M Wirtfffe) 4fe dm vi|c t^ chuc cua T6nt iiAng f Rcchard Nixon vio nAm
G U^ gh^ faykm hrc khi c6n dkMng nhiem chi vl dk Mi b*o ate hti ky gii Bob
3.2.2 Ly thuyet va phan loai bao ch
Nha khoa hoc chinh tn ngudi My Robert M. Entman chia bao chi thanh bon loai: bao chi truyen thdng (traditional media), bao chi la cai (tabloid), bao chi cd suy (advocacy media), va giai tri (entertainment). Tieu chi phan loai ma dng sir dung la can cur vao viec loai hinh bao chi dd cd tuan thii 5 nguyen t k can ban
ciia nghe bao khdng? 5 nguyen tSc §y la: [1] chinh xac; [2| cdng bSng: |31 giam
sat chinh phii; [4] phan biet rach rdi giira dua tin va binh luan. dua tin va quang cao: | 5 | khdng dat tdi da hda lai nhuan lam muc dich cao nh§t.
Bao chi truyen thdng la loai bao hudng tdi viec tuan thu ca 5 nguyen tac lam bao neu tren. Theo dd, mot nha bao mau muc trudc het phai la ngudi dua tin chinh xac, trung thuc, chang han phai su dung nhung ngudn tin dang tin cay, trich dan y kien va tu lieu cua nhung ca quan cd trach nhiem. Thu hai, nha bao phai cdng bang, ma theo dinh nghTa ciia Entman la '"cd each ddi xu tmmg ducmg ddi vdi cac ben" va giiJ cho cac quan diem ca nhan duac doc lap. khach quan. Thu ba, nha bao phai can dam thuc hien chuc nang giam sat chinh phii: buoc chinh phii thuc hien trach nhiem giai trinh. Va khdng chi nham vao chinh phii, bao chi cdn cd chuc nang giam sat ca cac ca quan quyen luc khac, cac gidi khac (vi du gidi kinh doanh, gidi y bac sT...) - nhijrng ngudi cd kha nang tan dung, lam dung Igi th^ ciia ho trudc xa hoi de true Igi bat chinh. Cdn "phan biet rach rdi giua dua tin va binh luan", nghia la mgt bai bao chi nen thuc hien hoac la dua tin va khdng Idng ghep y kien ca nhan, hoac la cd su danh gia va phan tich chu quan
tuc binh luan. Tuang tu, va hk sue ro rang, vice dua tin phai ddc lap vdi hoat
ddng quang cao.
Nhung dac diem ^y dua tdi nguyen tSe thu nam cua bao chi truyen thdng: khdng coi Igi nhuan la muc dich cao nhat.
Bao la cai cung cd tha hudng tdi viec dua tin chinh xac va cdng bang, tuy nhien nd khdng chii trgng tdi chuc nang giam sat chinh phu. Va dac diem ndi bat ciia nd la: Dd l^i loai bao nhrun vao \ iec tdi da hda Igi nhuan. Ve diem nay, bao la
nhChiR diln bi^n rdt pluic tap, chang han hai nha bao Nguyin Viet Chi^n (Ihanh Nien) va Nguyin Van Hai (Tu6i Tre) bi bat (ngay 12 thang 5 nam 200K). nhicHi phong vien khac bi dieu tra, hen quan to. viec dua tin ba. ve tham nhung tai PMU 18.
'' Vu PCI PCI la ten vic^t tat cua PaciHc Consultants International - Cong ty Tir vin Qu6c l^ Thai Binh Ducmg
(Nhat Ban) Thanu 6 nam 2008, bao chi Nhat Ban dua tin mpl so quan chuc cua cong ty nay da ho. Ip »^^"^^^^"^ nuh n USD cho d6i tac Viet Nam d^ du,.c thang th^u. Nhan v^t nhan hoi lo bi chi dich danh la ong Huynh Ngpc s t Pho Giam d6c So Giao'thong Cong chinh Thanh ph6 Mo Chi Minh kicm Giam J-c Ban Quan > du an Da. Ip Dong-ray. Tuy nhien, cho d^n d^n ng^y 9 thang 12 nam 2008, vu vi^c moi duac ph.a V.^i Nam kho. to.
" SCIC li ten vi^t tat tu tidnu Anh State Capital and Investment Corporation (Tdng Cong ty Dau tu va Kinh doanh V6n Nha nuac). Day la^Tipt doanh ngluep nha nuac quy mo Ian, co chuc nang quan y va dau tu von cua S^^nu^c v^.. tu each dai dien cho Chinh phu Viet Nam t.i.cac doanh nghi^T nu Ch.nh P^J,f- - Th^^^^^ nam 2009, du lu$n xon xao khi Ki^m tain Nha nu6c cong bo thong tm lucrng cua lanh dao SCIC len t6i tren 78 tri^u d(^ng/lhang (khoang 4.500 USD).
* ' r cai tuomg tir vdi truyen thdng giai tri, the loai ma tieu chi sd mgt la sinh Igi nhuan, sd hai la phai vui ve, giiip ngudi hudng thu thu gian va duang nhien la bit can cac yeu td chinh xac, cdng bang, trung thuc (tru phi vi muc tieu Igi nhuan).
Cdn bao chi cd suy lai la mgt khai niem tuang ddi mdi me. Theo Robert M. Entman, loai bao chi nay xem giam sat xa hgi la uu tien hang dau. Nd khdng quan lam tdi Igi nhuan (tham chi trong rat nhieu trudng hgp, cdn chap nhan thua id), ma chi hudng tdi lam sao md rgng anh hudng xa hgi ciia minh. the hien d kha nang tac ddng den chinh sach Nha nude va thai do ciia du luan. Le dT nhien la nhijng tda soan theo kieu bao nay deu cd chu kien. Viec nha bao dua tin va binh luan phu thugc rat nhieu vao lap trudng ma td bao ling hd. Tin tuc. du la sir that nhung neu di ngugc lai quan diem ciia tda soan, thi se bi loai bd. Yeu td chinh xac cd the van cdn, nhung su khach quan va cdng bang thi khdng nhat thi^t. Vdi nhilng dac diem dd, cum lu "advocacy media" cd the dugc hieu theo nghTa "bao tuyen truyen", nhung khdng phai tuyen truyen cho chu trucrng chinh sach ciia chinh phii, ma ngugc lai, cho nhung lap trudng phan bien chinh phii (diing hoac sai).
Can cu vao each phan loai ciia Robert M. Entman. chiing tdi da thu ddi chi^u vao thi trudng Viet Nam va th^y chiing ta cd cac td bao theo kieu tru\en thdng nhu: 1 uoi Tre, Thanh Nien, liCn Phong... Cd cac td bao giai tri nhu Dep (thugc Thdng t§n xa Vict Nam), www.ngoisao.net (cua bao dien tii Vnexpress, thugc Tap doan FPT)... Mgt vi du rd net v^ bao cd siiy la VietNamNcl.
Cd le vdi nhi^u nha bao Viet Nam, ngay nay. nhung nguyen tac ciia bao chi truyln thdng ma dng I:nlman neu ra khdng cdn la dieu mdi me. Tdi tin la neu dugc hdi, da so cac nha bao cd th^ ndi vanh vach r^ng bao chi diing nghTa la phai thuc hien dugc cac chuc nang dua tin va giam sat chinh phu. phan bien xa hdi, vdi cac yeu eSu va tinh chinh xac, cdng bang va khach quan.
Nhung dac di^m hy da la cac cot try d^ bao chi phucmg Tay dua vao, tir
lau Nhuna trong khoans hai thap ky qua, sir bung nd cua Intemet va cac loai hinh giai tri da khi^n chi^c ngai cua bao chi truyen thdng bj lung lay. Trong cuon
Losing the News - the Future of the News That Feeds Democracy, tac gia Alex
Jones y\k rang: ^Khi nao cac tin tire nhSm muc dich giam sat chinh phu tro nen
qua Chan, va ngudi ta phai lira chgn dua tin gi tren ca sd cai gi thu hut khan gia nh'eu nhdt, ,hay vi d J v a o (in, qunn trong cua tin ,.rc. .hi kl„ do cac „eu chuan danh cho tin la cai dugc ap dung.
Cac t6a soan b:^o chi truyen thdng d k bi^n thanh toa soan tin la cai. va
dia. nay dane diCn ra ra a toe do nhanh chong mat... Khuynh hucrng h.en ta. la i f c l i h6a - nihla M hinh tha.ih mot nen bao chi ma uu fen du> nhat la Ig, nhuan
chCr khong phai la Igi ich c6>i. ket h.rp va, Ig. nhuati^ .^ ^ ^^ ^^
^ Xmhucmg do dang la .noi n,u> nan'cl'.o bao cin M . ^•a cung kh6ng h^-xa , ^ . , V,^t Nam mac du nen bao chi V.ct Nam mo. dan, trong g>a. doan chuyen I S hoa, nghia la tach dan kho. hoat dgng tuyen tru>en ^a dap ung nam t,eu
chuan vira neu trdn. Ciing mgt luc, bdc chi Vi?t Nam vira phai chuyen nghiep hda
vira phai \A c^i hda.
Theo Doan Trang, bao Phap luat Thanh phd Hd Chi Minh, thi: Vdi the h? cac nha bao hi?n tai, cd th6 nhieu ngudi se cam th^y minh vira may mSn. vira
khdng may mSn. May vi chung tdi lam bao trong mgt dk nude dang chuyen ddi,
nai xa hgi cd rdt nhieu dieu chua bi^t, mudn bi^t va cAn dugc bi^t, nai nhu c4u thdng tin cua cdng chiing la r4t cao. Cac td bao ludn cd nhidu khoang trdng thi
trudng de lap. Cac nha bao ludn cd nhieu chu d^ de \ik. Nhimg khdng may min,
hdi VI ciing mgt luc, chung tdi bj ap Ivrc phai cudn theo ca cai da chuyen nghiep hda Ian la cai hda ciia bao chi. Nhumg gi truyen thdng phuang Tay trai qua dAn dan trong nhieu nam, thi chiing tdi da va dang phai chju trong thdi gian ngin: Xu hudng la cai hda da den qua sdm trong khi bao chi Vi?t Nam cdn chua kjp trudng thanh de ddng day du vai trd "quyen l^c thir tu".
3.3 Mo hinh va cat che tac d9ng cua truyen thong dai chiing
De cd the ddnh gia, do ludng dugc tac dgng ciia bao chi len mgl chinh sach cdng nao dd, chung ta can tim hieu ve ca che tac dgng cua truyen thdng dai chung, ve "dudng di" ciia thdng tin.
3.3.1 M o hinh truyen thong truyen thong
cac cdng trinh nghien cuu ly thuyet thdng tin cua Claude Shannon da md hinh hoa ho^t dgng truyen thdng theo cac y^u td thanh phan va cac mdi quan h? tac dgng trvrc tiep.
Noise
s,.^^ Channel
E n c o d e r ^ • Message Decoder Receiver
F««dback
< —
/ ; Mo hkth truyin i " Weaver
Mch Ihiic V* phintng phi^ lAc # i « h(fpffm liRf c w hifu qui • • mm « • «»
chinh lAch.
Theo TS. Ta Nggc Tan, trong Hch su van ddng va phat triln cua truyen
thdng dai chung. ngudi ta thay Ian lugt xuk hien hai loai md hinh chinh. Dd la
md hinh truyen thdng dai chung mgt chi^u ap dat va md hinh truyln thdng dai chimg hai chieu mem deo'^.
Mo hinh truyin thdng dai chiing mot chiiu dp dat la md hinh trong dd
thdng tin dugc truyen di theo mgt tuy^n tir ngudn phat d^n ngudi nhan. Trong md hinh nay, ngudn phat giu vai trd quygt djnh, ap dat y chi cua minh ddi vdi cdng chimg. Ngudi nam giu cac phuang tien truyin thdng dai chiing chi quan tam chO yeu den cai minh mudn va do dd dua ra nhirng thdng tin mgt each thu ddng. khdng CO hoac cd rat it sir ddng gdp tich cue hay sir lira chgn cac thdng diep minh mudn.
Md hinh truyen thdng dai chung nay phii hgp vdi dieu kien Ijch sir khi ma cac phuang tien ky thuat truyen thdng dai chung khdng cd kha nang thidt lap kenh phan hdi true tiep. Sach, bao, phim anh va ngay ca phat thanh, truydn hinh thdi ky dau chi cd the truyen thdng tin den cdng chiing theo mgt chieu. Viec tim hieu nhu cau thdng tin den cdng chiing la mgt cdng viec tach rdi ddc lap. khdng dien ra ddng thdi vdi qua trinh phat hanh cac san pham truyen thdng dai chiing. Mat khac, trinh do nhan thirc va cac tap quan xa hdi trudc day quy djnh su tiep nhan thdng tin mgt each thu ddng ciia cdng chiing. Ngudn thdng tin han che, phuang thirc quan ly xa hdi thieu dan chu cung nhung mac cam do cac tin dieu, thiet che van hoa khien cdng chiing bang Idng vdi nhung ngudn thdng tin dugc tiep nhan.
Nhung khi xa hgi ngay cang phat trien. trinh do hieu biet ciia con nguoi cang dugc nang len, doi song xa hgi ngay cang dugc dan chii hoa thi mo hinh truyen thong dai chiing mot chieu ap dat cung dung truoc nguy co sup do va buoc phai dSn chuyen hoa theo khuynh huong .noi. Dong thoi. khoa hgc ky thuat phat triln, khong ngung hoan thien cac phuong tien ky thuat cu va dua ra nhijng loai phuong tien moi cho phep thiCt lap quan he hai chieu lien tuc true tiep giua
nuudn phat va cong chiing. Va do do. mo hinh truyen thong dai chung hai chieu
mem deo ra doi.
Mo hinh truyen thong dai chiing hai chieu mem dec la .116 hinh trong
do qua trinh truyen thong dugc thuc hien theo hai chieu lien tuc. true tiep va ca ngu6n phat ciing nhu nguoi ti^p nhan dc^u ccS kha nang lira chgn thong diep.
Voi mo hinh truyCn thong dai chiing hai chieu mem deo. vai tro cua cong chiing tiep nhan dugc phat hien nhu mgt trong nhung y^u to qii> et dinh qua trinh truNcMi thong, linh tich cue ciia cong chiing voi tinh chat la doi tugng tiep nhan thong diep khong'ihi dugc th^ hiC-n or sir lira chgn thong tin tiep nhan. su bay to
mong mu6n. veu chu vC thong tin ma con la su tham gia true tiep. tro thanh mgt vau id quy dinh trona qua trinh van hanh cua hoat dgng tniyen thong dai chiing.
Mot bi^u' hien d^ th^v nhat la hoat dgng truyen thong dai chung qua mane
hite.net hiiu nhu r^t it hi han ch^ trong \ ice lira chgn va tiep nhan thong tin theo
12 T^ NgpoTin (2001), Truyen thonK Dai chung. NXB Chfnti tri Quoc gia. Ha Noi.
yeu cau. Ban than hg cung cd the trd thanh ngudn phat thdng diep nlu ho mudn
O day, nhung ap dat chu quan tir phia ngudn phat cd dinh se chi cd v nehia vk
han che, tham chi trong nhieu trudng hgp se khdng cd y nghia gi ddi\drnhims nguai tham gia vao mang truyen thdng nay.
^ Md hinh truyin thdng dai chiing hai chilu m^m deo la bilu hien va phan anh mgt trinh do phat trien cao cua xa hdi loai ngudi tren t^t ca cac binh dien cua dai song nhu kinh te, khoa hgc - ky thuat, cdng nghe. van hoa. xa hdi D^ dam bao hieu qua cua boat ddng truyen thdng dai chung trong dilu kien xa hdi dy
viec nghien ciru cdng chiing cd vai trd rk quan trgng. Nhd cd cac kit qua nghie'n ciru cdng chung ma cac nha truySn thdng hik dugc yeu du. ddi hdi. hinh Thanh
dugc ndi dung va phuang phap thich irng dl cung c§p cac san ph^m truvln thdng den vdi cdng chung. Thuc chat, md hinh thir hai nay la su phat triln Idgic ciia md hinh thir nhat trong dieu kien lich su xa hdi mdi.