HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY FACULTY OF PUBLIC RELATIONS RESEARCH METHODOLOGY ANALYZING MEDIA EFFECT OF FAMOUS BEAUTY PAGEANTS... These que
Theoretical framework e
To clanfy and analyze the research in-depth, making it more complete, the researcher relies on concepts related to the issues of the research such as Beauty Theory, Acculturation Theory, Framing Theory, Social Exchange Theory, Agenda Setting Theory
Beauty Theory provides explanations about beauty, including aspects of colors, flavors, sounds, lines, textures, masses, rhythms, sizes, balance, harmony, and more These perspectives are applied to help the researcher evaluate the nature of beauty and thereby evaluate the media effects of famous beauty pageants “When we see a flower with harmonious colors, freshness, and a pleasant fragrance - that is a beautiful flower A beautiful tree is a tree with lush, green leaves, sweet-smelling flowers, and tasty fruit Beauty follows certain sensory aesthetic rules and influences human sensibility” (E Groxx., 1984) This results in a sense of balance, comfort, and pleasantness for the senses For example, before us is a person with an oval-shaped face, a head length in a 1:7.5 ratio to the whole body, smooth and rosy skin, thick, soft, and wavy hair - that 1s a beautiful person According to him, the harmony of music reflects the harmonious nature of celestial bodies in the cosmos By reflecting the order of the universe's motion, music has the ability to bring the movement of the soul into that order
Heraclitus, on the other hand, believed that harmonious beauty arises from the integration and combination of opposing elements: "Nature loves to hide For disparate elements are drawn together and harmonized in the visible world, not from like with like By blending the colors white, black, yellow, and red, painting makes a description in harmony with the prototype Music, by combining different tones, high and low, long and short, creates a unified harmony through their intermingling (in choral singing).” (E Groxx., 1984) According to this research, Heraclitus’ perspective emphasizes the synthesis of contrasting elements to create harmony and beauty, whether in art or in the world itself This idea of unity through the interplay of opposites has had a significant influence on philosophical and artistic thought throughout history
Acculturation Theory - Cultural exchange and interaction are ongoing movements within society, closely tied to social evolution as well as the development of culture itself Cultural exchange is not only the result of interactions but is also an integral part of the exchange process In other words, cultural exchange and transformation are the processes through which a nation accepts foreign cultures (Tran,
1998) It can be seen that the appearance of beauty pageants in Vietnam is the result of cultural exchange and integration with countries around the world
Framing Theory is a frequently employed concept in media studies, serving as an extension of the agenda-setting theory This theory suggests that how something is presented to the audience influences the choices people make about how to process that information (Sunday O Arowolo, 2017) Framing is used to represent the communication aspect which leads to the people’s preference by consenting one meaning to another This provides the premise and theoretical foundation to make the research study more scientifically mgorous.
Media in beauty pageants uses a "framework" to rationalize the presentation of images and information related to the competition For example, challenging interview questions, stringent physical requirements, and strict regulations are considered reasonable criteria for selecting the most outstanding candidates for the title of beauty queen Journalists and representatives of the competition provide selected images and information, determining what needs to be eliminated and what needs to be emphasized to shape public opinion and influence the thoughts and perspectives of the audiences For example, beauty pageants often emphasize their community involvement, social benefits, and charitable activities to impact the viewers’ psyche while simultaneously limiting the emergence of controversies surrounding the competition in the public eye (smoothing over scandals)
Social Exchange Theory is a sociological and psychological perspective that seeks to explain how individuals form and maintain relationships based on the costs and rewards associated with those relationships The core idea of social exchange theory is that individuals consider relationships as a series of exchanges, where they aim to maximize rewards and minimize costs Rewards can include emotional support, companionship, financial assistance, and other forms of positive experiences, while costs can be time, effort, financial burdens, or negative experiences such as conflict or stress (Ralph Tench, Liz Yeomans, 2017)
In this research, social exchange theory is related to beauty pageants in Vietnam Social exchange theory can be understood in the context of beauty pageants Contestants in beauty pageants may receive various rewards that motivate their participation These rewards can include recognition, prestige, opportunities for personal growth and development, networking, and potential career advancements Contestants also face costs associated with participating in beauty pageants These costs can include financial expenses for pageant fees, wardrobe, and grooming, as well as the time and effort required for preparation, rehearsals, and travel
Organizers and sponsors, organizers of beauty pageants will receive prestige, recognition from the audience and invitations to cooperate from sponsors Sponsors will
7 provide costs, supplies, and materials related to the pageant to support contestants as well as the pageant to run smoothly and successfully The reward for sponsors is the pageant's media support and promotion of sponsored businesses from the influence of beauty pageants on social networking platforms and in publications throughout the pageant This shows that both sides gain benefits, competitions will have more costs for the competition, and sponsors will be better known to the public
Audiences will spend money and time following their favorite contestants as well as buying tickets to watch the competitions They will get entertainment, inspiration, a sense of belonging to a community, social connections, and the enjoyment derived from observing the pageant process and outcomes
Agenda Setting Theory is a communication theory that focuses on the power of the media to influence public opinion and shape the public's perception of issues, events, and research This theory suggests that the media, through its selection and emphasis on certain issues, has the ability to set the public agenda and determine what issues are considered important or salient in society (Ralph Tench, Liz Yeomans, 2017)
Beauty pageants are currently a hot issue in society Thanks to this theory, this article helps the research go deeper into the current topical issue of beauty queens Agenda Setting Theory can be applied to beauty pageants to understand how they influence public opinion and shape the public's agenda regarding beauty standards, perceptions of beauty, and related issues
Media coverage and public attention in beauty pageants receive significant media coverage, including television broadcasts, news articles, social media discussions, and online content The media plays a crucial role in determining the prominence and visibility of beauty pageants Their coverage influences public attention and the importance given to beauty pageants as a cultural phenomenon
Social and cultural impact in beauty pageants can contribute to broader discussions and debates about societal norms, gender roles, body image, and empowerment They set an agenda for public discourse on these researches, influencing how the public thinks and talks about beauty, femininity, and related issues.
Famous beauty pageants in Vietnam have both positive and negative media effects On the positive side, these pageants can promote public interest in the beauty of Vietnamese women In addition, they contribute to the promotion of Vietnam and its people to the world and also promote the development of the fashion, entertamment, and tourism industries in Vietnam However, the media effects of famous beauty pageants in Vietnam can also have negative effects These pageants can create high standards of beauty, lead to pressure on women's appearance, and even be exploited for commercial purposes
Based on these factors, we can propose the following hypotheses:
Hypothesis 1: Famous beauty pageants in Vietnam have a positive impact on the image of Vietnam and its people in the world
Hypothesis 2: Famous beauty pageants in Vietnam have a positive impact on the development of the fashion, entertainment, and tourism industries
Hypothesis 3: Famous beauty pageants in Vietnam can lead to stereotypes about women's beauty
Hypothesis 4: Famous beauty pageants in Vietnam can cause unnecessary pressure on women
Hypothesis 5: Famous beauty pageants in Vietnam can be exploited for commercial purposes These hypotheses will be tested through this research
Keywords: Beauty pageants, Vietnam, media effect, impact
OVERVIEW OF BEAUTY PAGEANTSIN VIETNAM
Hoa hau (Beauty Queen - The winner of beauty pageants) is a title for Vietnamese women who represent beauty, talent, intelligence and good qualities in a beauty pageant Beauty queens are often seen as models of beauty and good character, and can use their influence to participate in charitable activities, promote culture, tourism, and fund-raising activities m society
A beauty queen is not only a symbol of external beauty but also an example of good qualities and noble personality They not only make a strong impression with their natural beauty, but also with their kindness and compassionate hearts
Beauty pageants can be held at the national, regional or international level Contestants in beauty pageants often have to perform in competitions such as evening gowns, bikinis, national costumes, talent shows, and interviews to prove their confidence and talent
They use their influence to participate in charity activities, raise funds for social issues and promote the country's culture and tourism The beauty of a beauty queen is not only physical beauty, but also the beauty of kindness They use their influence to participate in charitable causes, raise funds for social issues, and support programs that help the community They are not afraid to go far away, go to difficult places and dedicate themselves to helping difficult situations, from orphans, lonely elderly people, to children with serious illnesses
Not only stopping at beauty and talent, the beauty queen title increasingly emphasizes the importance of leadership and contribution to the community The beauty queens who win the title are not only beauties on stage but also leaders, policy makers and people who have a positive influence on society Charitable activities and social fundraising are not only the tasks of organizations but also the responsibility of each person honored as a beauty queen
As a comprehensive role model, the beauty queen demonstrates the spirit of solidarity and accompanies the community in building a civilized, happy and developed society They are the ones who create pride and dignity for the country and are a great source of inspiration for future generations of young people
In recent years, the beauty of Vietnamese women has been increasingly affirmed in the international beauty arena Typically the cases of Miss Universe Vietnam 2017 - H'Hen Nié, Miss International Queen 2018 - Nguyén Huong Giang, Miss Grand International 2021 - Nguyén Thuc Thuy Tién won very high rankings in these beauty pageants In fact, the beauty of Vietnamese women is not just noticed every day Going back in time to previous decades, Vietnamese celebrities such as Tham Thuy Hang, Kim Cương, Kiều Chỉnh also rocked the international film world because of their charming and equally sharp beauty
Media effects in beauty pageants describe the ways in which stories published by the media can influence and/or amplify current market trends Most people accept the idea that the media effect of beauty pageants can influence people But the extent of that influence, who is most affected, when, how, and why, has been the subject of great debate among media scholars for nearly a century How does the media effect of beauty pageants affect young people? This is also one of the reasons for the researcher to start this research.
METHODOLOGY ce ccccceecceeeeesesesceseseeseeeseescsenenseneeseseeseeeseneeseeas 24 — ›-
Statistical treatments cece cece 30 CHAPTER 5: RESULT AND DISCUSSION Q2 Q2 HH He 38
A research process and data collection process require additional tools for statistical processing The researcher uses a number of tools such as Google Meet, Google Form, Google Sheets, Google Docs and Facebook
Google Meet is an online meeting platform, which is used to interview research subjects directly Moreover, Google Meet is a good support tool for meetings online with sound and video quality that helps researcher collect information about interviewees more easily
Google Form is a useful survey form creation and management tool that makes the process of collecting answers more convenient and quick by updating time and answers
Google Sheets is a spreadsheet application, mainly used to help researcher calculate accurately large amounts of data Therefore, the data can be analyzed clearly in an optimal way
Google Docs is a software that is used to create and store information Through this software, all of the data is saved as well as summarizing the whole document
Angela Everhart, 2011, “Entertaining a False Reality: A social comparison examination of beauty pageant participation and the effect on body dissatisfaction, depression, and self-esteem”, Graduate Theses
Groxx, 1984, My hoc, Khoa hoc diéu ki, Van hoa Publisher, Ha Noi, page 15
H I G C Kumara and R A W D Jayawardhana, 2018, International beauty pageants and the construction of hegemonic images of female beauty, Sri Lanka Journal of Social Sciences, page 123-136
Keswani S, Kattu K, Wani A et al, 2018, Journal of Advanced Research in Journalism & Mass Communication, p.14-p.18
Mai Quynh Nam, 1996, “Truyén thông đại chúng và dư luận xã hội”, Journal of Sociology No.1 (“Mass media and public opimon”), p.4
Mavis Henriques - Debasis Patnaik, 2020, Beauty - Cosmetic Science, Cultural Issues and Creative Developments
Ralph Tench, Liz Yeomans, 2017, Social Exchange Theory, page 154-155 Ralph Tench, Liz Yeomans, 2017, Social Exchange Theory, page 156
Social Media and Its Effects on Beauty - Mavis Henriques and Debasis Patnaik Sunday O Arowolo, 2017, Understanding Framing Theory
Tran Quoc Vuong, 1998, Cơ sở văn hóa Việt Nam
Bảng câu hỏi khảo sát về mức độ quan tâm và tác động của các cuộc thi hoa hậu nỗi tiếng tại Việt Nam Xin chao Anh/Chi,
Chúng em là sinh viên năm 3 khoa Quan hệ Quốc tế Trường Đại học Ngoại ngữ - Tin học Thành phố Hồ Chí Minh Chúng em đang thực hiện bài nghiên cứu khảo sát về hiệu ứng truyền thông của các cuộc thi hoa hậu nỗi tiếng tại Việt Nam Ý kiến của Anh/Chị rất quan trọng đề chúng em hoàn thành tốt bài nghiên cứu này Vì vậy, chúng em mong Anh/Chị sẽ dành chút thời gian để trả lời bảng câu hỏi khảo sát ngắn gọn này
Câu trả lời của Anh/Chị hoàn toàn phục vụ cho mục đích học tập, không sử dụng vì mục đích khác Chúng em xin đảm bảo mọi thông tin cá nhân, ý kiến của Anh/Chị đều được giữ bí mật Chúng em xin chân thành cảm ơn
1 Anh/Chị bao nhiêu tuôi?
2 Giới tính của Anh/Chị là?
3 Nghề nghiệp của Anh/Chị là gì?
4 Mức thu nhập hàng tháng của Anh/Chị là bao nhiêu?
5 Đánh giá mức độ quan tâm của Anh/Chị thông qua 4 cuộc thi sắc đẹp sau: Miss Grand Viét Nam, Miss Universe Viét Nam, Miss Việt Nam, Miss World Việt Nam
Cuộc thi/Mức độ quan tâm | Không quan | Quan tâm | Rất quan tâm tâm
6 Anh/Chi biết đến các cuộc thi hoa hậu thông qua phương tiện truyền thông nào?
7 Anh/Chị biết đến các cuộc thi hoa hậu thông qua các hoạt động truyền thông nào? (Chọn nhiều đáp án)
A Thông tm quảng cáo giới thiệu thí sinh
C Hoạt động thiện nguyện của các thí sinh
D Banner, poster thí sinh trên các nên tảng mạng xã hội § Anh/Chị đánh giá như thế nào về cách thức triển khai các hoạt động truyền thông của các cuộc thị hoa hậu tại Việt Nam?
A Hoạt động truyền thông gắn liền với cuộc thi
B Hoạt động truyền thông có nhắc đến tri thức, kiến thức của thí sinh
C Hoạt động truyền thông được quảng cáo quá đà
D Hoạt động truyền thông chỉ tập trung vào vẻ đẹp của thí sinh
E Hoạt động truyền thông lợi dụng scandal để tạo sự chú ý của công chúng
9 Khi đọc được thông tin các hoạt động truyền thông của các cuộc thi hoa hậu, Anh/Chị sẽ làm gì?
E Tìm thêm thông tin về hoạt động ấy
10 Đánh giá vai trò của các quán quân cuộc thị sau: Miss Grand Việt Nam, Miss Umiverse Việt Nam, Miss Việt Nam, Miss World Việt Nam
Cuộc thi/Vai tro cua các | Không có vai trò | Trung Có vai trò rất quán quân quan trọng lập quan trọng
11 Theo Anh/Chi, các cuộc thị hoa hậu ảnh hưởng như thế nào đến hình ảnh của phụ nữ Việt Nam? Ảnh hưởng tích cực Ảnh hưởng tiêu cực
Anh hưởng tích cực và tiêu cực
12 Theo Anh/Chị, các nhiệm vụ và hoạt động xã hội của mà các Hoa hậu Việt Nam cần phải thực hiện là gì?
A._ Quảng bá hình ảnh đất nước và con người Việt Nam
B Tham gia các hoạt động thiện nguyện
C _ Hình mẫu vẻ lối sống lành mạnh
D Thể hiện vẻ đẹp tài năng, trí tuệ của phụ nữ Việt Nam
13 Truyền thông xã hội đã tăng cường hoặc làm thay đối như thế nào về hình ảnh của các Hoa hậu Việt Nam?
A Tăng nhận diện và tiếp cận của các hoa hậu Việt Nam đến công chúng
B Làm thay đổi hình ảnh các hoa hậu Việt Nam theo hướng gần gũi, thân thiện hơn
C Tạo ra những tranh cãi, scandal, phản ứng trái chiều về hình ảnh của các hoa hậu Việt Nam
D Có cả tác động tích cực và tiêu cực đến hình ảnh các hoa hậu Việt Nam
14 Theo Anh/Chị, hiệu ứng truyền thông tích cực nào mà cuộc thi Hoa hậu mang lại cho cộng đồng và xã hội?
A._ Tôn vinh vẻ đẹp người phụ nữ
B Nâng cao nhận thức về cái đẹp
C._ Cơ hội đề phụ nữ thê hiện bản thân
D Thúc đây các hoạt động cộng đồng
15 Theo Anh/Chị, hiệu ứng truyền thông tiêu cực nào mà cuộc thi Hoa hậu mang lại cho cộng đồng và xã hội?
A Khang dinh dinh kiến về vẻ đẹp người phụ nữ
B Tạo áp lực cho phụ nữ
D Tạo ra hình mẫu phụ nữ không thực tế
16 Anh/Chị có bị ảnh hưởng tâm lý trước các thông tin truyền thông của các cuộc thi hoa hậu không?
17 Mức độ quan tâm của bạn đối với cuộc thi Hoa hậu có ảnh hưởng đến quyết định mua sản phẩm hay sử dụng dịch vụ không?
18 Có tin rằng cuộc thi Hoa hậu có thể góp phần quảng bá hình ảnh du lịch và nền văn hóa của Việt Nam ra thế giới không?
19 Liệu có cần thay đổi trong cách tổ chức và quản lý cuộc thi Hoa hậu dé phan ánh đúng giá trị và sử mệnh của họ không?
20 Các Hoa hậu thường tham gia các hoạt động từ thiện, bạn nghĩ sao về vai trò xã hội của họ trong việc hỗ trợ cộng đồng?
A Vai trò tích cực, nâng cao nhận thức và huy động nguồn lực cho các hoạt động cộng đồng
B Vai trò tiêu cực, tạo ra định kiên về vẻ đẹp và sự giàu có