(TIỂU LUẬN) 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 ĐƠN VỊ THỰC TẬP: Cơng Ty Cổ Phần Tập Đồn MCV PHẦN 1: NHẬT KÝ THỤC TẬP Nội dung (thơng tin chi tiết, cụ thể, bám sát q trình thực tập, học rút ra…) Hình thức trình bày (hình thức trình bày theo quy định, cách thức trích dẫn, bố cục chun nghiệp…) PHẦN 2: KHĨA 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…) Họ & tên GVHD: LỚP: DH44IBC01 Chữ ký: 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 Regis resolv 86 Ti intern Regis “Chu Reso “Biet Cuoi? Comp repor Regis resolv 62 Ti intern Friday Fillin result Text (week daily Reso with Comp Monday repor Atten meeti Meet Catch to co absen Comp for Regis resolv 80 Ti intern video partn Comp repor Regis resolv Tuesday 68 Ti intern video partn Reso match Wednesday Comp repor Regis resolv 69 Ti intern video partn Reso match Discu super jobs a in the Comp repor Regis resolv 49 Ti intern Thursday video partn Reso match Listin numb attach sourc partn Comp repor Regis resolv 60 Ti intern video Friday partn Reso match Atten for th with 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 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 845 Item-Total Statistics C1 C2 C3 Cronbach’s Alpha of Media Reliability Statistics Cronbach's Alpha 819 Item-Total Statistics M1 M2 M3 M4 M5 Cronbach’s Alpha of Sexual Orientation Reliability Statistics Cronbach's Alpha 853 S1 S2 S3 S4 Cronbach’s Alpha of Attitude Reliability Statistics Cronbach's Alpha 829 A1 A2 A3 A4 EFA Total Variance Explained Factor 10 11 12 13 14 15 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 R 093 a a Predictors: (Constant), Culture Model Regression Residual Total a Dependent Variable: Sex Orientation b Predictors: (Constant), Culture 3.2 Culture and Media Effects Model R 497 a a Predictors: (Constant), Culture Model Regression Residual Total a Dependent Variable: Media b Predictors: (Constant), Culture 3.3 Sexual Orientation, Media Effects and Attitude Model R 679 a a Predictors: (Constant), Media, Sex Orientation Model Regression Residual Total a Dependent Variable: Attitude b Predictors: (Constant), Media, Sex Orientation ...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