The research purpose of the thesis is to propose a model of agricultural development communication in the Northwest region and to demonstrate solutions and recommendations to promote the role of agricultural development communication in the region.
INTRODUCTION The urgency of selected topic From the perspective of propaganda and communication based on MarxismLeninism, Ho Chi Minh's thoughts and modern communication approach, it is agreable that "there is a strong connection between communication and development” and "communication activities should be promoted to exploit and take the full advantage of all resources in agriculture, farmers and rural areas" are important solutions A few of development communication researchers also pointed out that the limitation of rural and agricultural development in Vietnam was resulted by the diffusion model and the modernization development model Although it was in line with the context of Vietnam's rural development in the early stages of reform, it failed to ensure the sustainability of further stages of development It is very important to have an appropriate model of agricultural communications for the new stage Based on the research of many national and international scientists, and my own personal experience, I think the application of development communication model to agriculture is the optimal solution For Northwest Vietnam, improving the efficiency of agricultural communication is identified as one of the important directions for agricultural development Innovation is a must in order to improve the efficiency, especially having a new communication model In order to materialize the innovation, the first stage is proposing and substantiate an appropriate regional communication model, step by step replaces the traditional one For the above reasons, the topic of "Agricultural development communication model in Northwest Vietnam" has been selected for the doctoral dissertation in Mass media Purpose and mission of the study 2.1 Purpose The purpose of this study is to propose an agricultural development communication model for Northwest Vietnam and substantiate solutions and recommendations to enhance the role of communication which contributes to meet the needs and achieve the agricultural development goals in this area 2.2 Missions In order to achieve this goal, it is required to conduct the following tasks: - Firstly, systematize the basic concepts of communication researchers to provide a background knowledge of communication for development, communication for agricultural development and propose an agricultural development communication model for Northwest Vietnam - Secondly, identify exactly the characteristics and problems of agricultural communication mechanism in Northwest Vietnam by making survey in Son La and Lai Chau - Thirdly, propose and demonstrate foundation directions and key solutions to promote the role of agricultural development communication in Northwest Vietnam Objects and Scope of the study 3.1 Objects The objects of the study are agricultural development communication with a characteristic as a set of basic elements of communication, relationships between those elements and impact mechanism of the model with agricultural development in Northwest Vietnam 3.2 Scope of the study The research object of the study is communication activities for agricultural development in Northwest Vietnam The examine object of the study are methods of communication for agricultural development in Northwest Vietnam including 1) research and examine duration is from 1986, when Vietnam started the Resolution era, until now, 2) selected typical examined locations are Son La and Lai Chau Hypotheses Firstly, it is very important to have a communication model for agricultural development proposed based on modern theories of development communication, at the same time, matches specific local conditions, such as culture, society, geographical nature, etc Secondly, the current agricultural communication model is one way and imposed Thus, communication is not able to enhance its role in the development of agriculture of the Northwest Thirdly, the proposed agricultural development communication in Northwest Vietnam not only resolves the limitations or weaknesses of the current model but also inherits and promotes the potential strengths and advantages of local agricultural development communication Rationale and Methodology 5.1 Rationale - The rationale for the study is modern theories of communication, development and the role of communication for sustainable development in general and for sustainable agriculture development in particular The study is also based on the perspective of Marxism-Leninism and the Communist Party of Vietnam on agricultural development and contribution of propaganda and communication to agricultural and rural area development 5.2 Methodology Specific methodologies selected for the study are analysis – synthesis, which is used on documents research, together with inductive – deductive, which is implemented to examine the current situation of agricultural development communication in the Northwest Besides, the study also utilized other methodologies like statistic, survey and in-depth interview in two provinces Son La and Lai Chau Contribution of the study Firstly, this is the first comprehensive study on researching and proposing agricultural development communication model in Northwest Vietnam, in which, indicating the elements of the model and relationships between them Secondly, the study researches and analyses the current situation of agricultural development communication activities to identify both advantages and disadvantages, as well as the reasons and the issues of sustainable agricultural development communication in Northwest Vietnam Thirdly, the study proposes and demonstrate foundation directions and key solutions to enhance the role of communication in agricultural development in Northwest Vietnam, nowadays Theoretical meaning and Practical meaning 7.1 Theoretical meaning The study significantly contributes and supplements to the Vietnamese agricultural development communication theory system and the agricultural development communication model It is considered the first systematic scientific study that evaluates agricultural development communication activities and methods in Northwest Vietnam 7.2 Practical meaning The results of the study will be an important basis for people who directly involve in communication, especially administrators, who are able to find it as a good reference to develop the development communication model and agricultural development communication model which are suitable with specific local conditions and ensure the sustainable development In addition, the study can be a scientific material for the study and research of students major in communication or journalism and those interested in the topic Table of contents Besides Introduction and Conclusion, the study is divided into chapters and 10 sections CONTENT Chapter I General overview Studies on development communication Based on the analysis of the research results in Vietnam and other countries, valuable results are conducted as follows: First of all, together with the growth of technology and communication techniques, modern media means, tools channels and forms are observed to achieve constant development, primarily, creating a transformation, which leads to the birth of new communication variation, on the other hand, the traditional communication channels still develop by themselves, maintain their advantages and learn from the modern technology Secondly, the stated quick transformation robustly enhances the role and importance of mass and non-mass media communication to society sustainable development The procedure, objectively, is making communication not only an impact and promote element for the development of society but also an intrinsic factor of sustainable society development Development communication has become a scientific term expressing the important role of communication as a part of social development in general and development in each sector of social life (economy, politics, culture - society and people) in particular Results of the research on development communication, economic development communication, agricultural development communication, etc are methodological valuable and on the other hand, provide good references for estimation, criticism, selection and inheritation for the study to complete its missions Studies on development communication models Lasswell model is a traditional communication model that has a reference value to clarify several foundation definitions of communication theory, such as mass media communication, non-mass media communication, etc,; however, the model has not reflected the initiative of the public in receiving communication products Meanwhile, Shannon & Weaver has outperformed Lasswell’s with quite clear “response” element between audience and sources reflection, meaning that communication is a two-way information exchange and always occurs in the context of interpersonal relationships This also denies the perception of absolute effect of communication to recepients Lerner, D’s Two-step flow of communication model with with a notion that in order to be able to have a full effect, mass media communication has to be followed by its second stage – interpersonal communication Besides, it is essential to mention the four PR model groups by Grunig-Hunt, which all derived from development communication and adaptive communication to achieve the best development Studies on sustainable development The foundation and key intensions of sustainable development is the development that meets the harmonization between the economic efficiency and an equal society together with an environment which is protected, preserved and used properly Sustainable development includes four basic criteria as follows: firstly, the development have to ensure to use, preserve and develop properly the ecological environment Secondly, sustainable development must be based on a sustainable economic growth Then, sustainable development implies the development of a stable, healthy and democratic environment of politics and society Last but not least, sustainable development includes and is based on a harmonious environment of culture and society which human beings are liberated and freely and comprehensively developed In order to implement the basic criteria of sustainable development in reality, a critical strategy should be mapped out based on two aspects: compatibility - sustainable development is in line with needs in each country cooperation - it needs collaboration of countries, organizations, international and regional social forces, etc Conclusion for chapter A number of researchers from all over the world have been interested in development commination since the middle of 20th century In Vietnam, although research on this topic have been conducted decades later, the results can be considered positive There is a close relationship between communication and social development In other words, communication is considered as a factor which has strong influence and ability to spread widely and persuade the public Society is not able to develop sustainably without the effective communication mechanisms Chapter II: Theoretical and practical foundation for developing the agricultural development communication model in Northwest Vietnam 2.1 Rationale 2.1.1 Related concepts Communication The term "communication" in this study will be understood as social communication, which is an activity for exchanging and sharing information between individuals, organizations, groups and communities in society to achieve mutual understanding, thereby connect to each other Basically, this activity is the exchange - sharing, transmitting - receiving of information between senders and receivers through the messages conveyed, transmitted and received by channels and means of communication Mass media Mass media is a term referring to to a system of communication channels that convey the messages of communication to the mass public in order to call for, educate, persuade and organize their interests, and participate to handle the political, economic, cultural and social tasks Mass media only appears and develops in order to meet the objective needs of the public and it is necessary to have mass communication For the study, the term mass communication will be used as mass media Although journalism is just a part of mass communication, it plays a central and fundamental role and is able to determine the tendency, capacity, and effectiveness of the mass media Non-mass media Non-mass media is a term referring to the forms, channels, and means of communication that convey specialized messages to a specific group, community which meet the needs of this specific group It is a new factor developing rapidly and having effects on the change of development communication model Development and sustainable development The term "development" is defined as a process of upward movement, from low to high, progressing and improving; human beings are fully aware of the development and the development in reality leads to the development of mindset; development is universal and occurs in all areas of objective reality Sustainable development is defined as the development that meets the needs of all aspects at present and ensures the long-term development in the future Sustainable development not only satisfies to achieve all basis development of the present but establishs a foundation for further development of future generations Sustainable development is based on the harmonization between the economic efficiency and an equal society together with an environment which is protected, preserved and used properly Development communication “Development communication” is the term that reflects the organic relationship, impact and influence of communication contribute not only a service role but also become a motivating element for society development Development communication involves the following characteristics: firstly, development communication is communication to disseminate knowledge/ diffuse new things; secondly, development communication is participatory communication; moreover, basically, development communication is an improvement of society and meets the needs of society 2.1.2 Development communication model Communication development model is a social model developed by communication and development communication researchers and it was designed to describe and prove the role and position of fundamental parts which contribute to communication activity, and the basic relationship between the elements of communication in order to serve the development of society As researched a variety of development communication models by foreign researchers, several similarities, at the same time valuable references are selected and added to the study theoretical foundation in order to complete the research purpose of the study Those are the perceptions relating to participatory communication, communication leaders, interpersonal communication, etc, in the Two-step flow of communication model The mentioned scientific views are demonstrated based on modern conceptions on the role of communication technology application or two-way communication mechanism in association with researches that discovered features, needs and message receiving conditions of communication audience, etc, and They are forming a public communication journalism type In different development communication methods and types proposed by Vietnamese researchers, perceptions on role of specialized communication, role of integration and convergence of communication to development, in general, and ethnic minority society development, in particular, etc, are mentioned However, values and results of those researches are not systematic and clarified as an agricultural development communication model In addition, there are no study on agricultural development communication model in the Northwest Both achievements and limitations of domestic researches are considered as the practical foundation for the study 2.1.3 Agricultural development in Vietnam Based on a summary of Communist Party's documents recently, basic views of the the Party on agricultural development are as follows: Firstly: To develop comprehensively agriculture in the direction of modernity and sustainable efficiency, take full advantage of the tropical agriculture in combination with solving the problems of farmers and rural areas Secondly: To build and promote the role of farmers which are the subject of the agricultural and rural development process Thirdly: Agricultural development must be associated with the construction of new rural areas in the direction of civilization, prosperity, and higher standard of living of farmers and people living in rural areas 2.2 Practical basis 2.2.1 Practices in Northwest Vietnam After stating an overview about economy, culture, society and communication environment of in Northwest Vietnam, the study recognizes that the agricultural development of the Northwest is an important task and always receives attention from the Party and Government At present, the key and urgent task having the long-term significance is agricultural development based on the strength of the areas, thereby helping farmers reduce poverty and gradually improve their lives To carry out those tasks, the first thing to is promoting to change their mindset, enhance the self-development and give them guidance and orientation to reduce poverty It is the task of agricultural communication 2.2.2 Agricultural communication in Vietnam After conducting a survey on the process of forming and developing basic views and guidelines of the Party and the Government on agricultural development communication in two basic periods: the period from 1945 to 1986 and the period of Doi Moi since 1986, the study summarizes and states that using communication to serve agricultural development was early determined by the Party and the Government right after gaining the authorities Communication has been developed together with the development of the Party, especially in mindset and cognition The core is that the Party always calls for the constant change of all revolutionary activities, including agricultural development communication in order to adapt to each development condition It means that in each period, it is necessary to have a change in line with the practical requirements It is an important practice for researchers to study and propose agricultural development communication model in Northwest Vietnam today 2.3 Agricultural development communication model in Northwest Vietnam 2.3.1 View on developing the model 2.3.1.1 System – structure point of view requires and allows researchers, policymakers, and leaders to establish not only the general, macro and systematic models but also specific models which demonstrate each relationship, each element of the system (sub-system) with the characteristic of key relationships and elements of general models 2.3.1.2 History – detail point of view requires and allows researchers, policymakers, and leaders to establish the communication models suitable to the natural, environmental, socio-economic, cultural and historical characteristics of each stage, territory, or specific area of society in each particular historical period of social development, etc 2.3.2 Agricultural development communication model in Northwest Vietnam According to the rationale and practice, the communication model for agricultural development in Northwest Vietnam is proposed as follows: MASS MEDIA SUBJECT OF COMMUNICATION THE ELITE MESSAGE THE PUBLIC NON–MASS MEDIA NEEDS OF INFORMATION OF THE PUBLIC Conclusion for Chapter There is a close relationship between communication and social development In other words, communication is considered a widespread factor which has the power to persuade and influence the public Society can not develop sustainably without the effective communication mechanisms The development of communication theories, therefore, closely links to social development theories at various stages According to it, research on agricultural development in Vietnam should begin by proposing and proving an appropriate communication model "Appropriate" is understood in two aspects: firstly, it is in line with modern 10 scientific theories of development communication and the model of development communication has been applied by Vietnamese and international researchers; secondly, it is in accordance with the specific conditions of the development communication environment in Vietnam currently 11 Chapter III: Current situation of agricultural development communication in Northwest Vietnam The results showed that: Advantages Firstly, a multifaceted communication foundation system has been established, including mass media and non-mass media specialized bound to different aspects of propaganda/communication, public relation or ideological activities, which make the process of conveying message faster and more convenient Secondly, the interaction in TV programs between farmers and agricultural experts has helped to increase the confidence of people in the information received TVprograms reflect closely the reality issues of agriculture, farmers and rural areas and provide a forum for farmers to express their thoughts, feelings, aspirations, and share personal experience Thirdly, local radio and television stations have updated and brought the latest news to local people with the diversification of languages Fourthly, a non-specialized communication team of members with high reputation and the village heads have done a good job as the role of intermediary, according to the two-step flow theory Thus, the policies, guidelines and laws are implemented effectively Disadvantages Firstly, although television is popular with the majority of North-western people, the content and forms of information transmission have not met the expectation of the public Secondly, radio communication is not effective as there is a limitation in speed of updating information, level of accuracy as well as time for transmitting agricultural information Thirdly, communication by printed newspaper is not suitable to the literacy level and language of the public Reasons and problems First of all, the communication model in the Northwest in particular and in Vietnam in general is essentially a diffusion model and modernization Application of these models has failed to ensure the sustainability Secondly, awareness and cognition of people in Northwest are not in line with the requirements of communication program implementation Local people 12 have the habit of receiving information passively, mainly from people who are able to orient public opinion such as the officials at all levels, village elders, village chiefs, etc However, these people are not well-equipped with communication knowledge, skills or experience Thirdly, methods and languages of a number of communication products are not appropriate with local culture, literacy level as well as information receiving conditions of public audience, who live scattered and pay more attention on how to supply their daily essentials rather than entertainment needs, which are still big “gaps” Fourthly, the assignment of officials to manage and operate of the information and communication system at grassroots level is not consistent The policy mechanism for the staff in charge is not clear enough Specialized training courses or professional training have not been organized Facilities for communication activities are inadequate Fifthly, it does not take full advantage of grassroots information and communication to develop, manage and improve the capacity of accessing to agricultural scientific and technical knowledge Conclusion of Chapter In order to enhance the efficiency of agricultural development communication in the Northwest, one of the key solutions to innovate the communication method on the basis of proposing the appropriate communication model Because there is a fact that the inappropriate means of communication lead to the slow implementation of directions and policies, especially in remote, mountainous and ethnic minority areas The renovation in methods of communication aims to improve and eliminate the weaknesses in communication activities to get in line with development level of the Northwest for the purpose of developing agriculture, rural areas and farmers 13 Chapter IV: Orientations and solutions for developing a development communication model in Northwest Vietnam 4.1 Ways for renovation: 4.1.1 Views of the Party on journalism communication and agricultural development must be applied consistently in Northwest - First of all, it is important to understand that agriculture, farmers and rural development play a strategic role in policies of the Party Therefore, agricultural development communication in the North West should be facilitated in line with this strategic requirement - Secondly, at present, communication for agricultural development is the task of entire political system, specifically the propaganda of each Party’s member 4.1.2 Combination of mass media and non-mass media The combination of mass media and non-mass media is carried out in two directions that are closely related: renovating the content and methods in more practical direction; on the other hand, capturing the needs of information acquiring of public audience – the ethnic minorities community Focus on persuasiveness, relevance and attractiveness to the subject of communication Propaganda/communication activities have to be built on the basis of information exchange, mutual understanding and information transparency 4.1.3 Developing a group of staffs who understand deeply the local culture, have good capacity and ability to operate equipments of modern communication People who communication can and should be the non- mass media propagandists Staffs of non-mass media have to be able to create the communication products with appearance and form of society communication in general There is a need of developing a group of staffs who understand deeply the language, local customs, religions, etc, of the Northwest audience The communication force should be able to operate modern communication equipments and have knowledge about conducting propaganda and PR activities for rural areas and ethnic minorities people 4.2 Solutions for development 4.2.1 Solutions promoting the role of mass media Firstly, renovate content and means of communication in education and advocacy 14 Secondly, renovate the ways of working, enhance and strengthen frequently the organizational structure of agricultural extension organizations: focus on grassroots for better farmers approach and understanding Thirdly, promote and encourage farmers to apply scientific, technology and standards of quality assurance to agricultural production 4.2.2 Solutions promoting the role of non-mass media Diversify and integrate many forms of non-mass media Forms and content of agricultural communication to increase the exchange with farmers such as: seminars, technical training, sightseeing; discussion and meetings; organize agricultural extension clubs, self-management extension villages or hobby groups should be promoted Public performances models for groups and communities with mutual interest and needs should be organized as well Information Points Information Point is a model applying information technology for development (ICT4D) Info booths with internet connection have to be equipped with computers, printers and telephones, and are able to provide with basic data base information about economy, society, culture, techniques, and law Information Points are located in conveninent places so that people can reach easily Apart from the main task of information providing, there should be assigned staff that are capable to directly instruct people to use modern channels and devices to access information at the Information Points Self-management groups and focal groups in community The self-management groups in community have been established with the aim to promote the engagement of people to local development programs This is an informative and convenient form of communication for people because it is a two-way exchange of information: people can express their needs for information and receive information as requested The success of this model depends on the preparation of the topic, the ability to convey the message of staffs at Information Points and managing capacity of group leaders Organize training courses on agricultural development communication with the proper topic and size: One of the most popular forms of agricultural development communication which is also the most appropriate form for agricultural development communication in the Northwest is organizing training courses and meetings on mass media and non-mass media Increasing agricultural development communication categories, programs on the mass media 15 The nature of non-mass media communication (or non-massify communication) is radio stations, television, journalism, etc increase the number of categories and specialized pages to effectively meet the needs of different groups It is very important and in fact, it is happening in Vietnam and having achievements Apply the model of radio communication suitable with customs, habits and lifestyle of local community Apart from loudspeaker systems in all project communes, it is necessary to set up an FM broadcasting system to help the local use this mean of communication to disseminate and announce information 4.2.3 Solutions enhancing capacity of local agricultural communication staffs 4.2.3.1 Conduct suveys, examination on the exact condition of local agricultural development communication staffs’ levels and propaganda/communication skills 4.2.3.2 Organize training courses on local agricultural development communication knowledge and skills for grassroot communication officials - Firstly, training course on agricultural development communication for specialized propaganda/communication staff - Secondly, training course on agricultural development communication for non-specialized propaganda/communication staff - Thirdly, training course on agricultural development communication for both specialized and non-specialized propaganda/communication staff in the context of large-scale key agricultural development programs and projects 16 CONCLUSION On the basis of researching and solving several issues relating to identified purposes and missions, the study has conducted results as follow: - Firstly, systematize and clarfiry theoretical and practical foundation of agricultural development communication research and propose an agricultural development communication model for Northwest Vietnam - Secondly, conduct a survey, analyse and evaluate the current situation of agricultural development communication model for Northwest Vietnam - Thirdly, propose and demonstrate foundation directions and key solutions to renovate agricultural development communication model in Northwest Vietnam With above results, the study is expected to become a reference material for study and research of students major in communication and those interested in the topic-related issues or renovating propaganda/communication activities and suggest direction for further research 17 LIST OF PUBLISHED SCIENTIFIC WORKS RELATED TO THE DISSERTATION Do Minh Hien (2009), The Role of Public Relations in Vietnamese Market Economy, Journal of Political science & Communication Do Minh Hien (2009), Communication for development: Targeting the untargeted, Reforming the media Do Minh Hien (2014), Development Communication and Issues in Developing Communication Policy for Agriculture, Farmers and Rural Development in Vietnam, Workshop on Integration Science international economy – A 30-year look back, the Communist Review and Quang Ninh Provincial Party Committee Do Minh Hien (2015), Promoting the role of communication in the construction of new rural areas, Scientific Conference on Industrialization and Modernization of Agriculture and Rural Areas organized by Communist Review and the Theoretical Council Central Do Minh Hien (2016), Journalism with Communication of Agricultural Policies, Farmers and Rural Areas in Northwest Vietnam, conference Journal Information with Management Leadership in Vietnam in the Process of Innovation and International Integration, Academy of Journalism and Communication Do Minh Hien - Do Minh Hung (2017), Building a Group of Officers cum Leaders in Information, National Scientific Conference on Training of Communication Officers, Academy of Journalism and Communication Do Minh Hien (2017), Renovation of Agricultural, Farmer and Rural Communication of Local Communist Party Newspaper in the Northwest nowadays, Mat Tran Journal, December 2017 Do Minh Hien (2018), Several current issues on building agricultural development communication model in the Northwest, Journal of Political science & Communication, March 2018 Do Minh Hien (2018), Building development communication model in Vietnam nowadays, Journal of Journalists, May 2018 18 ... is communication activities for agricultural development in Northwest Vietnam The examine object of the study are methods of communication for agricultural development in Northwest Vietnam including... building agricultural development communication model in the Northwest, Journal of Political science & Communication, March 2018 Do Minh Hien (2018), Building development communication model in Vietnam. .. communication model in Northwest Vietnam today 2.3 Agricultural development communication model in Northwest Vietnam 2.3.1 View on developing the model 2.3.1.1 System – structure point of view