Internship context
Reason for choosing MCV
Digital marketing is an increasingly sought-after career, driven by its high demand for skilled professionals and its crucial role in business growth A report from Datareportal highlights that as of January 2021, Vietnam had 68.72 million internet users, representing 70.3% of the population This shift underscores the necessity for businesses to transition from traditional marketing methods to digital strategies to effectively reach and engage a broader audience.
The COVID-19 pandemic has significantly transformed the entertainment industry, leading to a surge in online entertainment consumption MCV stands out as a leading media company, consistently setting new trends in social media and partnering with major platforms like Facebook, YouTube, and TikTok.
As a Gen Z individual passionate about the entertainment industry and digitalization, I see MCV as a valuable opportunity to deepen my understanding of this sector and enhance my knowledge of digital marketing.
Reason for choosing the topic
Generation Z in Vietnam has emerged during a transformative era marked by economic growth and technological advancements, leading to early exposure to Western ideals A DecisionLab study reveals that this generation is socially conscious and favors supporting socially and environmentally responsible companies Their upbringing in a digital landscape has significantly influenced their decision-making, resulting in a hyper-personalized relationship with consumer media and products This digital engagement can affect their leisure spending habits, ultimately impacting both personal choices and societal interests.
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community by fostering acceptance and understanding This show serves as a vital platform for LGBT+ youth, encouraging them to embrace their identities and share their stories To enhance the impact of such shows, it is recommended to include diverse representations of the LGBT+ experience, engage with the audience through interactive elements, and promote discussions around inclusivity By doing so, producers can create a more supportive environment that resonates with young viewers and cultivates a culture of respect and equality.
Over the past two decades, the LGBT+ community in Vietnam has experienced significant changes, driven by modernization and open-door policies that facilitated international influences and technological advancements, especially through the Internet This shift has led to a transformation in public attitudes, moving from suspicion to acceptance of LGBT+ individuals Understanding the evolution of culture and values in Vietnam is essential to grasp how traditional views, particularly regarding LGBT+ issues, have shifted Recently, an increase in LGBT+ representation in television shows has promoted equality and respect, further fostering acceptance within Vietnamese society This article aims to analyze the impact of media on societal perceptions and attitudes towards the LGBT+ community in the context of Vietnamese history.
Scopes of study
- Subject: Gen Zers are people aged from 16 to 25 years old and have watched Come Out at least once
- Timeline: Aug 20th, 2021 to Sep10th, 2021 (20 days)
Subjects of the study
- The effects of CO show on Gen Z’s attitude towards LGBT+ community
- Recommendations for LGBT+ youth shows
Method and procedure
Data collection
The online survey was distributed via private email and Facebook Messenger, targeting individuals aged 16 to 25 as the primary respondents Utilizing Google Forms, the survey featured 16 questions, excluding those related to demographics.
Data analysis
The study utilized SPSS 26 for data analysis, employing measurement models to conduct confirmatory factor analysis and assess the reliability and validity of items and constructs Additionally, linear regression was applied to predict the value of a variable based on its correlating factors.
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing authentic stories and diverse experiences, these programs help dismantle stereotypes and promote inclusivity To enhance the impact of such shows, it is recommended that producers focus on relatable narratives, engage with LGBT+ youth directly, and incorporate educational elements that address common misconceptions This approach not only empowers young viewers but also encourages broader societal acceptance of the LGBT+ community.
Outline of the study
Chapter 1: Overview of MCV Corporation Chapter 2: The analysis of the effects of Come Out show on Gen Z’s attitudes towards LGBT+ community
Chapter 3: Recommendations for LGBT+ youth in the future Conclusion
Limitations of the study
The study's time limitations resulted in only 200 responses, a small sample size compared to the vast number of potential consumers in the media industry This limited participation may hinder the ability to capture a comprehensive overview and diverse perspectives from a broader audience Additionally, the narrow age range of the survey participants further restricts the effectiveness of the findings.
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community by fostering understanding and acceptance This program highlights personal stories and challenges faced by LGBT+ individuals, promoting empathy among viewers To enhance its impact, it is recommended that future shows incorporate diverse voices and experiences within the LGBT+ spectrum, ensuring representation across various identities Engaging storytelling and relatable content can further resonate with young audiences, encouraging open discussions about sexuality and gender identity Ultimately, producing inclusive and educational programming can contribute to a more supportive environment for LGBT+ youth.
ABOUT THE MCV CORP AND THE INTERNSHIP POSITION4
Company Overview
Name of the company: MAC VIETNAM Media Advertising Development Joint Stock Company (MCV)
The headquarters address: The 16th floor - TNR Building, 54A Nguyen Chi Thanh
St, Lang Thuong Ward, Dong Da District, Ha Noi City, Vietnam Tax Identification Number: 0102 154 249
Representative: Mr Phạm Từ Liêm
1.1.2 History and development of the company 1.1.2.1 History of MCV Corporation
Since 2007, MCV has established itself as a leading content producer in Vietnam, delivering exceptional experiences through a vast array of television and digital content We specialize in creating, producing, publishing, and optimizing engaging content across multiple channels, including television, social media, VOD, radio, and telco MCV takes pride in being a trusted partner for Vietnamese households, ensuring they enjoy the best entertainment available.
In the late 1990s, the Japanese advertising agency MAC&CINQ, in collaboration with MIRAI VIETNAM, conducted a significant survey and marketing research in Vietnam Following Vietnam's accession to the WTO and its official membership in late 2006, the corporation recognized the growing potential for enhancing advertising and communication in the country.
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding This impact highlights the importance of producing inclusive content that resonates with youth, ultimately promoting diversity and representation Established on January 30th, 2007, MAC VIETNAM Media Advertising Development Joint Stock Company (MCV), in collaboration with MAC & CINQ, MIRAI VIETNAM, and SANNGHIA CORP, plays a crucial role in this media landscape, emphasizing the need for more shows that support and empower LGBT+ youth in Vietnam.
Over 15 years, MCV always tries to learn and improve our creativity to produce quality shows as much as possible Our work has been recognized by publishers and the crowd who have interests in television content production, providing advertising packages and communication
1.1.2.2 The cooperation between MCV and the official broadcasts
In the early days of our content production company, we collaborated primarily with major television channels like HTV7, HTV9, VTV8, LA34, and THTG We produced popular reality shows, including "Lữ khách 24h" and "Love bus: Hành Trình Kết Nối Trái Tim," which continue to air today During this period, MCV focused on creating content and films for prominent broadcasts across Vietnam.
1.1.2.3 The cooperation between MCV and the digital partners
As the entertainment industry evolves from traditional formats to digital platforms, audiences are increasingly engaging with various TV programs, including reality shows and talk shows, online Initially focused on content production, we are now broadening our role to include entertainment distribution and monetization across all platforms, from television to digital media.
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding This impact highlights the importance of representation in media, encouraging positive dialogue and reducing stigma To further support LGBT+ youth, it is recommended that producers create more inclusive shows that reflect diverse experiences and promote authentic stories Engaging events and activations can also enhance visibility and provide safe spaces for dialogue, ultimately contributing to a more inclusive society.
Some of our potentially strategic partners are Youtube, Facebook, TikTok, DailyMotion, CGV, and so on Together we are creating, changing the entertainment industry, and serving our audiences
MCV is a prominent strategic partner for leading social networking sites, experiencing significant growth and delivering outstanding results As of August 2021, MCV boasts 50 million subscribers on YouTube, 75 million followers on Facebook, and approximately 210 million followers on TikTok across its various pages.
In regards to the Youtube platform, MCV Media - the official channel of MCV, which was established in May 2013, has gained 3.39 million subscribers with 3.270.134.405
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding With over 12,663 views on MCV Media's YouTube channel as of August 31, 2021, the show's impact is evident To further enhance positive perceptions, it is recommended that producers focus on authentic storytelling and diverse representation in future LGBT+ youth programming.
1.1.2.4 The cooperation between MCV and the brands
Besides our work, there is one of our core strategic businesses which is called
MCV collaborates with various media agencies to develop comprehensive advertising campaigns, offering a diverse range of advertising packages This partnership ensures that the company delivers top-notch services tailored for both organic audiences and major brands.
The "Come Out" show significantly influences Generation Z's attitudes toward the LGBT+ community, fostering greater acceptance and understanding By showcasing authentic stories and experiences, the show helps to dismantle stereotypes and promote inclusivity Recommendations for producing future shows include incorporating diverse narratives, engaging with LGBT+ youth directly, and utilizing social media platforms to reach a broader audience These strategies can enhance visibility and support for the LGBT+ community, ultimately encouraging a more open-minded society.
MCV leverages its expertise as a content producer to create engaging and trending content that effectively communicates messages to customers Clients can take advantage of program sponsorships, a popular advertising method in the Vietnamese market, tapping into our extensive audience reach for impactful advertising Our skilled communication team develops innovative strategies to enhance brand-customer interactions, while our social and data teams manage digital marketing and social media efforts As a leading content creator, MCV's core business also includes program production, providing top-notch services for brands, from small advertising campaigns to significant brand awareness initiatives.
MCV GROUP specializes in content creation, event organization, and music performances, alongside managing its E-commerce platform, Love Shopping With distribution contracts established with leading publishers and organizations across Vietnam, Asia, and globally, MCV boasts a substantial audience reach of over 12 million users each month.
1.1.3 Mission, Vision, and strategies of the company 1.1.3.1 Mission of MCV Corporation
MCV Group is committed to creating content that resonates with the public, providing not only entertainment but also hope and guidance Their focus on delivering meaningful messages underscores their dedication to adding value to society.
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering acceptance and understanding This program serves as a vital platform for representation, encouraging young viewers to embrace diversity To enhance its impact, it is recommended that future shows incorporate authentic stories from LGBT+ youth, promote positive role models, and engage in interactive discussions that resonate with Gen Z's values By doing so, these productions can further educate audiences and cultivate a more inclusive society.
Introduction about the internship position
As technology and the internet evolve, audiences are increasingly transitioning from traditional entertainment to digital platforms, with social media sites like Facebook, YouTube, and TikTok boasting millions of active users and growing daily These platforms provide an excellent opportunity for content creators to engage with their target audiences and monetize their unique content tailored to each platform Additionally, MCV partners with various external collaborators, alongside utilizing our own resources, to help them create their channels and enhance their development.
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing diverse narratives and experiences, the show helps dismantle stereotypes and promotes inclusivity To further enhance its impact, it is recommended that producers focus on authentic storytelling, engage with LGBT+ youth directly, and incorporate interactive elements that encourage dialogue and connection This approach not only amplifies underrepresented voices but also cultivates a supportive environment for LGBT+ youth, ultimately contributing to a more inclusive society.
To enhance investments in MCV Network, recognized as a key strategy for MCV, the data team will take the lead in formulating a precise strategy and development plan for the network This initiative will focus on four primary functions within the data team.
1 Reporting data on digital platforms: we take into account the reporting of daily, weekly, monthly and annual data in digital platforms about our pages and channels Furthermore, the data team is in charge of analyzing data, monitoring, and reporting on the effectiveness of campaigns or strategies
2 Administrative responsibilities: the data team will have full administrative rights of MCV Network on Youtube, Facebook and TikTok platform We will take the main responsibilities to manage or to add people into the channels such as editors or moderators Besides, we have to catch up with the latest updating changes in these platforms as well as deal with the technical problems
3 Registering copyrights for internal and external videos: Facebook will allow content creators to earn money only if they are their own products Therefore, we have to register a copyright for videos in order to ensure the transparency of our page as well as protect our products from other people
4 Building plans and strategies for new contents: by owning the audience insight from the social media platform, we help to provide and build up new strategies for our partners and our internal channel so that they could reach more target audience and improve the performance
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community by promoting understanding and acceptance This show serves as a vital platform for LGBT+ youth, fostering a sense of belonging and visibility To enhance the positive impact of such programs, it is recommended that producers focus on authentic storytelling, diverse representation, and inclusive messaging By doing so, they can further encourage empathy and support among young audiences, ultimately contributing to a more inclusive society.
1.2.2 Job description of a digital marketing intern in the data team (R&D department)
During the internship period, I work as a digital marketing intern in the data team and take main responsibility in the copyright function My tasks are as below:
Table 1 1 - Tasks of a Digital Marketing Intern in R&D department
Registering copyright Recognizing which types of videos can or cannot register copyright
Using creator studio on Facebook platform and RM functions to register copyright for videos of Youtube and TikTok partners and internal TikTok channel
Resolve conflicts for registered videos
Resolving disputes for matching videos
Considering and resolving the disputes of matching videos
Ad-hoc task Taking note of the result of A/B testing for videos on fanpage
Editing the caption for the main fanpage such as BMHH
The Data team at MCV Network is responsible for managing all copyright for internal and external video sources, excluding YouTube MCV Network's new strategy involves three main groups across social media platforms: partners on YouTube and TikTok, collaborations with potential content creators, and a KOL group featuring renowned Vietnamese artists like Lương Bích Hữu, MC Quyền Linh, and MC Nguyên Khang Additionally, MCV utilizes internal materials to promote its programs' content on social media.
Utilizing YouTube and TikTok videos on Facebook enhances virality by targeting specific audiences and boosts revenue within the Facebook ecosystem This presents a compelling opportunity for small and medium content creators to join the MCV Network, which offers distinct advantages tailored to help partners thrive and grow.
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing authentic narratives, the program challenges stereotypes and promotes inclusivity among youth To enhance its impact, recommendations for producing future LGBT+ shows include incorporating diverse voices, engaging storytelling, and interactive elements that resonate with younger audiences Additionally, leveraging social media platforms like Facebook and YouTube can amplify the reach and effectiveness of these programs, ensuring that they not only entertain but also educate and empower LGBT+ youth.
The MCV page in Creator Studio offers additional functionalities, including a copyright feature that manages RM tabs To claim ownership of our videos and maintain transparency, it is essential to register copyrights, ensuring the seamless operation of our pages.
Chapter 1 includes all information of MCV from the very first days, the history and the development until now Besides, chapter 1 provides necessary information about the popular shows and some recognitions of them Furthermore, the job description had been mentioned as a Digital Marketing Intern at R&D department at MCV
The "Come Out" show significantly influences Generation Z's perceptions of the LGBTQ+ community, fostering greater acceptance and understanding By showcasing authentic LGBTQ+ narratives, these programs challenge stereotypes and promote inclusivity among young viewers To enhance the positive impact of such shows, it is recommended that producers focus on diverse representation, incorporate educational elements, and engage with LGBTQ+ youth to ensure their voices are heard This approach not only validates the experiences of LGBTQ+ individuals but also encourages allyship among Gen Z audiences.
THE EFFECTS OF COME OUT SHOW ON GEN Z
About the Come Out Show
In recent years, Vietnam has seen a growing acceptance of its LGBT+ population, marked by a more open and friendly attitude from the public Despite this progress, there remains a scarcity of shows featuring LGBT+ individuals or themes, highlighting a gap in representation Addressing this topic is essential, as it resonates with the humane values that would engage and interest Vietnamese viewers.
In the past three years, several pioneering TV programs have emerged, focusing on the LGBT+ community to offer new perspectives on the third gender These shows highlight the lives and experiences of LGBT+ individuals in contemporary society, garnering positive viewer feedback Their impactful messages aim to promote understanding and foster a more inclusive community Additionally, these programs create a safe space for individuals to share their stories, discuss challenges with family and societal preconceptions, and facilitate coming out conversations with parents.
"Come Out - Step into the Light," which premiered in 2018, stands as one of the pioneering MCV talk shows for the LGBT+ community The show fosters intimate conversations between the hosts and guests, whether single or paired, focusing on personal stories of family dynamics and the journey toward gender recognition Each episode features guests who share their experiences, challenges, and the joy found in embracing their true gender identity To enhance viewer engagement, the production team has invested significantly in innovative and diverse formats, ensuring the show remains a beloved platform within the LGBT+ community.
With over 140 episodes released, the show has garnered significant acclaim and support from its audience The international version of "Come Out - Step Into the Light," directed by MC Minh Tuan and Alushka, made its debut on August 16, 2019.
Unlike other shows, Come Out has been broadcast on the MCV Media channel on
The "Come Out" show on YouTube has significantly influenced Gen Z's attitudes towards the LGBT+ community, promoting acceptance and understanding With the rise of technology and social media usage among younger audiences, YouTube serves as an ideal platform for reaching Millennials and Gen Z MCV aims to create shows that highlight the talents of LGBT+ youth and challenge existing stereotypes The show has gained popularity across various age groups, as evidenced by audience statistics from the "Come Out - Step into the Light" channel.
Figure 2 1 - Percentage of audience age of CO Show on Youtube
(Source: Data team, Sep 14th, 2021)
The data above reveals that 45.4 percent of viewers are between the ages of 25 and
34, indicating that millennials make up the majority of participants There is no particular age data available due to the participants' privacy Millennials, or Generation
Y, are clearly more willing to engage in LGBT+ performances than Generation Z It is; however, people from 18 - 24 years old (Gen Z) are the second most viewers of the show with 37.3% Also, the graph demonstrates that CO is interested in persons of all ages Still, there are few LGBT+ youth shows in Vietnam
Next, gender should be considered as the main point of the show The data about the gender of viewers following:
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing diverse stories and experiences, the show encourages open dialogue and promotes inclusivity among youth To enhance its impact, it is recommended that producers focus on authentic representation and relatable narratives, ensuring that the content resonates with young audiences Additionally, incorporating interactive elements and social media engagement can further amplify the show's reach and effectiveness in supporting LGBT+ youth.
Figure 2 2 - Percentage of audience gender of CO Show on Youtube
(Source: Data team, Sep 14th, 2021)
The diagram shows that two-thirds of the audience is female Participants; however, are mainly male Therefore, there is no variety of players in terms of gender
2.1.2 The message and some significant recognitions of the show
MCV Corp.'s communication director, Ms Duong Thi Van Anh, emphasizes that the company views gay and LGBT+ individuals as regular audiences deserving of recognition She highlights the ongoing societal challenges these individuals face due to a lack of acceptance To address this, MCV developed a program aimed at sharing their stories, fostering understanding, and promoting equality between LGBT+ and non-LGBT+ individuals.
Director Thai Phin Tung emphasized the importance of creating a supportive environment for the LGBT+ community through MCV's humanities programs These initiatives aim to facilitate discussions among community members about their experiences, challenges, and aspirations, fostering inspiration and a positive self-image By encouraging collaboration among diverse individuals, MCV seeks to cultivate a more inclusive and civilized society Sharing personal stories is believed to empower LGBT+ individuals, promoting confidence in their identities and motivating them to pursue their goals in life and work Ultimately, MCV's mission is to enhance the overall well-being and progress of the LGBT+ community.
The "Come Out" show significantly influences Generation Z's attitudes toward the LGBT+ community, fostering greater acceptance and understanding By showcasing authentic stories and experiences, it helps eliminate prejudice and promotes inclusivity To further enhance the impact of such programs, recommendations include diversifying representation, engaging youth in discussions, and incorporating educational elements that highlight the importance of allyship and support for LGBT+ individuals.
Nguyen Trung Thuc, a media representative from MCV Group, emphasizes that programs focused on the LGBT+ community authentically portray individuals, highlighting their genuine experiences rather than depicting them as merely "racing" or "pretending." These narratives aim to inspire and encourage viewers to live fulfilling, joyful, and meaningful lives.
Lam Khanh Chi, the host of Come Out, emphasizes that today's puberty-aged children are increasingly exposed to sensitive themes related to the LGBT+ community through gaming and technology With parents introducing their children to gadgets at an early age, it becomes crucial for producers to select guests who can effectively educate young viewers about LGBT+ issues, ensuring they receive accurate knowledge and information.
The LGBT+ community embodies a progressive spirit, demonstrating resilience and confidence in their identities By sharing their stories and fostering empathy among audiences, they play a crucial role in challenging societal stereotypes and promoting understanding.
At the 6th LGBT+ Vietnam Ton Vinh Awards, the show was nominated for TV Show
Literature Review
In 1977, Bandura proposed that individuals can change their behavior simply by observing and imitating others, without prior practice This process is influenced by vicarious reinforcement, where an observer's actions are shaped by witnessing others being rewarded or punished When a behavior is rewarded, the observer is more inclined to replicate it, while punishment decreases the likelihood of repetition According to Yilmaz, Yilmaz, and Demi-Yilmaz, this concept has significant implications for visual media and the modification of behaviors and attitudes.
In 2019, research indicated that viewers often mimic the behavior of characters in TV shows, especially when those characters receive rewards This phenomenon was highlighted in a study focused on RuPaul's Drag Race, which examined how viewers' perceptions of the LGBTQ+ community were influenced by the show's portrayal of its characters.
The "Come Out" show has significantly influenced Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding Research by Villarreal, García, and Fernández highlights the show's positive impact on youth perceptions, showcasing the importance of representation in media To further enhance these effects, it is recommended that future productions prioritize authentic storytelling and diverse characters, ensuring that LGBT+ youth see themselves reflected in a positive light By doing so, shows can continue to promote inclusivity and support for the LGBT+ community among younger audiences.
2017) According to the social learning theory, viewers' homophobic views are reduced as a result of watching the show and learning by witnessing (Villarreal, Garca, & Fernández, 2017)
The LGBT+ community began to gain public attention in Vietnam in 1992, marking a significant shift in traditional Vietnamese society as it embraces modernity (Yen Hoang Ha, 2013) While terms like LGBT+ and queer are relatively new to Vietnamese academia, the concepts of homosexuality and transgender identities are well-known, with historical references embedded in Vietnamese culture Notably, King Khai Dinh of the Nguyen dynasty, who reigned from 1916 to 1925, is cited as having homosexual inclinations despite having 12 wives, as discussed in Tôn Thất Bình's 1993 book, "Kể Chuyện về các vua Nguyễn." Additionally, the term "Ái Nam, Ái Nữ," meaning "half man, half woman," reflects societal awareness of transgender individuals and their diverse identities in Vietnam.
Adolescents engage with media for various reasons, such as imitation, identity formation, and entertainment (Arnett, 2005) Given that television is the most favored medium among teens (Callejo, 2013), it is essential to examine how a televised landscape that predominantly showcases male and heterosexual characters shapes adolescents' identities and gender roles (APA Task Force on the Sexualization of Girls, 2007; Signorielli, 2001; Strasburger, 2012) Additionally, television, along with radio, newspapers, and other media formats, plays a crucial role in disseminating information and facilitating communication.
The "Come Out" show has significantly influenced Generation Z's attitudes towards the LGBTQ+ community by increasing visibility and fostering positive change By showcasing openly LGBTQ+ individuals in media, audiences are exposed to diverse identities, which can reduce biases and promote acceptance (Pettigrew and Tropp, 2006) Studies suggest that both media exposure and parasocial interactions can enhance positive opinions about LGBTQ+ individuals (Schiappa, Gregg, and Hewes, 2005) Notable television series like "Queer as Folk" and "Will and Grace" have played crucial roles in shifting public perception towards pro-LGBT+ views in the U.S Additionally, contemporary shows such as "Pose," "Empire," and "Sense 8" highlight transgender and non-white LGBTQ+ characters, further enriching representation and understanding within society Recommendations for producing shows aimed at LGBTQ+ youth include prioritizing authentic storytelling and diverse character portrayals to foster acceptance and understanding.
Sexual orientation encompasses a consistent pattern of romantic or sexual attraction to individuals of the opposite sex, the same sex, both sexes, or multiple genders Additionally, asexuality, characterized by a lack of sexual attraction to others, is recognized as a distinct category within sexual orientation.
A study by Charmaraman et al (2017) found that sexual minorities perceive greater gender-related similarities with their favorite TV characters compared to heterosexuals, yet they identify fewer similarities related to sexual orientation Additionally, sexual minorities reported feeling more affected by stereotypes, particularly concerning women and sexual minorities, than their heterosexual counterparts Furthermore, they believe that issues of sexism and homophobia should receive more attention in media representations.
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing diverse narratives and experiences, it challenges stereotypes and promotes inclusivity Recommendations for producing future shows include incorporating authentic stories, engaging with LGBT+ youth directly, and highlighting intersectionality to resonate with a broader audience Such initiatives can further empower young viewers and cultivate a supportive environment for the LGBT+ community.
Studies indicate that individual attitudes significantly contribute to the rejection of bisexual individuals and other minority groups (Hatzenbuehler et al., 2014; Keating & Muller, 2020; Meyer, 2013) Attitudes, defined as positive or negative judgments towards people or concepts (Allport, 1935), tend to be stable and enduring, influencing behavior and actions over time (Colman, 2009) Fostering awareness and positive attitudes towards the LGBTQ+ community is essential, as it helps individuals define themselves, reduces prejudice, and enhances the quality of life for LGBTQ+ individuals (Rohde-Abuba et al., 2019; McCormack, 2013).
Attitudes towards LGBTQ+ individuals, especially bisexual people, are influenced by factors such as upbringing, gender, age, and sexual orientation Biphobia is prevalent not only among heterosexuals but also within the gay and lesbian communities This negative perception often stems from a lack of awareness, leading to entrenched prejudices To foster a more inclusive society, it is crucial to increase understanding and acceptance of bisexual individuals, allowing them to engage fully without facing sexuality-related challenges.
Research methodology
The study aims to examine the connection between media impacts and attitude change among Gen Z towards LGBT+ people through a humanitarian message of the
CO show It also analyzes how LGBT+ culture has influenced modern Vietnamese sexual orientation stereotypes, and makes recommendations for producing shows for Vietnamese LGBT+ adolescents
The "Come Out" show has significantly influenced Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing authentic stories and diverse experiences, the show has empowered young viewers to embrace their identities and advocate for inclusivity To further enhance the impact of such programs, it is recommended that producers focus on relatable narratives, engage with LGBT+ youth directly, and incorporate educational content that addresses common misconceptions This approach will not only resonate with the audience but also promote a more supportive environment for LGBT+ individuals.
- The effects of CO show on Gen Z’s attitude towards LGBT+ community
- Recommendations for LGBT+ youth shows
The study's universe includes participants from Generation Z in HCMC who watch
CO on a regular basis or have seen the show at least once
A conceptual framework for this study is structured around two key research stages that build upon previous studies and relevant factors The first stage examines how LGBT+ culture in Vietnam influences individuals' perceptions of sexual orientation and their willingness to engage with LGBT+ programs The second stage explores how the CO program affects Gen Z's views on the LGBT+ community.
The model was developed by incorporating insights from public perceptions of LGBT issues in contemporary Vietnam (Yen Hoang Ha, 2013) and analyzing the portrayal of bisexual characters in television shows, as well as their influence on viewers' attitudes toward bisexuality (Johanna Bọrthlein, 2020).
Quantitative Method
This research employs a quantitative method with a descriptive approach during the scale design phase It utilized a random sample of individuals who had viewed CO on YouTube at least once and those who followed the CO Facebook fan page, including Facebook groups targeting Gen Z and university students.
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing diverse narratives and experiences, the show encourages open dialogue and reduces stigma surrounding LGBT+ issues To enhance its impact, it is recommended that future productions prioritize authentic representation, engage with LGBT+ youth directly, and incorporate interactive elements that allow for audience participation This approach will not only strengthen community ties but also empower young viewers to embrace their identities.
From August 20 to September 10, 2021, an online survey was distributed via private email and Facebook Messenger, targeting individuals aged 16 to 25 Utilizing Google Forms, the survey comprised 16 questions, excluding demographic inquiries Within 20 days, 200 valid responses were collected, which were subsequently organized into tables and graphs for further analysis and conclusions.
After collecting primary data through an online survey, the information was compiled into an Excel file for analysis The data was analyzed using SPSS 26, employing measurement models for confirmatory factor analysis to assess the reliability and validity of items and constructs Additionally, linear regression was utilized in a two-step model to predict the value of one variable based on another.
The survey comprises two primary sections: the first focuses on demographic information such as age, gender, gender identity, and sexual orientation, along with general questions about the CO show The second section includes 16 questions measured on a 5-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree), assessing the level of agreement with various statements.
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding This program serves as a vital platform for LGBT+ youth, promoting visibility and representation To enhance its impact, it is recommended that future shows prioritize authentic storytelling and diverse voices within the community, creating a more inclusive environment Engaging with audiences through interactive elements can further strengthen connections and support for LGBT+ issues Overall, the show's positive effects on societal perceptions underscore the importance of continued advocacy and representation in media.
C1: I am open to people in LGBT+ community C2: It is not weird to see LGBT+ people express their love for the same sex
C3: I consider LGBT+ community to be normal in Vietnam
M1: After watching CO, I believe that LGBT+ community is just the norm
M2: CO gave me another view on LGBT+ community
M3: I just watched this show for entertainment
M4: CO gave me more information about the third gender
S1: CO helped me figure out where I fit S2: CO gave me a chance to share my story
S3: CO helped me answer the question about myself S4: I reflect on myself after watching CO
S5: I acknowledge more after watching CO show about LGBT+ community
A1: I will support if my family members come out
A2: The show made me feel loved A3: I followed LGBT+ celebrities who have a huge influence on the community
A4: CO made me feel connected with LGBT+ people
The "Come Out" show has significantly influenced Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding This program not only highlights the experiences of LGBT+ individuals but also encourages dialogue among youth, promoting inclusivity To further enhance the impact of such shows, it is recommended that producers focus on authentic storytelling, diverse representation, and interactive formats that engage young audiences By doing so, they can create a more supportive environment for LGBT+ youth and contribute to positive societal change.
Result of the study
Figure 2 4 - Percentage of respondents ages
The chart illustrates the survey results from 200 participants, specifically targeting Gen Z individuals aged 16 to 25 Notably, 22-year-olds represented the largest group, comprising 20% of the respondents, highlighting a diverse age range within this demographic.
Figure 2 5 - Percentage of respondents gender
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing diverse narratives and experiences, the show encourages open dialogue and reduces stigma surrounding LGBT+ issues To enhance the impact of such programming, it is recommended that producers focus on authentic representation, engage with the youth audience, and incorporate educational elements that promote inclusivity This approach not only supports LGBT+ youth but also cultivates a more empathetic society overall.
The gender distribution analysis reveals that approximately two-thirds of survey participants interested in the show are women, indicating a significant engagement from female audiences This trend is further supported by viewership data from YouTube, suggesting that the show has garnered considerable attention from women, which is crucial for future LGBT+ programming Additionally, male audiences account for 37.23% of those surveyed, reflecting consistent engagement levels with the show's performance on YouTube.
Figure 2 6 - Percentage of respondents gender identity
Before addressing the question, respondents were informed about gender identity, which is defined as an individual's personal perception of their gender This identity may align with or differ from their assigned sex at birth Notably, a person's behaviors, attitudes, and appearance might not always correspond with their gender identity The term "gender identity" was introduced by Robert J Stoller in 1964 According to a line chart, over 70% of respondents identified as cisgender, meaning their gender identity matches their biological sex Approximately 20.7% identified as transgender, while a small percentage chose not to disclose their gender identity Transgender individuals may alter their gender and appearance to align with a gender different from their biological sex, while genderqueer individuals experience a non-normative gender identity.
The "Come Out" show has significantly influenced Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing diverse stories and experiences, the show helps to challenge stereotypes and reduce stigma associated with LGBT+ identities To further enhance its impact, it is recommended that future productions prioritize authentic representation and inclusive narratives that resonate with young audiences Engaging interactive elements and social media integration can also amplify the reach and effectiveness of these shows, ultimately supporting the empowerment of LGBT+ youth.
Figure 2 7 - Percentage of respondents sexual orientation
The article discusses the understanding of sexual orientation among Gen Z, highlighting that they are well-versed in defining their identities Asexual individuals, who lack romantic feelings and relationships, were less commonly represented in the survey Bisexuality, defined as attraction to both men and women, and pansexuality, which encompasses attraction based on deep emotional connections regardless of gender, each accounted for 5% of respondents In contrast, heterosexuality and homosexuality were more prevalent, with 45% identifying as straight and 30% as gay or lesbian Additionally, around 15% of participants chose not to disclose their sexual orientation.
The "Come Out" show has significantly influenced Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing diverse stories and experiences, the show encourages open dialogue and reduces stigma associated with LGBT+ identities To further enhance the impact of such programs, it is recommended that producers focus on authentic representation, engage with the community for feedback, and incorporate educational elements that promote inclusivity These strategies will not only resonate with youth but also contribute to a more supportive environment for LGBT+ individuals.
Factor No of items before running analysis
No of items after running analysis
The reliability and validity of the measurement model were evaluated through confirmatory factor analysis, demonstrating excellent global adjustment and content validity, with standardized factor loadings exceeding 0.6 The trustworthiness statistics table indicated a high Cronbach's alpha value, surpassing 0.8, confirming the questionnaires' reliability Regarding the sexual orientation variable, deleting the 5th item would increase the Cronbach's alpha; however, its corrected item-total correlation of 0.376 is above the 0.3 threshold, leading to the decision to retain this item for further analysis, in line with Nunnally's (1978) guidelines.
The "Come Out" show significantly influences Generation Z's attitudes toward the LGBT+ community, fostering greater acceptance and understanding By showcasing diverse narratives and experiences, the show helps to challenge stereotypes and reduce stigma associated with LGBT+ identities Recommendations for producing future shows include emphasizing authentic storytelling, featuring a wide range of voices within the LGBT+ community, and promoting positive role models to further engage and educate young audiences This approach not only enhances representation but also encourages empathy and support among viewers, ultimately contributing to a more inclusive society.
Table 2 3 - KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy .818
Bartlett's Test of Sphericity Approx Chi-Square 1489.216 df 120
Before conducting the factor analysis, it's essential to evaluate the KMO value and Bartlett’s test results The KMO value is 0.818, which falls within the acceptable range of 0.5 to 1, while Bartlett’s test result is 0.000, indicating significance at a level below 0.05 These findings confirm that factor analysis is suitable for the given data.
The "Come Out Show" significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing diverse narratives and experiences, the show helps to challenge stereotypes and promote inclusivity Recommendations for producing similar shows for LGBT+ youth include focusing on authentic representation, engaging storytelling, and interactive elements that encourage dialogue These strategies can further enhance visibility and support for the LGBT+ community among younger audiences.
There are four factors had been grouped after rotated component matrix:
- Factor 1 which is “Media Effects” consists of four items (M1-M4)
- Factor 2 which is “Sexual Orientation” consists of four items (S1-S5)
- Factor 3 which is “Attitude” consists of four items (A1-A4)
- Factor 4 which is “Culture” consists of three items (C1-C4)
Table 2 5 - Adjusted R square of linear regression analysis
Table 2 6 - Multiple Linear Regression Analysis (The 1st, 2nd Model)
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding This impact highlights the importance of inclusive media representation, which can help dismantle stereotypes and promote empathy among young audiences To further enhance positive perceptions, it is recommended that future shows focus on authentic storytelling and diverse experiences within the LGBT+ community, ensuring that young viewers feel seen and validated Engaging narratives and relatable characters can serve as powerful tools in shaping a more inclusive society.
Culture -.084 072 -.083 -1.175 241 a Dependent Variable: Media, Sexual Orientation
The study reveals that the independent variable "Culture" significantly influences the dependent variable "Media Effects," with an R square value of 0.244, indicating that approximately 24.4% of the variation in media effects can be attributed to cultural factors Furthermore, the significance value of 000 (less than 05) confirms that LGBT+ culture in Vietnam plays a crucial role in shaping media effects.
The second model indicates that the independent variable "Culture" has a minimal effect on the dependent variable "Sexual Orientation," with an R square value of 0.007, suggesting only a 0.7% change in sexual orientation Additionally, the significance value of 0.241, which is greater than 0.05, further demonstrates that LGBT+ culture in Vietnam does not significantly influence the sexual orientation of the respondents.
Table 2 7 - Multiple Linear Regression Analysis (The 3rd Model)
The "Come Out" show significantly influences Generation Z's attitudes toward the LGBT+ community, fostering greater acceptance and understanding By showcasing authentic stories and diverse experiences, the show helps dismantle stereotypes and promotes inclusivity among youth To further enhance this positive impact, it is recommended that future productions prioritize representation, engage with LGBT+ youth directly, and incorporate educational elements that address common misconceptions This approach not only empowers the LGBT+ community but also encourages open dialogue and allyship among viewers.
Conclusion
Research indicates that the initial phase of the study focuses on assessing the impact of Vietnamese LGBT+ culture on media effects and audience sexual orientations Notably, the sexual orientation of Gen Z individuals in Vietnam appears largely unaffected by cultural influences Despite Vietnam's status as an Asian nation with prevalent LGBT+ stereotypes, Vietnamese Gen Zers enjoy greater access to information and exhibit increased openness towards diverse sexual orientations.
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By increasing visibility through diverse programming, these shows encourage individuals to express their identities and embrace inclusivity To further support LGBT+ youth, it is essential to produce more content that reflects their experiences and challenges, promoting a sense of belonging in modern society.
The analysis reveals that CO significantly influences attitude changes towards the LGBT+ community among Gen Z in modern Vietnam Beyond mere attitude shifts, an increasing number of individuals identify as part of the LGBT+ community, as indicated by survey results It is essential for broadcasters and content creators to expand and promote this topic, thereby enriching the diversity of content available to audiences.
Chapter 2 shows some insights and information about Come Out Show that are essential for the research of the study Besides, there are some previous research related to the media and attitude change on adolescents towards LGBT+ The survey had shown that there are many interesting data about the shows that could contribute a lot to the study After being analysed by SPSS, the results had shown that there is a huge impact of media and sexual orientation on LGBT+ community along with LGBT+ culture in Vietnam
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community by fostering understanding and acceptance This program promotes visibility and representation, which are crucial in shaping positive perceptions among youth To further enhance the impact, it is recommended that future productions focus on authentic storytelling and diverse experiences within the LGBT+ community Engaging content that resonates with young audiences can encourage open conversations and support inclusivity By prioritizing these elements, shows can effectively contribute to a more accepting society for LGBT+ youth.
RECOMMENDATIONS
The entertainment industry of TV Shows in Vietnam and the opportunities for
3.1.1 The trend of entertainment programs in Vietnam
In Vietnam, there is a noticeable shift as viewers are moving away from traditional television in favor of over-the-top media services, which offer online access to movies and various entertainment options This growing demand for video streaming services has significantly contributed to the expansion of entertainment apps in the country.
In 2019, Vietnam emerged as the fastest-growing market for entertainment-based mobile apps, driven by a surge in demand for video streaming services (Nguyen Quy, 2019) Research by the German mobile measurement firm Adjust revealed a remarkable growth score of 44.96 for Vietnam, significantly surpassing the global average of 24.27 This analysis, which examined nearly 3,500 applications across 31 countries, focused on four key business sectors: e-commerce, entertainment, gaming, and utilities.
A recent study by HCMC market research firm Q&Me reveals that Vietnamese individuals spend an average of four hours daily on their mobile phones, dedicating 65% of that time to various apps Additionally, over half of Vietnam's population, approximately 64 million people, now have internet access.
Figure 3 1 - Entertainment growth score worldwide in 2019
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing diverse experiences and stories, the show helps to dismantle stereotypes and promote inclusivity among young viewers To further enhance its impact, it is recommended that future productions focus on authentic representation, engage with the audience through interactive platforms, and collaborate with LGBT+ activists to ensure the content resonates deeply with youth These strategies can strengthen community ties and encourage open dialogues about identity and acceptance.
Figure 3 2 - The percentage of favorite shows in Vietnam 2020
A March 2020 survey by Statista revealed the favorite entertainment preferences of 202 respondents in Vietnam, aged 20 to 49, who are familiar with streaming video services Approximately one-third of participants selected entertainment programs as their top choice, alongside films and sports for online viewing.
The statistics indicate a consistent increase in demand for entertainment shows in Vietnam, highlighting their significant role in the broadcasting industry This growing interest presents numerous opportunities for media companies to engage with and profit from the expanding Vietnamese market.
According to GWI (Q3, 2020), 97.6% of internet users aged from 16 years old to
At 64 years old, individuals increasingly utilize the internet to watch online shows, highlighting a significant opportunity for media companies The transition from traditional media to digital platforms in Vietnam presents numerous chances for these companies to broaden their networks and enhance their streaming channels, allowing them to reach a larger audience and maximize their profits.
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing diverse stories and experiences, it helps dismantle stereotypes and promotes inclusivity among young audiences To further enhance the positive impact of such shows, it is recommended to incorporate authentic representation, engage with the community, and focus on educational content that resonates with youth This approach not only empowers LGBT+ individuals but also encourages allyship and social change within Generation Z.
The recommendations of producing shows for LGBT+ youth
Data from Chapter 2 reveals that while a majority of Gen Z viewers support the LGBT+ community and watch the CO show, millennials make up a significant portion of the audience Gen Z appears hesitant to fully embrace their identities due to fears regarding family and societal acceptance To address this, the production team should create episodes specifically for LGBT+ youth, offering meaningful support and a platform for them to share their thoughts and concerns openly.
Recent demographic statistics reveal that female viewers on YouTube outnumber male viewers for this show, yet the majority of participants remain male This disparity highlights a crucial opportunity to enhance gender equality and overall performance within the program.
3.2.2 Producing sexual orientation shows for Gen Zers
The media significantly influences the attitudes of the younger generation towards LGBT+ individuals, with various shows, including CO, playing a crucial role in providing diverse perspectives In Vietnam, there is still limited awareness of the LGBT+ community; however, the society is increasingly open to accepting and valuing the contributions of LGBT+ individuals within Vietnamese culture.
Despite ongoing resistance in certain areas, there is a pressing need for educational programs on sexual orientation aimed at the youth MCV should consider developing initiatives like "Come Out for Gen Zer" to provide informative content that fosters understanding of the third gender Such programs not only promote empathy but also help dispel misconceptions about the LGBT+ community, contributing to a more informed society.
3.2.3 Utilizing the video displays for videos on the Facebook platform
As of January 2021, data from Facebook's self-service advertising tool reveals that an impressive 98.8% of users aged 18 and older access the platform through mobile devices, highlighting the dominance of smartphones in Facebook usage.
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, promoting acceptance and understanding To enhance its impact, recommendations for producing LGBT+ youth-focused shows include utilizing high-quality video content on platforms like Facebook, which can help reach a broader audience By improving video quality and accessibility, creators can engage more effectively with viewers, fostering a more inclusive environment for discussions surrounding LGBT+ issues.
The proposal for MCV to be an LGBT+ representative
MCV, a leading media company in Vietnam known for its focus on LGBT+ topics, distinguishes itself from competitors by producing and distributing content that resonates with young audiences While CO is just one of six programs, enhancing MCV's identity as an LGBT+ media partner is essential for brand recognition To maintain its leadership in the industry, MCV should consider innovating and expanding its show offerings to attract a broader audience in the future.
Marketing Strategy for MCV in the next 5 years
In recent years, many media companies in Vietnam have focused on establishing multi-channel networks (MCNs) The entertainment sector has seen a surge in the creation of various firms, prompting MCV to invest in cross-networking channels To become the leading MCN in Vietnam, MCV must develop a sustainable and skilled workforce.
The MCV Group has achieved significant success in digital production and publishing as an official partner of major platforms like YouTube, Facebook, TikTok, and Dailymotion With a growing network of partners, MCV is well-positioned to become a leading multi-channel network (MCN) in the future As traditional entertainment methods decline, the shift to digital media has accelerated, reflected in MCV Network's impressive reach of over 100 million subscribers across these platforms, including 30 million on Facebook and 25 million on YouTube, supported by over 400 YouTube channels and fan pages Notably, in 2020, MCV emerged as the top MCN in Vietnam on TikTok, achieving a remarkable 5 billion views within just seven months.
Not only in Vietnam, but also all around the world, the entertainment companies
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing diverse narratives, the program challenges stereotypes and promotes inclusivity among youth To enhance its impact, it is recommended that future productions focus on authentic representation and engage with the audience through interactive platforms Additionally, expanding outreach to both domestic and international viewers can further elevate awareness and support for LGBT+ issues, particularly among Vietnamese audiences.
3.4.2 Implement more about digital transformation
In today's digital age, where information and entertainment are readily available at our fingertips, the government's digital transformation policy plays a vital role This initiative not only fosters innovation within companies but also serves as a crucial support system for small and medium-sized enterprises, especially in the wake of the Covid-19 pandemic.
19 epidemic time The internet and social media are thriving, and television digitalization is critical for firms in this industry
MCV should collaboratively invest in the development of the necessary platforms and infrastructure for digital transformation, while also focusing on the operation and exploitation of these services At the same time, it is essential to enhance the capabilities of these platforms in digital content creation and business By leveraging experienced producers who excel at identifying trends and audience preferences, MCV aims to introduce innovative digital transformation content that resonates with viewers Additionally, MCV Group is exploring partnerships with technology firms to create multifunctional apps for video viewing, livestreaming, and dating.
MCV effectively analyzes viewer behavior and identifies their needs through digital tools and platforms, enabling tailored solutions and diverse content offerings This approach enhances user experience and fosters audience growth.
Limitation of the study
The study's limited timeframe resulted in only 200 respondents, which is relatively small compared to the larger target audience in the media industry Consequently, the findings may not fully represent the diverse opinions of the broader audience Additionally, the age range of the participants is not sufficiently varied to enhance the effectiveness of the results.
The "Come Out" show significantly influences Generation Z's attitudes toward the LGBT+ community, fostering greater acceptance and understanding By showcasing authentic stories and diverse experiences, the show challenges stereotypes and promotes inclusivity To enhance the impact of such programs, it is recommended to incorporate interactive elements, engage youth through social media, and collaborate with LGBT+ advocates These strategies can help create a supportive environment for LGBT+ youth, encouraging dialogue and reducing stigma.
Chapter 3 provides trends of entertainment industry in Vietnam in recent years and the opportunities for MCV in the upcoming years By apply the results from the SPSS and the survey had been conducts before, there are 3 recommendations for MCV to consider in the future First, producing shows with the variety of gender and the ages for participants Next, the producing team should consider to produce shows for LGBT+ youth and the sexual orientation shows to provide more information for the mass Finally, the producing team should consider to utilize the display of the shows on Facebook platform so that it can maximize the performance and reach more viewers
The "Come Out" show has significantly influenced Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding This impact highlights the importance of representation in media, encouraging positive conversations around sexual orientation and identity To further enhance these effects, it is recommended that producers create more inclusive shows that authentically portray diverse LGBT+ experiences, engage youth audiences, and promote allyship By prioritizing authentic storytelling and representation, media can continue to shape a more inclusive society for future generations.
MCV, a leading media company in Vietnam, consistently creates new value for the community, as reflected in its tagline Beyond the popular CO show, MCV effectively communicates humanitarian messages through a diverse array of programs, garnering significant support and acclaim from the public.
Based on the data analysis, the research has shown that CO had a huge impact on the attitude change of Gen Zers, together with the sexual orientation in a digital world
Vietnam's LGBT+ culture is more accepting compared to other Asian countries, with increased internet access contributing to greater awareness and understanding of the third gender A recent survey revealed insightful data on the gender and age diversity of viewers, while also highlighting limitations regarding participant ages and video presentations.
In conclusion, I recommend that the CO show production team and MCV focus on the demographics of participants, including age and gender, to attract a broader audience Additionally, creating programs centered on sexual orientation can provide valuable education on LGBT+ issues for younger viewers Furthermore, MCV has the opportunity to become a pioneering representative for the LGBT+ community in Vietnam, aligning with its mission and slogan to enhance social value and fulfill corporate social responsibility.
Despite the limited duration of my Digital Marketing Internship and the constraints of the survey, this study presents several challenges While it leans more towards theoretical insights and is primarily grounded in research, I aspire for it to contribute to the necessary evolution and improvement of CO and future shows targeting LGBT+ youth at MCV Additionally, I aim to enhance the overall engagement of the entertainment industry's programs for viewers, while also offering valuable insights for the firm.
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding This program serves as a vital platform for LGBT+ youth, promoting visibility and representation To enhance the impact of such shows, it is recommended to incorporate diverse narratives and experiences, engage with the audience through interactive elements, and collaborate with LGBT+ advocates By doing so, producers can create more inclusive content that resonates with young viewers and encourages supportive dialogues within their communities.
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The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding This program highlights personal stories and challenges faced by LGBT+ individuals, which helps to humanize their experiences and encourage empathy among viewers To enhance the impact of such shows, it is recommended that producers focus on diverse representation, authentic storytelling, and interactive elements that engage the audience By doing so, they can further promote inclusivity and support for LGBT+ youth, ultimately contributing to a more accepting society.
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The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing diverse stories and experiences, the show helps to break down stereotypes and promote inclusivity among young viewers To further enhance its impact, it is recommended that producers create more relatable content that resonates with LGBT+ youth, incorporate educational segments about LGBT+ issues, and encourage open discussions about identity and acceptance These strategies can help cultivate a more supportive environment for LGBT+ individuals within Generation Z.
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The "Come Out" show significantly influences Generation Z's perceptions of the LGBT+ community, fostering greater acceptance and understanding By portraying authentic stories and diverse experiences, the show helps dismantle stereotypes and encourages open dialogue among youth To enhance the impact of such programs, it is recommended that producers focus on inclusive storytelling, engage with LGBT+ voices, and promote educational content that resonates with young audiences These strategies can further empower Generation Z to embrace diversity and advocate for equality within their communities.
Lesson Learned (Skill, knowledge, attitude) Week 1: 9/8/2021 – 14/8/2021
Having a short welcome- day meeting with others colleagues in team R&D and being introduced about the operation of MCV Corporation
Attending an online training session through Google Meet and being given the main tasks for an intern position
Registering the copyrights for 21 Youtube partners’ videos on Facebook platform
Having a deeper understanding about the working culture and the structure of the company
Getting a needed preparation for following tasks and the importance of the position
Having a chance to know more about other members in my team and adapt in a professional working environment in MCV
The operation of MCV Network and the general knowledge of being a digital marketing intern in an entertainment company
The general knowledge of Facebook Business Manager and Creator Studio on Facebook platform
Using Right Manager function on Creator Studio to register copyright for the videos
Communication skill and interpersonal skill
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing diverse experiences and narratives, the show encourages open conversations about sexuality and identity among youth To enhance the impact of such programs, it is recommended that producers focus on authentic representation, incorporate educational elements, and engage with the audience through interactive platforms This approach not only promotes inclusivity but also empowers LGBT+ youth by validating their experiences and encouraging self-expression.
Completing a daily report for Monday
21 videos on Monday and record the status of
90 videos (about the conflicts) on the previous days by excluding video and audio matched segments
Registering the copyrights and resolving conflicts for 20 Youtube partners’ videos on Facebook platform
Have a deeper look back at works
Widely understanding about the Right Manager function on Creator studio
Understanding the importance of ensuring copyright for videos
Improving the writing skill for a professional daily report
Enhancing the confidence and professional attitude while chatting with other members
Completing a daily report for Tuesday
Registering the copyrights and resolving conflicts for 50 Youtube partners’ videos and 20 TikTok partners’ videos on Facebook platform
Completing the information for internal TikTok videos
Learning about register copyright for internal videos (using the proper gate)
Excel skills and communication skill
Problem-solving skill when dealing to register the wrong gate
Distinguish between different RM gates
The "Come Out" show significantly influences Generation Z's attitudes towards the LGBT+ community, fostering greater acceptance and understanding By showcasing authentic stories and diverse experiences, the show encourages open discussions about identity and sexuality To enhance its impact, producers should focus on inclusive representation and relatable content that resonates with youth Additionally, integrating educational resources and support networks within the show can further empower young viewers and promote a positive dialogue surrounding LGBT+ issues.
Completing a daily report for Wednesday
Registering the copyrights and resolving conflicts for 40 Youtube partners’ videos and 20 TikTok partners’ videos on Facebook platform
Gradually getting used to register copyright for videos
IT skills and interpersonal skill
Completing a daily report for Thursday
Registering the copyrights and resolving conflicts for 30 TikTok partners’ videos on Facebook platform
Understanding the importance of ensuring copyright for videos
Communication skill when attending a farewell party for other members in team
Completing a daily report for last Friday
Registering the copyrights and resolving conflicts for 45 Youtube partners’ videos
TV Show registered on Biet Doi X6 gate in June
Getting used to RM functions on Creator Studio
Understanding the importance of RM and managing RM effectively
The knowledge about digital media and know how to ensure the transparency for the pages on FB
Excel skill and communication skill
The "Come Out" show significantly influences Generation Z's attitudes toward the LGBT+ community, fostering greater acceptance and understanding By showcasing authentic stories and diverse experiences, it challenges stereotypes and promotes inclusivity To enhance the impact of such shows, producers should focus on authentic representation, engage with LGBT+ youth directly, and create relatable content that resonates with their experiences Emphasizing education and awareness through entertainment can further encourage positive attitudes and support for the LGBT+ community among young audiences.
Writing down the frame information and checking credits of the videos on
FB platform under MCV management
Completing a daily report for Monday
28 Youtube partners’ videos on Monday
Registering and resolving conflicts for 37 YT partners’ videos on Tuesday
Deleting videos of the expired contract partner (Eyeplus) on Biet Doi X6 gate
Understanding the importance of ensuring copyright for videos
The lesson of deleting function on Creator Studio
Absorbing more knowledge about RM
Completing a daily report for Tuesday
Registering the copyrights and resolving conflicts for 45 Youtube partners’ videos
Understanding the importance of ensuring copyright for videos
Excel skills and communication skill