Theo TrIn Huu Quang 2006, truyin thong dup'e chia ra thanh 3 loai: 1 Truyin thong lien ea nhan interpersonal communication'^' truyen dat thong tin giO-a ngudi nay vdi ngudi khac; 2 Truye
Trang 1MOI TRLfONG VA B | £ N D O I KHi HAU
MO HiNH TRUYEN THONG DUA VAO CONG D P N G TRONG B 6 | C A N H BliN DpI K H I HAU:
LY THUYET VA NGHIEN CU'U
v o DAO CHI NGUYiN NGQC DlElVI
Sal viit trinh bay khai quit cac ca sa ly thuyet cua truyen thong dira vao cong ding, bao gim cic khai nigm, phan ioal, lich sir hinh thanh, cac npi dung ca ban, nguyen tic hoat dpng va mo hinh truyin thong dwa vao c0ng dong Be lam ro han cac van di tren, dac bi$t trong boi canh irng pho VO'l bien dpi khi hau, bai viit da tong quan tinh hinh nghien cwu vi truyen thcng dwa vap cpng ding tren the gidi va Vipt Nam trong cic tinh vwc lien quan din phat triin nhw y te, giio due, v.v., trong do, van di irng phd vai biin doi khi hau ia noi dung quan trong
1 K H A I N I E M CO BAN v e MO HiNH
TRUYfN T H O N G
"Md hinh" (model) xet v l nghTa rpng "la
mdt dai dipn he thing eiia mpt doi tuang
Vo Dao Chi Thac sT Trung tam Nghien cuu
Moi trifdng Vi^n Khoa hpc Xa hgi vung Nam
B9
Nguyen Ngoc Diem Thpc sT Trung tam
Nghien ciru Moi trudng Vien Khoa hoc Xa hpi
VLing Nam Bo
B^i viet la mpt phan ket qua De tai cap Bp
2013-2014: Nghien ciru mo hinh truyin thdng
di/a vao cic nhdm cdng chiing thich irng bien
dii khi hiu & ven bien Ddng bing sdng Ciru
Long, Chii nhiem' Nguyen Ngoc Diem, Pham
Ngpc Dinh: chii tri: V i i n Khoa hpc Xa hfii vung
Nam Bp
hope sy kien trong hinh thirc iy tudng hda va triru tup'ng" (Mortensen, 1972), bing each "dan gian hda hipn thye, chpn lya cac yeu t6, va ehi ra cac moi quan he" (McQuail va Windahl, 1989) Khai niem "truyen thdng" (eommunicaticn) eo nguIn g l c tir tilng Latinh la communicare
cd nghTa la "tap ra eai chung" (Weekley,
1967, tr 338) hay "chia se" va dupe hieu nhu la "sy trao d l i thdng tin cd lien quan
d i n hanh vi irng xCr" (Ruben, 1984) hope theo mdt each hieu d i y dii han "la sy truyin tai thdng tin, y tudng, thai dd, cam xiie tir ngydi/nhdm nay sang ngydi/ nhdm khac chu y l u thdng qua cac bieu tupng/k)/ hipu" (Theodorson va Theodorepn,
Trang 21969) 6" d?ing do-n gian, thong tin ducc
truyen tir ngudi giri tdi ngudi nh^n 6"
dang phiec tap han, cac thong tin trao doi
lien k i t ngudi gipi va ngudi nhpn Theo
TrIn Huu Quang (2006), truyin thong
dup'e chia ra thanh 3 loai: (1) Truyin
thong lien ea nhan (interpersonal
communication)'^' (truyen dat thong tin
giO-a ngudi nay vdi ngudi khac); (2)
Truyen thong tap t h i (truyin thong trong
ngi bd mgt cc quan, mpt eong ty, mpt t l
chipc doan t h i , hay mgt nhom xa hgi nao
do); (3) Truyen thong dpi ehung'^' (mass
communication), truyin dat thong tin mgt
each rpng rai den mpi ngudi trong xa hoi
thong qua cac phuong tien truyin thong
dpi ehiing nhu bao chi, phat thanh,
truyen hinh Nhu vay, mo hinh truyin
thong CO t h i dugc hilu la eae hinh anh
dup'e dan gian hoa tir hien thuc, chira
dung eae y l u t l cc ban trong hoat dpng
ehuyen tai, trao doi thong tin
2 P H A N LOAI M O HiNH TRUYEN THONG
Cae md hinh truyen thong ey t h i da
dup'e nhieu hpe gia tren the gidi nghien
ciru, phan tich, va phae hga tiiy theo
muc tieu nhat dinh, dua tren cae hoan
canh va dieu kien nhlt djnh Caeh phSn
loai cac md hinh truyen thong pho biln
hipn nay la chia cac mo hinh thanh 4
nhom: (1) md hinh truyin thong c l diln;
(2) mo hinh truyin thdng tuyin tinh; (3)
mo hinh truyin thong phi tuyen tinh; va (4)
mo hinh da ehieu
Cae m6 hinh truyin thong eo dien
(Classical communication models): Aristotle
dup'e xem la ngudi dua ra djnh nghTa
dau tien v l truyin thong, theo do,
giai md hinh truyen thdng qua 4 giai doan ehinh: sang tao (invention), s i p xIp (arrangement), kilu (style), va phat bieu (deliver) IVI6 hinh nay tiep tue dupe phat triln bdi hpc gia ngudi La Ma Quintilian, lly ngudi noi lam trung tam (Aristotle's speaker-centered model), tiep theo Kinnevay da phat triln mo hinh eiia su chirng minh (Aristotle's model of proof)
- Cac mo hinh truyen thong tuyIn tinh (linear communication models): M6 hinh nay dae trung bdi cdng thirc noi tilng eua Harold D Lassweli la "Ai, noi cai gi, bang kenh nao, cho ai, va c6 hipu qua gi?" ("Who says what in which channel to
whom with what effect?" (Tran Hwu
Quang, 2006, tr 14) Mo hinh da liet ke mpt s i yeu t l ehinh bao gom ngudi phat tin, ngudi nhan va kenh thong tin Qua trinh truyin thong trong mo hinh nay la
dudng thing (linear) Tir mo hinh ca ban
nay, nhilu md hinh truyen thong tuyen tinh da ra del va phat triln nhu Mo hinh toan hoe Shannon va Weaver (Shannon and Weaver Mathematical Model, 1949),
Mo hinh tuang tae cua Schramm (Schramm's Interactive Model, 1954), Mo hinh C-R'^' eua Berio (Berio's S-M-C-R Model, 1960), v.v Mo hinh ciia Shannon va Weaver ducc gpi la "me eua eac mo hinh" (Woods va Hollnagel, 2005), t h i hien y tudng bao gom cac y l u to: nguon thong tin, tin nhln, may phat, tin hipu, kenh, tieng on, thu, dilm den thong tin, xae s u i t l i i , ma hoa, giai ma,
t i c dp thong tin, dung lup'ng kenh, v.v Gidi hgn ciia quan niem nay la tinh chit tuyIn tinh mot chilu tir doi tup'ng phat tin den d l i tup'ng nhan tin, chinh vi vay,
Trang 3tin d vj tri thu ddng
- Cac md hinh truyin thdng phi tuyIn
tinh (Non-linear models): Dai dien cho
nhom md hinh nay cd the ke d i n ia md
hinh dudng xoan l e eiia Dance (Dance's
Helical Spiral, 1967), va md hinh khai
niem eiia Westley va Maclean (Westley
and Maclean's Conceptual Model, 1957),
v.v Md hinh xoln I c la mot qua trinh
phat triln vdi xu hudng ludn ludn quay
vao ben trong cho phep hpe tap, tang
trudng va kham pha, trong khi dd, md
hinh khai niem lai quan tam d i n su phan
hli, ITnh vyc thudc v l cam giac, moi
tuang tac phi nhi phan (tren hai ngydi)
va nhieu niit dilm khae nhau chang han
truyin thdng lien ca nhan va truyen
thdng dua vao md hinh dai chung gian
tilp (mass mediated communication)
Cae md hinh da chilu (Multidimensional
Models) Dpi dien cho nhdm md hinh nay
la md hinh chirc nang ciia Ruesch va
Batesen (Ruesch and Bateson's
Functional Model, 1951), va md hinh
giao djeh ciia Bamlund (Barnlund's
Transactional Model, 1970) bilu diln
qua trinh thdng tin lien lac thye hipn
dong thdi d 4 elp do phan tich, bao gom:
cap 1: qua trinh lien ea nhan ca ban: cap
2: giira cac ca nhan nhung tap trung vac
su chdng cheo ciia kinh nghiem ciia hai
ehii the tuang tac: cap 3: tuang tae
nhdm bao gom nhilu ngudi; va cap 4:
moi quan he giiia trinh dp van hpa (cap 4)
cua eac nhdm doi tuang Mdi cap dp ciia
hpat ddng cung bae gom b i n chire nang
giao tilp: danh gia, girl, nhpn, va kenh
Mdt so nghien ciru v l md hinh tuang ty
vdi md hinh chire nang bae gem md hinh
Carroll (1955), Fearing (1953), Mysak
(1970), Osgood (1954), and Peterson (1958)'"'(Mortensen, 1972)
3 MO HiNH TRUYfeN THONG DUA
VAO CONG 0 6 N G 3.1 B I I eanh hinh thanh Trude nam 1990, cae md hinh truyen thdng truyin thing dupe nhin nhan kha dan gian, dan chilu tir tren xuong Co
t h i k l d i n la md hinh eiia Aristete
(384-322 BC), lasvi/ell (1948), Claude Shannon (1949) Trong giai doan nay, truyin thdng v i n phuc vu eho muc dieh phi biln kiln thire va thuylt phuc ngudi nghe nhu mpt doi tyang thu ddng tilp nhan (Figueroa, Kincaid va cdng sy, 2002) Giai dean 1960-1970 la thdi ky thing tri eiia truyin thdng dai chiing xuat phat tif sy anh hydng manh me cua cac
ky thupt hien dai Truyin thdng trong thdi
ky nay da co gang xae dinh va phan tich eac y l u t l xa hdi va tam ly duae eho la nguyen nhan ciia hien tuang "phan irng lai" hoac viec that bai ciia nhom doi tuang nghien ciru khi thue hien truyin thdng Tuy nhien, ngydi tiep nhan thdng tin (hay ngydi dyac hudng Ipi) d vi tri thu dpng ehju anh hudng bdi md hinh truyen thdng tuyIn tinh va ngudi ta tap trung phat then phuang lien truyin thdng dai chiing nhy radio, saeh, bao, v.v Dien hinh eho truyin thdng trong thdi ky nay
la Schramm (1954), lerner (1958), Rogers (1976), va tat ea d i u nhan manh vai trd ciia md hinh truyin thdng dai chiing vdi niem tin ehiing ed kha nang thay d l i ehinh trj va xa hpi, phuc vu ehe mue tieu phat triln Nhin ehung, eae md hinh treng thdi ky nay dua tren viec truyin tai thdng tin d i n ngydi nhan la chinh (sender-oriented communication
Trang 4model) (Genilo, 2006) Cudi thap nien
1970 d i n thap nien 1980 la thdi ky danh
dau sy ra ddi eua quan nipm phat triln
ben vCVng Trudng phai truyin thdng
ph^t trien hinh thanh, ma thep Silvip
Waisbord (2011), xult phat tir eae
chuang trinh vi0n trp' sau chiln tranh tai
cac nude d Chau A, Chau My La Tinh,
Chau Phi, nai sinh song ciia phan ldn
cae edng dong dan cu ngheo va d i bj
ton thuang, dac bipt quan tam d i n ITnh
vyc ndng nghipp (phat trien eae eac edng
dong sinh song tai dd d eae khia canh
kinh t l , giao due, y te, mdi trudng, v.v.)
Phyc vu eho mgc tidu phat triln ben
vtrng, quan diem truyin thdng phat t n l n
(development communicatien) dupe djnh
nghTa la "sy tieh hpp eae thdng tin ehien
lype treng d y an phat triln" (Worid Bank,
2004) vdi mi,ie tieu khdng nhung la pho
biln thdng tin, cai thi$n va nang cao giao
due va nhan thire, ma cdn lam thay doi
hanh vi (Mezammel, va Schechter, 2005)
Cae nha thye hanh theo trydng phai nay
da chuyen hydng tap trung vao chiln luac
taiyen thdng ed sy tham gia cua edng
dong va mang tinh phan quyen (decentraleed
and participation communication strategy)
(Genilo, 2006) Tuy nhien, khd khan
ehinh la lam the nao cae cpng ding dja
phyang tham gia vao truyin thdng d cap
c a s d
Cull thap nien 1980 la giai dean ma xu
hudng t i l p epn dya vao epng dong biit
dau dydc phat triln (community-based
approach) va duac irng dyng d nhiing
ITnh vyc khae nhau, trong do ed ITnh vyc
truyin thdng Vao nhii'ng nam 1990s,
eac nha nghien ciru khoa hpc da eo gang
triln dya tren ddi thoai so vdi ddc thepi,
t i l p can theo chieu ngang (horizontal approach) so vdi chia se thdng tin theo chilu dpc (vertical approach), cd sy tham gia binh dang, quyln sd hu'u dja phyang, trao quyen va thay d l i xa hdi sp vdi each t i l p can thdng tin ca nhan thg dpng Dpng iye ehe sy tim kilm nay xuat phat tir sy khdng thda man ngay cang tang ciia md hinh tuyIn tinh truyin thong,
da tao sy ehuyen hudng rd ret Sy thay doi di tir quan niem xem khan gia la eae
ca nhan den nhin nhan khan gia la eac nhdm xa hpi, tif quan niem tap trung vao
sy tae dpng ciia phyang tien truyen thdng len doi tuang tilp nhan da ehuyen hydng quan tam han den mli quan he giira eac nhdm tilp nhan thdng tin, gia tang sy hilu bilt l l n nhau (Kincaid, 1979, 1988), va d i n sy hpi tu trong mang ludi truyin thdng
Thdi gian nay, mdt so ehuang trinh ve cpng d i n g da dat dupe thanh cdng nhat djnh nhu eua Farquhar (1978), Farquhar, Maceoby va Solomon (1984), Gaskell va Joerges (1987), Keating, Love, Oliver, Peach va Flynn (1985), Nutbeam va Catford (1987), Olsen va Cluett (1982), Puska, Salonen, Tuomilehto, Nissinen va Kettke (1983); it nhat tinh hieu qua cd
t h i thay duge tif qua trinh truyin thdng lien ca nhan (Mieneke W.H Weenig, 1991)
3.2 Npi dung eiia truyen thdng dya vao epng dong
Hien nay v i n chya cd mdt djnh nghTa ehinh thire v l "truyin thdng dua vao epng ding", tuy nhien, od t h i khai quat hda dya tren quan niem truyin thdng va
Trang 5cpng dpng"
Met trong cac khai niem duac dua ra
sdm nhat la ciia Marie Drolet Ba che
rang "hudng tilp can dua vao cpng
ddng" la "thi hien mli quan tam d l i vdi
cpng dong khi chiing ta cung cap mot
hoae nhilu djch vu hoac ean thidp vac
hoat dpng ciia cdng ddng nham muc
dieh d l san xuat va thay ddi xa hoi
(Crciet, 1986) Theo ba, su quan tam dd
t h i hien d ba c l p dp: gia dinh/lang giing,
cac nhdm td chirc xa hpi, chinh phii,
tuang irng vdi ba cap dp cua mpt ca
nhan tuang tae xa hpi B l sung vao luan
diem tren, mdt so dinh nghTa da t h i hien
ro quan diem sy tham gia ciia edng dong
la lieu thule ca ban d l tao nen sy thanh
cdng ciia mdt chuang trinh/du an truyin
thdng: "Mdt each de iam vipe trong quan
he doi tae vdi nhirng ngudi quan tam
trong suit vong ddi chuang trinh thue
hien Quan niem nay nhan ra kha nang
phuc h l i , nang lye, ky nang va nguon iuc
ciia nhdm ngudi quan tam, xay dyng
tren dd d l eung e l p giai phap bao ve va
h i tra eac muc tieu rieng ciia chinh
cpng ding" (The United Natipns High
Commissioner for Refugees, 2008)
Nguyen tac nay dong nhat vdi quan niem
ciia trydng phai truyin thdng phat triln
la xda bd cae rao can de hydng tdi xa
hoi cong bang "cd sy tham gia" han
(Waisbord, 2001), va thay d l i xa hpi
bang vipe irng dgng cdng nghe va quy
trinh truyen thdng (Wilkins, 2000) Thee
Morris, truyen thdng nay bi chi phii bdi 2
md hinh y tydng ehinh: phan tan''^' va ed
sy tham gia'"' (Tdm tat tir Morris, 2005)
Mac dii cd ve nhu md hinh phan tan trai
ngupc vdi md hinh tham gia, tuy nhien
khi xem xet d gdc dp t i l p can "dua vac epng dong", hai md hinh nay v i n co the
bd sung ehe nhau khi qua trinh tham gia eiia epng dong tao nen eae phan hoi eg
t h i eiia dja phuang phue vg cho nguIn thdng tin dau vao ciia md hinh phan tan Khdng nhung dya vao cdng dong, Arvind Singhal (2001) edn eho rang, truyin thdng cd sy tham gia nen "thiic d i y cong dong" (community-driven) va dua ra 6 thuoc tinh''' (Singhal, 2001) Md hinh truyin thdng cd sy tham gia dua vao epng ding (Community-Based Participatory Communication - CBPC) khdng tap trung qua nhieu vac viee phan tan va p h i biln thdng tin, ma tap trung vdo viec xay dyng Idng tin, m l i quan he trao ddi, trao quyln cho eae ea nhan va eong ddng, xay dung quylt djnh dua tren sy hap tac
va tin tudng i l n nhau Met dilm eIn nhan manh trong CBPC la vai trd va vi tri ciia eac thanh vien hay cdn duac xem la cac "diln vien" tham gia, d i u binh dang Nhin Chung, CBPC iing hd viec phan d p
va dan chii, vdi quan dilm diln giai (interpretative), t i l p can thee dudng ngang, va tir dudi len (Chike Anyaegbunam, 2010)
Nhln Chung, sy khae biet giCra truyen thdng "dya vao cdng dong" va truyen thdng dan thuIn d chd sy thanh edng eiia viee trao ddi, truyin tai thdng tin, y tudng, cam xue bang cac bilu tuang/kj hidu dat duae thdng qua huy dong cac gia trj elt Idi ciia cdng dong Cac gia tn cpng d i n g duae d l cap d day bao gIm cac dae tryng van hda, kinh t l , xa hpi, cac moi quan he xa hpi va tri thirc ban dja, nhirng nguon thdng tin c i n thilt ehe chuang trinh phat triln cpng ddng tai dja
Trang 6phuang Theo nghien cii'u eua C Rose
va epng su (2005), eae nhdm xa hdi khae
nhau CO nhu cau va m l i quan tam khac
nhau Tham chi, eo nhirng nhom co nhu
eau va mdi quan tam giing nhau nhung
CO t h i CO cac each giai quylt khac nhau
trong nhirng d i l u kipn nhlt djnh Do do,
cac md hinh truyin thong c i n dup'e thue
hipn mpt each than trpng tuy thai dp,
dpng cc, va hanh vi eua cac ca nhan,
cac nhom xa hdi khac nhau (Rose va
cpng su, 2005)
4 NGHIEN Cl>U V£ MO H I N H TRUYEN
T H O N G Dl/A VAO CONG D 6 N G
4.1 Cac ITnh vue truyen thong dua vao
edng dong
Hien nay, mo hinh truyin thong theo
hudng "dua vao epng dong" da dup-c
gidi thieu, thir nghipm va irng dung d
nhieu ITnh vuc khac nhau nhu sire khoe,
y t l epng dong, ndng nghiep, c cac nudc
ngheo va dang phat trien Tai An Dp
Christopher Blattman va cpng su (2002)
da CO bai bao eao Danh gia st/ cin thiit
va tiem nang cua mpng Iwdi cpng ddng a
cac qude gia dang phat trien: nghien cwu
trwdng hap tai An Dp, la mot phin trong
eae sang kien ky thuat cdng nghe th6ng
tin va truyin thong (Information and
communications technology - ICT) nong
thon, thupc Du an Sustainable Access in
Rural India (SARI) Thong qua nghien
ciru trudng hp'p tpi viing Tamil Nadu,
nhom nghien ciru hudng tdi 2 muc tieu
chinh: (1) tim hieu nhu c l u th6ng tin dja
phucng v l tieu ehuan sing, sir dung va
tiep can thdng tin va phucng tien truyen
thfing; (2) thiic d i y su tham gia ciia epng
dong (Blattman, Jensen va epng su
cap cac djch vu truyin thong va thong tin
cc ban hen la nhOng ung dung mang tinh phirc tap Dich vu trung tam thong tin (Telecenter) co t h i eung elp gia ca re hen so vdi hien tpi va eae niit thong tin (kiosk) CO t h i nang eao chit lup'ng sing cua ngudi ngheo Ben canh do, c i n luu
y d i n s u nguy hiem eua bit binh dang dang tdn tai eo tae dpng r l t Idn trong
cdng tac truyin thong trong khi do vi tri, dae dilm ca nhan va cc sc ha tang, va khoang each dja ly chi tac dpng tam thdi, hope mCre do tac ddng khong dang k l Trong ITnh vue sire khoe epng dong, v i n
d l smh san cung dup'e quan tam Elkan
E Daniel va epng su (2008) da eo bai
vilt v l Tac dpng eua viec can thiep truyin thong dwa vao cong ddng trwac khi sinh san trong viec sw dung eac bien phap tranh thai cho cae cap va chdng tre
a bang Bihar, An Dp, thupc Du an Praehar nham thuc d i y eac bipn phap
tranh thai d l tri hoan khoang thdi gian sinh thong qua cac bipn phap can thiep truyen thong Can thiep truyen thong d day the hipn d ca e l p dp epng ding va
ca nhan Trong do, cap do cpng dong the hipn d djnh hudng va dao tao dpi ngu cham soe sue khoe sinh san, pho biln kiln thifc (thong qua buoi bilu diln tren dudng pho va ve tranh tren tudng) t l chirc cae nha cung c l p djch vu y t l nong thon chinh thirc va khong chinh thirc Cap dp ca nhan quan tam d i n nhung tae dpng len cae cap vc ehong tre va eac thanh vien bi anh hudng (Daniel, Masilamani va cdng su, 2008)
Tai eae nudc Chau A, truyen thcng dua vao cong dong da trd nen p h i biln Jude
Trang 7Bangladesh ve truyen thong dai chung
va bao chi, da co mot so nghien ciru dien
hinh ve truyin thong dua vao cpng ding,
tap trung vao ITnh vuc nong nghiep,
Trong bai vilt Truyin thdng dwa vao
eong ddng: hwdng tiep can mdi cOa
truyen thdng phat trien vao nam 2007,
thue hipn tai lang Baan Sap Som Boon
(ten mdi) hope Baan Nongsai (ten eu),
quan Muang, tmh Chainat ong dua ra
hang lo^it thilu sot cua truyen thong
truyen thong trude day va nhan mpnh
"e^c lang xa nong nghiep nci phat triln
he thong truyin thong phirc tpp phai co
hp thong thuc hanh va kiln thire ban dja
sau rpng" (Genilo, 2007) Kit qua nghien
ciru cho thay dan lang eo he thing kiln
thirc rpng ve phucng phap va quy trinh
eanh tae liia (truyen thong, hipn dai hay
theo phucng thirc canh tac hiru cc) va
mpt hp thong truyen thong dua vao cpng
ding (ehinh thirc, phi chinh thire hope
qua trung gian) Truyen thong da dong
mpt vai tro trung tam trong viee cai thipn
san xuat nong nghiep thong qua vi|c tgo
dilu kipn cho su hinh thanh tinh ehlt tpp
the eua cac to chire nong nghipp, lao
dpng, kinh te
Rieng tai Viet Nam, trong nhu-ng nam
gan day, truyin thong da va dang co xu
hudng long ghep va tich hp'p hudng tilp
e|n nay trong muc tieu, npi dung, va quy
trinh thue hi$n d eac ITnh vue y t l , giao
dye va phat then cpng dong Trong ITnh
vue van hoa, vao nam 2012, Sd Van
hoa-The thao va Du lich Ca Mau da phii
hep vdi Bao tang Dan toe hpe trinh bay
ehuyen de Truyen thong dwa v^o cpng
ddng vdi gipng ndi chu the", trong khuon
kho ehucng trinh, chuyen de nghien ciru,
suu t i m , bao ton di san van hoa vat t h i
va van hoa phi vat t h i cd gia trj tieu bilu cua tirng dja phuang cua nganh van hoa-the thao-du ljch cac tinh Tay Nam
Bp (Du Nguyen, 2013) Cung trong nam
2012, Nguyin Van Huy va cpng su da
dang tai cong trinh nghien cdu Si/ anh hwdng cua truyen thdng cd sw tham gia cua cpng ddng trong viec ngan ngira hanh vi lay nhiem HIV ddi vai thanh thieu nien dan toc thieu sd Sau khi da thuc
hipn truyen thong cd su tham gia eua cpng ding (participatory community communication PCC), nhom nghien CU'U da thue hipn cuOe dilu tra cat ngang d l i vdi 800 thanh thilu nien dan toe thilu s i PCC ducc thue hien tren cc
sd mo hinh khai niem toan dipn ciia Kincaid'^' (DL va cong su, 2006) Kit qua nghien cuu phu hp'p vdi ly thuylt truyin thong v l vai tro can thiep cua quan nipm giira giao t i l p va hanh vi Ngoai ra, truyen thong dua vao epng ding con mang lai nhu-ng lei ich thilt thirc ve m|it kinh te d l i vci nganh du Ijch
4.2 Nghien cii'u truyen thong dua vao epng dong trong boi canh bien doi khi
h l u 4.2.1 Tren the gidi Trong ITnh vue moi trudng va thich ung bien doi khi hau, mo hinh truyen thong trdn the gidi cung da eo nhung dong gop nhat djnh Trong van de quan ly nguIn nudc tai cae cdng d i n g dan cu, Quy Nhi
d i n g Lien Hiep Quoc - United Nations
Children's Fund (UNICEF) da eo Hwang dan vi truyen thong ddi vai eac chwang trinh cap nwdc va v$ sinh moi tnrdng vao
nam 1999 Day duge xem la mpt trong cac van ban d i u tien v l truyen thong
Trang 8hudng tdi t i l p can dua vao epng dong
Trong do, hudng dan nhln manh d i n su
tham gia eua cpng dong trong truyin
thdng la "mpt qua trinh phat triln dua
tren doi thopi, tham van va trao quyen
eho ngudi trong epng dong de xac djnh
nhirng van d l rieng eua hp, quylt djnh
each t i t nhlt de khae phuc, va lap k l
hoaeh hoae tim kilm giai phap va h i tre
thieh hep." (United Nations Children's
Fund, 1999) Diem n i l bat la Hudng dan
nay da trinh bay 5 elp dp tham gia eua
epng dong tir thap d i n cao, bao gom: (1)
b l nhipm nhung khong thong bao'^'; (2)
tham van y kiln va thdng bao'^°'; (3) khdi
xudng ben ngoai va quylt djnh mang
tinh ehia se vdi epng dong'^^*; (4) cpng
dong khdi xudng va chi dao'^^'; va (5)
cpng dong khdi xudng, quylt djnh mang
tinh chia se vdi nhu'ng ngudi ung hp ben
ngoai'^^\ Khong nhu'ng vay, T l ehifc
Lucng thuc va Ndng nghiep cua Lien
Hep Quoc (FAO) eung da nh|in thay vai
tro cua ICT qua bai v i l t Tang cwdng
thieh irng thong qua truyen thdng phat
trien vao nam 2009 FAO da t h i hien rd
quan diem lay truyin thong phat trien la
hudng t i l p can thieh irng dua vao cpng
dong (Community-based adaptation
CBA) doi vdi v i n de bien d l i khi h^u
Nguyen tac trao quyen cho eon ngudi la
trung tam cua CBA trong mpi hoat dpng,
trong do CP edng tae truyen thong bang
each su dung eae phucng phap hpe tpp
CP s u tham gia, k i t hep tri thu-e ban dja
vdi kiln thirc khoa hpc, cung nhu vdi
cac djeh vu ndng thdn, gop phan xay
dung npi dung truyin thong phii hep vdi
cpng dong UNICEF (2006) cQng cong
bo bp edng cy "Truyen thcng thay d l i
hanh vi trong trudng hep khIn cap" d l i pho vdi thien tai d cac nude Nam A Td chirc nay yeu c l u cac chiln luee truyin thdng thay doi hanh vi dua tren bing ehii'ng (evidence-based behaviour change communication) trd thanh mot phin eua
ke hoaeh chuan b| cap ciru va dao tao UNICEF da su dyng hang loat eae phucng phap dua vac epng ding trong cong tae truyin thong, nhu thuc hien cac phim CO su tham gia (participation drama), kenh truyin thong lien ea nhan
va dai phat thanh eua eong ding, k l hoaeh sinh de dua vao cpng dong 4.2.2 a Viet Nam
Bao t i n tai nguyen thien nhien trudc su thay d l i ciia khi hau cung nhu hoat dpng cua eon ngudi la mdt trong nhii'ng npi dung eua irng pho biln doi khi hpu Viec phat huy nang !uc eua cpng dong trong cong tac bao vp la c i n thilt, trong do, truyin thong den tirng ea nhan, t l chirc trong epng dong la rat quan trong Trong khuon kho du an bao t i n riia biln, bao
t i n ran san ho cua Vudn quIe gia Niii Chua duec su tai tre eua Quy Quoc te Bao ve thien nhien - World Wide Fund For Nature (WWF), mot chuang trinh truyin thdng dua vao epng ding da duec thuc hipn nham xay dung mgng ludi tuyen truyen vien nong c i t gIm 40 ngudi dan dia phucng tham gia D l i tueng tham gia duec trang bi kiln thire
ee ban v l truyin thdng trong bao t i n eac nguon tai nguyen, tir do, hp la doi tueng truyen tai su hieu bilt th6ng qua nhieu hinh thu-c (eudc hpp, bilu diln kjch) Chucng trinh da dat ducc mpt so k i t qua kha quan: thanh Ipp mpt tram bao ve
Trang 9gom 8 ngydi dan eiia xa Thanh Hai va
VTnh Hai (huyen Ninh Hai); mdt dpi thanh
nien bao vp san hd gIm 12 ngu dan dja
phuang (PVX, 2009) Ben canh dd, Hdi
Bao ve thien nhien va mdi trudng Vipt
Nam da tong hap va bien soan Tai lieu
Mo hinh giap due truyin thdng mpi
trwdng cip co so bao gIm 4 euln sach
nhd danh cho 4 nhdm d l i tuang khac
nhau: Md hinh giao due truyin thong moi
trwang eua phu nu' thon Xuan Tw, xa Van
Hwng, huyen Van Ninh, tinh Khanh Hoa;
Mo hinh giao due truyin thong moi
trwang thon Xuan Neo, xa Hwng Bao,
huypn Tir Ky, Hal Dwang; Mo hinh giao
due truyen thong moi tnrong a do thj va
Mo hinh giio due truyin thdng mdi
trwdng cua sinh vien tinh nguypn (San
Duang, 2011) Trong cac tai lieu nay,
nhdm nghien ciru nhln mpnh vai trd ciia
eac epng ddng dja phyang la eye ky
quan trpng d l nang cao nhan thirc, thay
doi thai dp va hanh vi theo hudng than
thipn vdi mdi trudng Ben eanh dd, trong
khudn kho ciia bd saeh, nhdm nghien
ciru da bien scan phin Hudng d i n vipe
t l chire xay dyng cac cam k i t eiia cdng
ding v l bao vp mdi trudng Day dwac
xem la tai lipu tham khao cd gia tri trong
cdng tac truyin thdng vdi mue tieu dpt
dupe sy cam kit, ding thuan va culi
eiing ia sy tham gia eiia epng ding d
cac bude tilp theo
Trong Ilnh vyc nude sach Mo hinh
truyin thong nwac saeh va ve sinh mai
trwdng hieu qua - PAOT do ChildFund tai
Vipt Nam thue hien thi dilm tai 4 huyen
Cao Phong, Ky San (tfnh Hda Binh) va
Na Ri, Bach Thdng (tinh Bae Kan), nhim
giao dijc hanh ddng (hay hpc qua thye
te), d l thay dci hanh vi, hydng tdi cai thipn dilu kipn vat c h i t ciia hd gia dinh
va epng dong Heat dpng tap trung vac phan thye hanh giiip ngudi dan t y chi tpo ra cac dung eu hij'u ich trong gia dinh bing each tan dgng nhii'ng vat lieu san
ed, d l lam vdi chi phi thap Sy ehia se thdng tin va kinh nghiem ciia ngydi dan
la y l u to quyet djnh sy thanh edng ciia
d y an Hang thang, tinh nguyen vien to chirc cae buoi hpp nhdm vdi 5 - 10 ho gia dinh nham trao d l i , ehia se kinh nghipm v l tinh hinh cai thien thuc hanh
vp sinh: va d i n tham tryc tilp tirng ho gia dinh d l chia se nhii'ng sang kiln, each lam hay cung nhu nhirng kho khan
ma ngudi dan dang gap phai cac mo hinh tit, sang kiln hay cung se duac gidl thieu vdi cac hd gia dinh khac de ciing hpc tap (ChildFund Viet Nam, 2013)
Ngoai cae k i t qua nghien ciru tren, cdn
cd nhilu du an truyin thdng khac da
duae thye hipn d Viet Nam, nhy Lam the nao di long ghep noi dung biin doi khi hau vao tap huan vi quan ly tham hpa tai cpng ddng eua Hdi Chir thap do Vipt Nam (2007), Sao cao kit qua hp^t d0ng truyin thing moi trwang giai do^n 2004-2010 dp Sd Tai nguyen va Moi
trudng TPHCM thye hipn (2010), va gan
day nhat la Nghien ciru cac hoat ding nang cao nhan thirc cpng ding vi biin doi khi h$u tai TPHCM do Le Van Khoa
thye hipn (2012), v.v
5 KgT LUAN
Md hinh truyen thdng dya vdo edng ddng hipn nay v i n chya thing nhlt treng each gpi ten va dyac t h i hien d nhii'ng ten gpi khae nhau nhy md hinh truyin thdng co
Trang 10SU tham gia eiia epng ding, md hinh
truyen thdng thiic day cpng ddng hay md
hinh truyen thdng dya vao eac nhdm
edng chiing Tuy nhien, mdt diem chung
nhlt la cae md hinh nay hudng tdi la
vira lay edng ddng lam d l i tyang truyin
thdng, vira ed su tham gia eiia cpng
dcng trong hoat ddng truyin thdng Ndi
each khae, cpng dong vira ddng vai trd
ehii t h i tham gia xay dyng chyang trinh,
thai gian bleu phu hp'p, hinh thire thdng
tin, vira la khaeh t h i thu nhan truyin
thdng, cung la d l i tupng thye hipn cac
phan hoi nham tao sy tuang tap trcng
truyin thdng
Nhin chung, eac nghien ciru truyen thdng
theo hudng t i l p can dya vao cdng ding
da duac xem la xu hudng ehung treng
Ilnh vyc truyin thdng Tuy nhien, eae
nghien eiru ndy chii y l u ducc khdi
xudng, thye hien va ho tra bdi eae td
chirc quIc t l Hipn nay, v i n ehua cd
nhii'ng nghien ciru sau mang tinh n l n
tang ve truyen thdng dya vao epng dong
va nhii'ng rao can khi thuc hien eu t h i tai
Viet Nam Hau h i t cac nghien ciru d i u
dua trdn cae ly thuylt va bai hpc kinh
nghiem tren the gidi, nen mdt so chuang
trinh va md hinh truyin thdng hien nay
v i n mang tinh sao chep ma ehua cd sy
dieu ehfnh eg t h i eho tirng trydng hap
Han nira, k i t qua khao sat ehe thay, eac
hoat ddng truyin thdng thieh irng biln
d l i khi hau duac long ghep trong cac
chyang trinh khac, hoae mang tinh ty
phat, hoae dirng lai d viec nghien eiru
ehuang trinh, ehua thye sy di vao eae
md hinh eg the Thye te, hopt dpng
truyin thdng v i n chua xem trpng vai trd tham gia ciia epng ding vao heat ddng truyen thdng
Truyin thdng dua vao edng ddng hipn nay dang gap mpt sd rao can O c l p dp cpng ding, dp dieu kipn kinh t l , thdi gian lap dpng, va sd hu'u cac phuang tien truyen thdng khac nhau, nen viee tilp can thdng tin nhieu nai chua diy du; trong khi cae t l chirc xa hpi tham gia cdng tae truyen thdng chua nhilu va chua duae dao tae eac ky nang cu the cho truyin thdng dya vao cdng ding Rieng doi vdi biln ddi khi hau, cac chuang trinh truyin thdng v i n cdn mang tinh ling ghep vdi eac chuang trinh khae Cae ehuang trinh nghien eiru, dy an dypc thue hipn bdi eac nha khoa hpc, cac chuyen gia va t l chire tai Viet Nam duac gidi thieu tren mdi ehf dirng lai d pham vi xem cpng ddng la d l i tuang truyin thdng, hoac nghien ciru truyin thdng nham phue vg cdng dcng Cac nghien ciru cung chua chia cdng dong thanh cac ddi tyang eu t h i - cac nhdm epng dong khac nhau (community groups) hay cdn gpi la cac nhdm edng ehiing (public groups) - d l tir dd cd t h i ed nhii'ng md hinh eg t h i , hieu qua eho tirng nhdm ddi typng Ngpai ra, van d l giao quyen eho ngydi dan trong eac giai dean thye hipn cung la mpt thaeh thirc
d l i vdi dpi ngu truyin thdng Tang cudng tilng ndi eua ngydi dan la dilm mau chet quyet dinh sy thanh cdng ciia truyen thdng dya vao cdng dong va phyang tien truyen thdng nen thye hien nghla vu ciia minh trong vai trd nay •