the best media companies in Vietnam and many great lessons that you have taught me so far I indeed appreciate what you have done for me from the very first days Without your persistent help, the goal of this thesis would not have been realized Finally, I want to express my gratitude to the teachers in the School of International Business and Marketing at UEH Thank you for your understanding and the guidance for us to deal with our thesis during this pandemic period I would like to thank you again for all your efforts and support to get this thesis done successfully as well as for giving me a memorable experience Yours faithfully, HCMC - October 10th, 2021 Dinh Thi Tuyet Mai ii ENDORSEMENT My name is Dinh Thi Tuyet Mai - the author of the study “Effects of Come Out show on Gen Z’s attitude towards LGBT+ community and recommendations of producing shows for LGBT+ youth” The whole thesis below is my work I guarantee that all the contents are not copies Besides, all the contents would be listed in the references section if I took from any pages or websites I ensure that the results of the research are totally correct and processed by myself All data relating to the study had been enclosed with the names of the sources and the information written in the study had been allowed to use HCMC - October 10, 2021 Dinh Thi Tuyet Mai iii iv BẢNG ĐÁNH GIÁ KẾT QUẢ HỌC KỲ DOANH NGHIỆP CỦA GVHD TÊN SINH VIÊN: Đinh Thị Tuyết Mai MSSV: 31181021569 LỚP: DH44IBC01 ĐƠN VỊ THỰC TẬP: Công Ty Cổ Phần Tập Đồn MCV TIÊU CHÍ PHẦN 1: NHẬT KÝ THỤC TẬP Nội dung (thông tin chi tiết, cụ thể, bám sát trình thực tập, học rút ra…) Hình thức trình bày (hình thức trình bày theo quy định, cách thức trích dẫn, bố cục chuyên nghiệp…) ĐIỂM TỐI DA 15 10 PHẦN 2: KHÓA LUẬN TỐT NGHIỆP Nội dung (hiểu biết doanh nghiệp tốt, nội dung mang tính thực tiễn cao, phù hợp với chương trính đào tạo, tính logic, tính đầy đủ, tính sáng tạo xác định vấn đề xây dựng giải pháp…) Kỹ nghiên cứu độc lập (tìm kiếm tài liệu đầy đủ phù hợp, phân tích/đánh giá thơng tin, phương pháp nghiên cứu phù hợp, hoàn thành bám sát tiến độ kế hoạch…) Kỹ giải vấn đề (xác định vấn đề xác, xây dựng sở đề xuất phù hợp với chun mơn, xây dựng chi tiết hóa giải pháp mang tính thực tiễn khả thi…) Hình thức trình bày (văn phong rõ ràng, súc tích, khơng có lỗi ngữ pháp, văn phạm,trình bày theo quy định….) Thái độ, hành vi (chuyên nghiệp, trung thực, cầu tiến, quản trị thời gian, chủ động, tích cực…) 55 TỔNG ĐIỂM 70 25 10 10 5 Họ & tên GVHD: Chữ ký: GVHD CHẤM ĐIỂM Ngày: v EXECUTIVE SUMMARY Being known as one of the most successful content producers for LGBT+ shows in Vietnam, MCV has gained many compliments and support from the audiences with the shows for the LGBT+ community Come Out (CO) show is popular and has received much interest from the audiences The program has been successful in delivering humane messages to society However, it is difficult to measure and recognize the attitude change of Generation Z who accounts for a majority of the audiences, especially on online platforms In order to estimate the effects of the shows on Gen Z’s attitude change and define the factors that could implement for further shows The study has been conducted to determine the solutions for this issue Based on the research of the elements impacting the attitude change of the previous studies and the effects of LGBT+ culture in Vietnam, the author had used quantitative methodology to measure the cultural effects on sexual orientation and media effects, and the effects of media and sexual orientation on attitude change of Gen Zers This is a twostage model The research of the study has been surveyed on 200 Gen Zers who watched the CO show at least once and the results were processed by SPSS 26 Linear regression has been used to figure out the relationship between the factors After being processed, the results indicated that Vietnamese LGBT+ culture has no impact on sexual orientation, but has a significant influence on media effects However, all two factors, media effects, and sexual orientation have a huge influence on the attitude change of Gen Zers Aside from that, the study revealed other useful information, such as the proportion of target audiences' ages and the gender identification differences among them Also, the study came up with some recommendations such as producing sexual orientation programs to deliver proper information about the third gender or be an LGBT+ representative in the future which are to implement the culture of MCV and contribute value to society Figuring out the community value that CO had contributed to change society is a real meaning of the study vi TABLE OF CONTENTS Contents ACKNOWLEDGEMENTS i ENDORSEMENT ii EXECUTIVE SUMMARY v TABLE OF CONTENTS vi LIST OF TABLES ix LIST OF FIGURES x LIST OF ACRONYMS xi INTRODUCTION 1 Internship context 1.1 Reason for choosing MCV 1.2 Reason for choosing the topic Scopes of study Subjects of the study Method and procedure 4.1 Data collection 4.2 Data analysis Outline of the study Limitations of the study CHAPTER 1: ABOUT THE MCV CORP AND THE INTERNSHIP POSITION4 1.1 Company Overview 1.1.1 General Information of MCV 1.1.2 History and development of the company 1.1.3 Mission, Vision, and strategies of the company 1.1.4 Core Value and culture of the company 1.1.5 The TV shows of MCV Network 10 1.1.6 Organizational Structure of MCV 15 1.2 Introduction about the internship position 15 1.2.1 About data team in R&D department 15 1.2.2 Job description of a digital marketing intern in the data team (R&D department) 17 CHAPTER 2: THE EFFECTS OF COME OUT SHOW ON GEN Z ATTITUDES TOWARDS LGBT+ COMMUNITY 19 vii 2.1 About the Come Out Show 19 2.1.1 The audience insight 19 2.1.2 The message and some significant recognitions of the show 21 2.2 Literature Review 22 2.2.1 Social listening theory 22 2.2.2 Vietnamese LGBT+ Culture 23 2.2.3 Media effects 23 2.2.4 Sexual orientation 24 2.2.5 Attitudes towards LGBT+ 25 2.3 Research methodology 25 2.3.1 Purpose of study 25 2.3.2 Subjects of the study 26 2.3.3 Scope of the study 26 2.3.4 Conceptual framework 26 2.4 Quantitative Method 26 2.4.1 Data collection 26 2.4.2 Data analyzing method 27 2.4.3 Designed questionnaire 27 2.5 Result of the study 29 2.5.1 Sample description 29 2.5.2 Reliability analysis: 32 2.5.3 Factor analysis - EFA 33 2.5.4 Linear Regression 34 2.6 Conclusion 36 CHAPTER 3: RECOMMENDATIONS 38 3.1 The entertainment industry of TV Shows in Vietnam and the opportunities for MCV 38 3.1.1 The trend of entertainment programs in Vietnam 38 3.1.2 The opportunities for MCV 39 3.2 The recommendations of producing shows for LGBT+ youth 40 3.2.1 Having the variety of ages and gender of participants for CO show 40 3.2.2 Producing sexual orientation shows for Gen Zers 40 3.2.3 Utilizing the video displays for videos on the Facebook platform 40 3.3 The proposal for MCV to be an LGBT+ representative 41 viii 3.4 Marketing Strategy for MCV in the next years 41 3.4.1 Plans to be the top MCN in Vietnam 41 3.4.2 Implement more about digital transformation 42 3.5 Limitation of the study 42 CONCLUSION 44 REFERENCES 45 APPENDIX 1: INTERNSHIP REFLECTIVE JOURNAL APPENDIX 2: PLAGIARISM RESULTS APPENDIX 3: RESEARCH SURVEY FORM APPENDIX 4: SPSS RESULT Register for 19 videos of “Chuyen Dong 25h” Resolving disputes on Yeu La Cuoi? and Biet Doi X6 gates Filling in the AB testing with the Bar Text and the trailer testing Week 9: 4/10/2021 – 8/10/2021 Completing a daily Deeply understanding Skils: communication report for last Friday about the importance of and problem-solving registering copyright for skills Registering and the videos resolving conflicts for Monday Attitude: patient, 86 TikTok videos from Learning a memorable internal sources lesson when making a professional huge mistake when Register for 15 videos of registering the wrong “Chuyen Dong 25h” gates for news and the Resolving disputes on partner (Hau Giang TV) “Biet Doi X6”, “Yeu La dispute and report to the Cuoi?” gates manager Tuesday Day-off (the 2nd dose of vaccine) Wednesday Day-off (the 2nd dose of vaccine) Thursday Completing a daily Understanding and Digital Marketing report for Monday deeply absorb the knowledge in reality knowledge Registering and Communication skill resolving conflicts for and rewarding attitude 86 TikTok videos from internal sources Fast-learning ability Register for 15 videos of “Chuyen Dong 25h” Resolving disputes on “Biet Doi X6”, “Yeu La Cuoi?” gates Completing a daily Understanding the Skills: communication, report for Thursday consequence of the IT, and problem-solving weekly result of AB skill Registering and testing and how to resolving conflicts for implement it to have a Attitude: learn how to 62 TikTok videos from better performance be patient and calm internal sources down to deal with the problem Friday Filling the A/B testing result for trailer and Text Bar testing (weekly results and daily results) Resolving problems with HR departments Week 10: 11/10/2021 – 15/10/2021 Monday Completing a daily Learning how to Skills: IT (excel), report for last Friday registering external communication, timemanagement Attending a farewell videos faster by using meeting on Google tools and excel Meet Catching up with others to cover tasks for the absent Completing A/B Testing for pages Registering and resolving conflicts for 80 TikTok videos from internal sources and 76 videos of TikTok partners Completing a daily Learning about Skill: fast-learning, report for Monday community policy of time-management Facebook in order to Tuesday Registering and make the right decision resolving conflicts for for matching videos 68 TikTok videos from internal sources and 57 Learning self-study videos of TikTok document of Facebook partners about the last training Resolving disputes for matching videos Wednesday Completing a daily Learning about Skill: IT skill, report for Tuesday community guidelines Crowdtangle Registering and of Facebook and Knowledge: Creator resolving conflicts for TikTok Studio tool and 69 TikTok videos from Crowdtangle updates internal sources and 45 Understanding about the videos of TikTok importance of following partners the guidelines Resolving disputes for Being asked to promote matching videos to be the official staff for this position after the Discussing with the 3-month internship supervisor about the jobs and the career path in the future Completing a daily Understanding deeply Problem-solving skill report for Wednesday about matching videos when dealing to register and disputes on CT the wrong gate Registering and resolving conflicts for 49 TikTok videos from internal sources and 60 Thursday videos of TikTok partners Resolving disputes for matching videos Listing down the number of videos attaching the unknown sources of the YT partners Completing a daily Having the orientation Skill: communication, report for Wednesday for the career path and Excel, presentation, intentions for future interview and dealing Registering and Friday the salary resolving conflicts for Sharing about the 60 TikTok videos from difficulties and Knowledge: taxes and internal sources and 50 problems with the welfare policy for the videos of TikTok supervisors official staff at MCV partners Resolving disputes for matching videos Attending an interview for the official position with Ms Anh APPENDIX 2: PLAGIARISM RESULTS APPENDIX 3: RESEARCH SURVEY FORM Dear, This is Tuyet Mai I am currently a senior student at UEH and majoring in International Business At this time, I am doing research for my thesis I truly appreciate your taking the time to complete this form The survey below is to examine the effects of Come Out show This is a popular show of MCV – on Youtube platform It is just for those who watched this show at least once All your provided information will be kept confidential and for study purposes only Thanks again and stay safe! Section 1: Demographics How old are you? Have you ever watched Come Out show before? ☐ Yes ☐ No What is your Gender? ☐ Female ☐ Male What is your gender identity? Gender identity refers to each person’s deeply felt internal and individual experience of gender, which may or may not correspond with the sex assigned at birth ☐ Genderqueer ☐ Transgender male/man ☐ Transgender female/woman ☐ Cisgender male/man ☐ Cisgender Female/woman ☐ Prefer not to say What is your Sexual orientation? Sexual orientation refers to a person’s emotional, affectional and sexual attraction to…individuals of a different gender or the same gender or more than one gender ☐ Pansexual ☐ Heterosexual/Straight ☐ Gay/Lesbian ☐ Bisexual ☐ Asexual ☐ Prefer not to say Section 2: Survey Please tick to choose your agreement level to each statement below Strongly disagree Disagree Neutral Agree Strongly agree Vietnamese LGBT+ Culture I am open to people in LGBT+ community It is not weird to see I consider LGBT+ community to be normal in Vietnam Media Effects 5 After watching CO, I believe that LGBT+ community is just the norm CO gave me another view on LGBT+ community I just watched this show for entertainment CO gave me more information about the third gender Sexual Orientation CO helped me figure out where I fit CO gave me a chance to share my story CO helped me answer the question about myself I reflect on myself after watching CO I acknowledge more after watching CO show about LGBT+ community Attitude I will support if my family members come out The show made me feel loved I followed LGBT+ celebrities who have a huge influence on the community CO made me feel connected with LGBT+ people APPENDIX 4: SPSS RESULT Cronbach’s Alpha of Culture Reliability Statistics Cronbach's Alpha N of Items 845 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted C1 5.96 2.491 717 782 C2 6.05 2.229 690 813 C3 6.03 2.411 738 762 Cronbach’s Alpha of Media Reliability Statistics Cronbach's Alpha N of Items 819 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted M1 13.32 8.388 741 743 M2 13.51 9.296 672 768 M3 13.69 9.373 565 797 M4 13.49 8.563 735 746 M5 13.07 10.363 376 851 Cronbach’s Alpha of Sexual Orientation Reliability Statistics Cronbach's Alpha N of Items 853 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted S1 9.89 5.134 666 827 S2 9.90 5.487 711 809 S3 9.86 5.230 663 828 S4 9.69 5.182 750 791 Cronbach’s Alpha of Attitude Reliability Statistics Cronbach's Alpha N of Items 829 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted A1 8.99 4.326 676 776 A2 8.90 4.613 684 775 A3 8.77 4.751 579 818 A4 8.73 4.098 696 767 EFA Total Variance Explained Rotation Sums of Squared Initial Eigenvalues Factor Total % of Variance Extraction Sums of Squared Loadings Cumulative % Total % of Variance Cumulative % Loadingsa Total 3.973 26.486 26.486 3.604 24.025 24.025 3.155 3.856 25.705 52.191 3.465 23.099 47.124 2.944 1.686 11.243 63.433 1.297 8.649 55.773 2.820 1.151 7.672 71.105 801 5.340 61.113 2.900 627 4.183 75.288 581 3.875 79.163 483 3.219 82.382 451 3.009 85.391 430 2.866 88.257 10 393 2.623 90.880 11 323 2.151 93.031 12 300 2.001 95.032 13 276 1.843 96.875 14 252 1.679 98.553 15 217 1.447 100.000 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance Regression 3.1 Culture and Sexual Orientation Model Summary Model R Std Error of the Square Estimate R Square 093a Adjusted R 009 004 93588727 a Predictors: (Constant), Culture ANOVAa Model Sum of Squares Regression df Mean Square 1.503 1.503 Residual 173.425 198 876 Total 174.928 199 F 1.716 Sig .192b a Dependent Variable: Sex Orientation b Predictors: (Constant), Culture 3.2 Culture and Media Effects Model Summary Model R R Square 497a Adjusted R Std Error of the Square Estimate 247 244 81764915 a Predictors: (Constant), Culture ANOVAa Model Sum of Squares Regression df Mean Square 43.529 43.529 Residual 132.373 198 669 Total 175.902 199 a Dependent Variable: Media b Predictors: (Constant), Culture F 65.109 Sig .000b 3.3 Sexual Orientation, Media Effects and Attitude Model Summary Model R 679a R Square Adjusted R Std Error of the Square Estimate 461 455 68670656 a Predictors: (Constant), Media, Sex Orientation ANOVAa Model Sum of Squares df Mean Square Regression 79.354 39.677 Residual 92.898 197 472 172.253 199 Total a Dependent Variable: Attitude b Predictors: (Constant), Media, Sex Orientation F 84.139 Sig .000b ...UNIVERSITY OF ECONOMICS HO CHI MINH CITY SCHOOL OF INTERNATIONAL BUSINESS - MARKETING EFFECTS OF COME OUT SHOW ON GEN Z’S ATTITUDE TOWARDS LGBT+ COMMUNITY AND RECOMMEDATIONS OF PRODUCING SHOWS FOR LGBT+. .. Dinh Thi Tuyet Mai - the author of the study ? ?Effects of Come Out show on Gen Z’s attitude towards LGBT+ community and recommendations of producing shows for LGBT+ youth? ?? The whole thesis below... orientation stereotypes, and makes recommendations for producing shows for Vietnamese LGBT+ adolescents 26 2.3.2 Subjects of the study - The effects of CO show on Gen Z’s attitude towards LGBT+ community