M Wirtfffe) 4fe dm vi|c t^ chuc cua T6nt iiAng f Rcchard Nixon vio nAm
cWng Qui trinh tl^ nhin thfii^ tin c4i «dng chiing bM gdm nhOng budc *m:
Thir nhat, tien de nhan thirc cua cdng chung xa hdi cd vai trd nhu mgt \k\x td n^n
cho su tiep nhan thdng tin. Dd chinh la trinh do hi^u bi^t. kinh nghiem sdng. cac quan diem chinh tri - xa hdi cung nhu nhirng mac cam xu^t phat tu nhirng tin
dieu tdn giao; Thir hai, su quan tam ciia ddi tugng ddi vdi ngudn tin. Cdng chiing
tap trung chii y vao thdng tin khi ngudi ta cam nhan thAy su c§n thiet hay cd y
nghia nao dd ddi vdi hg; Thir bo, sir danh gia cua cdng chiing xa hdi ddi vdi ngudn thdng tin. Su danh gia nay la canh cua quan trgng nhk dan den viec cdng chung cd tiep nhan ngudn thdng tin hay khdng; Thir tu, la budc thu nghiem ciia
ddi tugng dugc thuc hien tren thuc te hay thdng qua thi nghiem, tudng tugng. Day la thir thach cudi ciing ddi vdi ngudn thdng tin trudc khi nd mang lai hieu
qua tren thuc te, nghTa la trd thanh cac hanh vi xa hdi; Cuoi cung, cdng chiing
chap nhan va dieu chinh hanh vi xa hdi ciia minh phu hgp vdi quy md. tinh chat va khuynh hudng cua ngudn thdng tin tir cac phuong tien truyen thdng dai chiing. Neu chi xet den binh dien su tiep nhan thong tin thi moi nhom cong chiing tuy theo nang luc nhan thuc se co muc do tiep nhan khac nhau. I hong thmmg. nhom CO tien de nhan thuc trung binh de chap nhan thong tin tir cac phucmg tien truyen thong dai chiing. Nhom co tien de nhan thuc cao va nhom co tien de nhan
thuc han ch^ d6u kho ban trong viec tiep nhan thong tin. Nguyen nhan la a sir bat
cSn, chgn Igc ky luang doi voi nhom thu nhat. hoac do thieu hieu biet ma han ch8 nhu cSu ddi vai nhom thii hai. Nhung trong bat cu trucmg hgp nao. vice nghien cuu nam ro ban chat, dac di^m. nhu c^u cua dcM tugng tac dgng bao gia cung la mgt trong nhung yeu t6 hang dau dam bao hieu qua tac dgng ciia truyen thong dai chiing.
3.3.4 Co- che tac dong ciia bao chi doi voi chinh sach cong.
Bao chi tac dgng d6n mgt chinh sach b4ng each nao? Phai chang mgt bai bao "ra 16'' la d^n thSng true ti^p nguai co quydn ra chinh sach. hoac nha hoach
djnh chinh sach. thong qua hg dk bao chi can thiep vao mgt chinh sach? Se la dom gian nhxx ta tuang tuang rSng: Mgt bu6i sang tha mong. mgt vj lanh dao dang
ngdi u6ng cafe va doc bai bao phan bien ve chinh sach minh vua mai ban hanh horn qua rdi se thay doi/ tu sua ngay tiic thi chinh sach vira ban ra horn qua (neu th^y bao chi phan anh diing). Thuc t^ phiic tap hem nhieu. Theo chung toi bao chi tac dong tdi chinh sach thdng qua 3 con dudng: [IJ hoac la bao chi tac dgng true ti^p d^n cac nha lanh dao/ nha hoach dinh chinh sach sau do ho tiep thu va
sua chua cho ra mot chinh sach cd ch§t lugng ban: [2J hoac la bao chi tac dgng
len cac nhdm loi ich lien quan. tir dd cac nhdm Igi ich nay tien hanh van dong hanh lang (hoac/Na su dung bao chi dl tiep tuc tic ddng) len cac nha lanh dao/ nha hoach djnh chinh sach. 13| Gdm ddng thai ca hai con <uong tren.
3.3.5 Tam ly/ so thich ciia cong chiing truyen thong Vict Nam.
Kb. tien hanh nehien cuu tac ddng cua bao chi len vi?c hojch djnh cac chinh sich cdng, chung tdi quan tam den chuyen cdng chung bao '^h. (^.udience) d T g thich doc gi nh^t? Dia. gi thu hut cdng chiing quan um. den cac la bao? De t r f u n cau hd. nav. chung tdi da tien hanh dieu tra (surveys) bang cong c , cua Google tren cac bao difen tu co uy tin o Vi,t Nam. tieu b.eu la hai to Tuoi tre