Understanding the needs and conditions for receiving information ofthe public radio rural part of the research public in general press and thepublic broadcasting in particular.Through re
Trang 11 Urgency of the subject
1.1.The public can take many forms, many different objects Learn thegeneral public and target groups in particular to meet the specific needsimprove the impact of the press is essential for modern journalism This isthe scientific basis and practice to improve the quality of programs andnewspaper publications, research capacity, forecasting, monitoring socialmedia
1.2.Public rural groups is important to understand your needs andreception conditions in general press and radio in particular.These peoplelive in rural areas can listen to the radio or not? they wish to receiveinformation on what the media broadcasts? their radio conditions like?need to renew radio how to attract your radio? With the demand for publicreception of rural material conditions of our country's current response isnot?
1.3 Understanding the needs and conditions for receiving information ofthe public radio rural part of the research public in general press and thepublic broadcasting in particular.Through research that may eventuallyform needs, establishment of new conditions in receiving information, inorder to improve the quality of radio programming
1.4 Derived from public radio characteristics and from current practiceresearch groups in rural areas, this dissertation contributes to clarify thepublic face of rural groups to demand characteristics and Conditions forreceiving information; level and how to receive information via radiowaves, the ability to meet current needs
Trang 2This shows that understanding the needs and conditions for receivinginformation broadcast by the Red River Delta farmers are now ofparamount importance in meeting the increasing requirements of the ruralaudience and end promote the development of radio systems in ourcountry.
2 History of research problems
2.1 Overview of our research in the world media
There are many authors, the study of the effects of mass media, directlyrelated to the public as research Toffer Avin (1996), Philip Serge Bretonand Proulx (1996), Prokhorop (2001), Schuson M (2003), Claudia Mast(2003) The authors have considered them and study the work is a part,
an indispensable stage in the media studies and works are highly activerole, the public initiative - recipients Media research has become a majorconcern by many in the world
2.2 In Vietnam, there are some main approaches in the field of publiccommunication:
-Reviews the school media: a study of the public of the authors Ta Ngoc Tan(2001), Nguyen Van Dung (2002, 2006), Tran Ba Dung (2008), D Chi Nghia(2009 ) .The work of organizations like the Voice of Vietnam (2003),Vietnam Television (2001)
- The social learning: Research the theory of public sociology and empiricalresearch These include a number of authors: Mai Quynh Nam (1996,2001), Tran Huu Quang (2006) These case studies, research,experimentation, such as Mai Van Hai (1992), Tran Huu Quang (1998),
Trang 3Truong Xuan Truong (2001), Department of Sociology - Institute ofJournalism and Propaganda (2004.2009 ), Institute of Social Sciences inVietnam
Overall, the study mentioned above, researchers in the world and inVietnam are highly active as except hair back to the public media; see this
as a division, a process can not lack of research in the media Questioned,shrimp understand the needs and conditions for receiving information ofthe public radio to reach rural baggy items for their needs and providesufficient insights to help them convince more and more informationmonitoring information needs to improve the quality of life.This promotesthe need for adequate research-based and specialized practices specific tothe time and location specified This work will contribute little to do that
3.Purpose and research tasks
Purpose: To study the problems of theoretical and practical needs andconditions for receiving information of the public radio in rural areas,propose solutions primarily to create conditions for development and meetthe needs information of the public radio rural Red River Delta today
Duties: System theory on the needs and conditions for receivinginformation of the public radio in rural areas Field observations anddescribe, analyze the situation and demand conditions for receivinginformation of the public radio and rural Red River Delta Detect andresolve conflicts, provide key solutions to create the conditions fordevelopment and meet the information needs of the public radio and ruralRed River Red today
4 Objects and scope of the research
Trang 4Audience research is the need and conditions for receiving information ofthe public radio and rural Red River Delta today Through our investigation
of some provinces is divided according to geographical conditions are: HaiPhong, Ninh Binh, Bac Ninh, Ha Nam in 2010 and 2011
The scope of research topics is a stage, a link in the communication model:research stage receiver (receiver), needs and conditions for receivinginformation from the recipient, public rural groups when receivinginformation Information on vehicle radio
Trang 5The thesis approaches the target and research content is based on thetheoretical basis shall:
Approach from communication theory: History of communication studiesfrom the early twentieth century, despite the model would always mentionthe stage of the receiver, the receiver is considered a stage, one link in thetransmission of message
The receiver has an active role, actively involved in the communicationprocess in the construction of meaning to the message, the impact of thesubject back to communication, dialogue, and to find the truth, to be able topush Quick communication process or create a new effectivecommunication channels The public is one of the rural public media group,
is one of the important factors contributing to the success or failure of amedia product
Approach from sociological theories of the press Thesis learn sociologicalapproach to the process of communication, sociology of journalism andpublic media content as well as social impact of the press Access to theseviews and methods of sociological analysis of public media and mediacontent
Theoretical approach from media psychology With the approach ofpsychology, the study of psychology and the psychological process, not onlyoccur at the stage of the receiver or transmit that information at all stages
of the communication process Within the scope of the thesis research, welimited the survey the most important factor: people receivingpsychological - namely rural public, through form, form, manner,conditions to which they receiving broadcast information Through it,partly evokes the creative psychology of the subject media - radiojournalist, how to get more public reception
Trang 6Research Methodology: research literature; sociology survey corner;method of viewing…
7.New contribution of the thesis
- The thesis first surveys and systematic studies both theoretical andpractical needs and conditions for receiving information from the public inrural areas With the object of our survey of rural Red River, focusing onthe type of phosphate honh boo bar, the material of choice, collection,offers a completely new research
- For the first time, the public media groups in rural areas are highly valued,needs and conditions for receiving information on their radio in the currentperiod surveyed and studied systematically and in detail Thesis to clarifythe role of rural public for newspaper journalism in general and radio inparticular the reform of the current to the positive practices ofbroadcasters reported for rural areas
8 The meaning of the thesis
The meaning of science: The thesis defines the roles of rural public afterreceiving radio information; is subject to additional data sources missingdog before; a source of useful reference material for the lecture taught injournalism school; as reference for journalism students; suggest directionsfor further research to develop and improve the quality of journalism inservice to the public
Practical significance: to provide the broadcasting organization of ourcountry the scientific basis to reliably improve the quality of publicresearch, from which quality adjustment programs Gradually improve the
Trang 7impact of the public broadcasting newspaper rural improve their materialand their spirit.
9 Structure of the thesis
Besides the introduction and conclusion, index, reference, theses dividedinto four chapters and 9 more
1.1.1.1 The concept of demand
The thesis refers to the concept of the needs of researchers such asMarxism-Leninism, AV Macsgulixo, Maslow, Andecphere A popular belief
in the words of the Soviet Union, Vietnam
In this thesis, the concept needs to be considered as interdisciplinary object
of study areas do not boo, corner sociology, shrimp Psychology Needs fromconcept to receive comments on the use in understanding the needs of the
Trang 8press, corner meeting demand, demand for shrimp management.Discussion focused on the need for glasses disease and purpose of thedemand and use in research, proposing nghion Diseases of the cup needs:needs that are met, unmet needs, the need to develop the informationreceived.
1.1.1.2 Conditions appear human needs
Raises human needs in the corner assembly of single objective conditionsand subjective conditions Objective conditions are outside the impactssuch as habitat, shall, political institutions, corner of Assembly and thepeople around Subjective conditions of phosphate from people likeyourself proposing education, income, living standards, time, individualpsychological and socialand All these conditions are decisive in shapingthe human needs
1.1.2 Needs to receive information from the public radio rural
1.1.2.1 Newspaper and radio broadcast information
Alert radio (point traditional) is the type of press used the technique ofelectromagnetic waves and radio system for transmission to the objectlanguage audio direct impact on hearing
Radio and modern development are diverse and abundant as radiobroadcast, radio, Internet, radio and seen on mobile Thus, in addition totraditional radio listening information, the public can now listen, watchbroadcasts on television, listen to Internet radio, listening, reading news onmobile phones with how to build content suitable vehicle A modern radioprograms should have a new content, of the moment, harmony between the
Trang 9elements of information and entertainment, and opinion-oriented andoriented aesthetic.
Modern Radio is the type of press using media such as radio, television,Internet, mobile phones to convey to the object language audio, images,scripts directly impact on the senses
1.1.2.3 Information Radio As the news, events, notices in all aspects oflife at the corner of Assembly and local scope is internationalcommunication media on the radio
1.1.2.2 Public and rural public radio in rural areas
Vietnam's rural public is people living in the rural areas and live mainly inthe heating industry
Public radio in rural areas, also known as the audience or radio, you listen
to the radio in rural areas.The concept of public journalism in general can
be understood as recipients of media products oriented to impact or effect
1.1.2.3 Information needs of the public radio and the rural
Based on professional criteria, Rural public needs to hear a radio program:rural agriculture, environment and development, financial investment,science and technology, breaking national security , People's Army
Based on your interests, rural public needs to hear a radio program,proposing phosphates such as late night reading, music on demand,
Trang 10congressional constituents, in accordance with current affairs, health andlife, you told us, sporting perspective, cultural entertainment
Based on the criteria for age, gender, rural public needs to take inproposing programs such as radio programs for children, youth radioprogram, broadcast women, the elderly club, young rhythm
1.2 Conditions for receiving information of the public radio rural
1.2.1 The group objective conditions
1.2.1.1 Media system and media broadcast
Media system in our country is diversified, full range and ongoingdevelopment
Media broadcasting is a special form of communication because it is themethod and route individual impactas a means of transmission of meaningand feeling provinces associated with music and sound shows
1.2.1.2 The economic conditions, political, cultural, social domestic andinternational
Economic conditions, political, cultural, corner Assembly factors stronglyinfluence the movement of the press The development of economic,political and cultura, social development needs of each country sets itsown needs, demands for information, communication between members ofsociety
Trang 111.2.2.Groups subjective conditions: Occupation, living, education, age,gender
Occupational factors, living, education, age, gender are affecting the way,the extent and purpose of receiving information broadcast by the ruralpeople In which professional education are the two factors most important
to the behaviors of rural areas for public radio reported To change thereceiving pattern (habits, level, purpose, method of receipt) of public radiofor information, to impact first and most crucial to the above two factors.This is a significant problem methodology and practical significance deeply
2.1.1 Geographic features self nhion
Red River Delta in northern Vietnam, the administration shall, includingtraditional single 11 provinces, including Vinh Phuc , Hanoi , Bac Ninh , HaNam , Hung Yen , Hai Duong , Qu ng Ninh, Hai Phong , Thai Binh , Nam Dinhảng Ninh, Hai Phong , Thai Binh , Nam Dinh, Ninh Binh
Population and labor.Red River is the largest concentration of populationnationwide Through education, training and retraining, health protection,
Trang 12proposing the educational background of the region's labor force isincreasingly improving However, the labor force is proposing are noteducated The number of illiterate workers, proposing low concentratedmainly in rural areas.
2.1.2 Economic characteristics, culture - influence the information needs ofthe public radio and the rural
Infrastructure - economic development of the corner of Red River Deltathan other areas in the country was assessed on the type pretty one, butwith requirements to provide information to all people living in ruralareas,, exciting general condition remained in the lower provinces
Economic conditions, development of the area frame corner equally true.Cun exist between coch resilience distance between big big cities such asHanoi, Hai Phung against the glass of the local dogs Living standardsbetween urban and heating T are large differences The link betweeninformation on a baggy provincial cup loosely together dog, chili addssupport each other, mainly on activities in each area of sand, broken framesthat create a huge market information
2.1.3 Radio Systems Red River Delta
Radio Systems Red River Delta, is the Voice of Vietnam and parts of 10radio stations broadcasting provincial stations phosphate glass back barand the glass seal program, proposing the station's FM radio marketdistrict, not radio corner of the cord level, ward Some transmissiontechnologies, new broadcast digital terrestrial broadcasting is also applied
in our country Besides single dog system of phosphate glass bar foreignstations broadcast in Vietnamese as BBC radio (British radio), radio RFI(Radio France), Voice of China (China ) overlay in this field
Trang 132.2 Current status information needs of the public radio and the Red RiverDelta Rural present
2.2.1 Broadcast information needs of the public mainly rural Red RiverDelta now
Within the scope of the thesis research, we have made social surveys tolearn of the needs and conditions for receiving information of the samechyng baked elastic, in the province 4 provinces in the Red River Delta.Number of ballots issued was 550 votes, the votes are collected on 512votes The initial results achieved as follows:
2.2.1.1.The demand for content
This is the region's relatively high position other rural regions, people arealways interested in provinces shall, treatment Rupture of this, listen tothe radio for the policy guidelines and policies, state laws that concernthem most of the 46.2% rate Listen to radio stations for the purpose oftimely information and foreign political interests won second with 44.7%.Then attention is directed to methods of manufacturing experience,business and economic development accounted for 41.5% Finally, demandaccounts for 34.3% of entertainment According to the survey, the publicradio rural Red River with a number of purposes such as academicenrichment to professional knowledge; shot multiple baggy usefulinformation; Knowing the activities of local Learn of interest
2.2.1.2 The demand form:
Demand for program expressions: direct, interactive, reading the text
Trang 14The demand for types of programs: Through investigation, the form ofradio programs for public rural Red River where they want to hear it: Theprogram for rural public, specialized programs
2.2.2 Evaluation needs to receive information from the public broadcastingRed River Delta Rural present
Capability to receive: Access to public information the Red River DeltaRural depends on the situation of radio equipped vehicles in the family.56% of respondents have a radio in the house However the number oftelevisions in rural families in Red River Delta accounted for 79% rate notless As such they would receive information through television with higherrates corresponding to the radio-equipped vehicles in the house
Public class rural people are industrious, hard, hard work, sensitivity in life,thinking real Public groups and the State would continue to be concerned,caring for improving their material and spiritual, education and training tobecome good and productive labor, be useful to those who serve theircountry They have needs and value orientation development richness,diversity, represents a force for social progress and rising demand areconfirmed his place in modern society Therefore, the rural public whohave the ability to receive and process information
Reception level: 30.8% of respondents listened to radio daily, 28.8% heardseveral times a week, 16.5% heard a few times per month, almost unheard
of 20.9%, 3.0% have not heard before Number of respondents listen toradio daily highest proportion is 30.8% Thus, the Red River Delta peoplestill use this type of priority in receiving broadcast information andentertainment However, people spend time listening to the radio every day
is not high, in particular: 57.0% of radio listening from 1 hour to 2 hours /
Trang 15day 20.6% who listen to the radio from 2 hours to 3 hours / day 22.4%radio listeners from over 3 hours / day.
In the mass media today, public rural Red River Delta to receiveinformation mainly through television The reason radio is not socompelling content with television is the highest percentage of 47.7%
The choice and method of reception: mainly chosen people listening athome, this is logical with the information they have heard of focus Andhear it work out in the same low percentage, usually associated with radiofor other lower concentrations However, due to farm work they can takeinitiative, and radio that can be taken anytime, anywhere, so people canlisten to radio anytime and anywhere Therefore, the receiving radioinformation can help them receive the information is updated regularly andcontinuously
Compared to the local radio station, Voice of Vietnam has proved to be areliable transmission channel, attracting large audiences as citizens of theRed River Delta The rate of rural public choice to listen to local stations islow, the quality of local radio programs in the provinces in the regionshould enhance improvements in content and form to meet the needs ofrural people areas
Use this time to receive: radio time is often of rural people the eveningbefore bedtime proportion is 45.5%, 18.8% both working and listening tothe radio; 19.7% at that time gathered to hear stations; 7.2% atimplementing individual activities; 5.7% at a power failure; 11.3% at thetrain car waiting in traffic Time to listen to the radio of the ruralpopulation is equal to the time 49.8% listened to the evening beforebedtime; 19.1% to both working and listening to the radio; 21.2% want tohear at that time concentrated 3.2 % want to hear at implementing