Some Recommendations and Solutions to Improve the Quality and Efficiency of Newspapers and Radio Stations in Thua Thien Hue

team of reporters and editors. Lack of attention and creating conditions for them to improve their professional skills and access modern and advanced journalism methods.

The above are the two biggest subjective causes that directly affect the content and form of the columns and programs on intangible cultural heritage on the Newspaper and Thua Thien Hue Radio and Television Station. These causes originate from the subject itself, so they can be changed and resolved well if they really care and invest properly. Understanding the causes will be the basis for coming up with the most correct and appropriate solutions and recommendations to enhance the role of the Newspaper and Thua Thien Hue Radio and Television Station in preserving and promoting the local intangible cultural heritage.

CHAPTER II SUMMARY

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Through surveying and analyzing the current information activities of Thua Thien Hue Newspaper and Radio and Television Station on the preservation and promotion of Hue's heritage by observing and compiling works on Thua Thien Hue Newspaper and Radio and Television Station written about Hue's intangible cultural heritage in the two years 2012 - 2014; conducting sociological surveys on the public of 07 communes, towns, cities in Thua Thien Hue province; in-depth interviews with subjects: reporters, editors, cultural experts of Hue. We have drawn some preliminary conclusions as follows:

1. With its specific conditions and capabilities, Thua Thien Hue Newspaper and Radio and Television Station have performed quite well its tasks and functions in preserving and promoting Hue's intangible cultural heritage; constantly innovating and improving both the quantity and quality of articles to meet and satisfy the needs of the public. Thua Thien Hue Newspaper and Radio and Television Station. Through the ups and downs of history, changes in the cultural policies of the Party and the State, along with the adoption of modern communication technology, Thua Thien Hue Newspaper and Radio and Television Station have made great strides in fulfilling their role as the most influential media type of the locality in disseminating and preserving Hue's intangible culture.

2. Although there have been many changes to adapt to the continuous development of society, however, Thua Thien Hue Newspaper and Radio and Television Station still have many limitations in the process of implementing the work of preserving and promoting Hue's intangible cultural heritage. The content is still monotonous, repetitive and lacking innovation; the form is simple, lacking creativity; the local public is not much interested in the programs or articles about intangible cultural heritage of these two press agencies; the source of materials is unstable; financial difficulties... These limitations make the communication effectiveness on the issue of preserving and promoting Hue's intangible cultural heritage on Thua Thien Hue Newspaper and Radio and Television Station not high.

3. The above limitations stem from the following two basic causes:

- Objective causes include: characteristics of intangible cultural heritage; public psychology of receiving information; financial pressure on press agencies.

- Subjective causes include: limited professional capacity of reporters and editors; leadership team is slow to innovate in terms of thinking.

Chapter 3: SOME RECOMMENDATIONS AND SOLUTIONS TO IMPROVE THE QUALITY AND EFFICIENCY OF THUA THIEN HUE NEWSPAPERS AND RADIO STATIONS

IN THE PRESERVATION AND PROMOTION OF INTANGIBLE CULTURE

3.1 Some lessons to be learned in the work of preserving and promoting Hue's intangible cultural heritage

In recent years, in addition to the continuous efforts in preserving and promoting cultural heritage in general, intangible cultural heritage has also been paid attention to by the Party, government and people of Thua Thien Hue and there have been positive moves to bring intangible cultural heritage into life for comprehensive revival and sustainable development. After more than 20 years, the cause of preserving and promoting Hue cultural heritage, including intangible culture, has achieved many remarkable results, but there are still many difficulties and challenges. This process has left many lessons for agencies and organizations - units directly or indirectly involved in preserving and promoting Hue's intangible cultural heritage.

Firstly, regarding the awareness of local leaders. Compared to the past, the awareness of local leaders towards the conservation and promotion of intangible cultural heritage has clearly changed. It can be seen that in recent years, one of the major sources of income for Thua Thien Hue Province is from the tourism industry. In 2013, tourism revenue was estimated at about 2,469 billion VND, social revenue from tourism was estimated at 6,100 billion VND. In the first 9 months of 2014, tourism revenue was estimated at 2,085 billion VND, an increase of 14.3% over the same period in 2013, social revenue from tourism was estimated at over 4,587 billion VND. Aware of the relationship between tourism and culture to create unique features of Hue tourism, local authorities have taken many positive actions to preserve, maintain and promote Hue cultural heritage, including intangible culture. Resolution 06, the 5th Conference, the 14th Party Executive Committee on building Thua Thien Hue to be worthy of being a unique cultural and tourism center of the country in the period of 2011 - 2015 and vision to 2020 clearly stated: " Preserve

Preserve and promote intangible cultural values, especially Hue Royal Court Music and festivals with Hue cultural identity. Exploit the values of folk art and culture forms associated with research and development of modern art forms. Preserve and promote the cultural identity of ethnic minorities.

Promoting cultural traditions and the character of Hue people; bringing Hue culture deeply into social life. Promoting the movement "All people unite to build a cultural life". Building a civilized urban lifestyle, culture in residential areas, office culture..." . [50]

Thus, it can be seen that the local government's attention to the conservation and promotion of intangible cultural heritage has changed a lot. However, in reality, compared to tangible culture, intangible cultural heritage has not been invested properly. In the period of 2010 - 2014, according to the data of the Center for Cultural Heritage Conservation, the total budget used to restore Hue cultural heritage works was 334.2 billion VND drawn from the provincial budget [49]. Meanwhile, most of the funding for intangible culture comes from funding sources from countries such as Korea, the United States, Germany, France, Poland... with a total funding of 31 billion VND. The obvious difference in the investment funding source has shown the perspective of the provincial leaders in the conservation and promotion of the local tangible and intangible cultural heritage. Therefore, it is necessary to further raise the awareness of the Provincial leaders about the importance and role of intangible culture in the life as well as the economic, cultural and social development of the Province. There must be proper investment from the locality itself, not relying on funding from other organizations in the world to preserve and promote intangible cultural heritage in the current context, when the development of society and the market economy is gradually losing those good cultural values of the locality and the nation. To do this, the media, most directly and closely, the local Newspaper and Radio and Television, play an extremely important role in providing knowledge to change the awareness and behavior not only of the people but also of the local leadership team.

Second, regarding the awareness and viewpoints of the leaders of the Newspaper and the Radio and Television Station of Thua Thien Hue Province. According to the survey results in Chapter II, it can be seen that the Newspaper and the Radio and Television Station of Thua Thien Hue Province

Thien Hue has been paying much attention and focus on the issue of preserving and promoting cultural heritage in general and intangible cultural heritage in particular. However, from the above-mentioned limitations, it can be seen that the way of doing and the direction of Thua Thien Hue Newspaper and Radio and Television Station in this work still has many shortcomings. The leaders of Thua Thien Hue Newspaper and Radio and Television Station need to realize that the communication methods of these press agencies are outdated and cannot keep up with the pace of development of the press in the country and the world. This leads to boredom in terms of content and slow innovation in terms of form of press works as analyzed in Chapter II. In addition, difficulties in materials, funding sources, time, etc. also greatly affect the decisions of the leaders of Thua Thien Hue Newspaper and Radio and Television Station when approving topics related to intangible cultural heritage. To overcome this, local press agency leaders need to be more flexible and proactive in finding funding sources, making good use of media leverage so that the public as well as businesses inside and outside the province can see the role and influence of intangible culture on the development of culture, society, tourism and the local economy.

Third, regarding the awareness, viewpoints, qualifications and skills of reporters, editors and broadcasters working in the intangible cultural environment. In recent years, the number of reporters, editors and broadcasters working in the intangible cultural environment has been quite large, however, there are not many people who truly understand and have professional capacity in this field. Most reporters, editors and broadcasters when making programs about culture in general and intangible culture in particular will choose to "stand on the shoulders of giants" (as said by Reporter Nguyen Khoa Dieu Ha - Head of the Arts Department of Thua Thien Hue Radio and Television Station in an in-depth interview), which means relying on the research works of experts or relying on the experts themselves. This ensures the quality of articles, columns and programs of the Newspaper and Radio. But on the contrary, this approach makes journalistic works on this issue lack novelty and attraction because in terms of depth, journalistic works cannot be compared with research works, therefore, journalism needs to follow other directions and cannot follow the path that researchers have taken.

go. On the other hand, considering the characteristics of intangible culture, the appearance of different versions, loss of transmission, and deviations from the original is very common, therefore, research works can be different, even contradictory, and researchers sometimes cannot give exact answers. These issues force reporters, editors, and broadcasters working in the field of intangible culture to grasp and understand deeply in order to orient and bring to the public the most correct views on this type of culture. This is something that leaders of press agencies as well as reporters, editors, and broadcasters themselves must be aware of in order to constantly cultivate and improve their knowledge in the field in which they work.

Fourth, on approaching professionals, experts and the public. The purpose of this approach comes from two different perspectives. One is to approach to seek information. The other is to approach to convey information. From any perspective, the press agency is the proactive party, however, the results achieved depend not only on the methods and approaches of the press agency but also on the psychology of reception, attitude and behavior of the public. With the characteristics of intangible culture being a type of oral culture, the role of the public becomes even more important because they are the source of information, and also through the public to preserve, conserve and promote this type of culture. Therefore, Thua Thien Hue Newspaper and Radio and Television must further enhance interaction with the public, recognizing the importance of interaction for the effectiveness of information communication. Interaction not only establishes a relationship between the editorial office, press agency and the public, but also opens up new possibilities and directions for press agencies in creating new programs, columns and articles.

Fifth, about the author's personal perception of the thesis. As a local person, a person directly involved in journalism and cultural activities, however, before starting to write the thesis, the author's understanding was only the same as that of all the public with average reception level. After having more contact with experts, reporters, and editors with many years of experience in the field of research on intangible culture, the author realized the limitations of these

People working in this field but do not have a thorough knowledge of intangible culture will greatly affect the effectiveness of communication. Therefore, with his efforts, the author wishes to bring a more objective view to reporters and editors working in this field, to see the difficulties of the profession as well as to help himself and his colleagues have a clearer view of their roles and responsibilities in the work of preserving and promoting intangible cultural heritage.

3.2 Issues raised in the work of preserving and promoting Hue's intangible cultural heritage

On June 9, 2014, General Secretary Nguyen Phu Trong signed and issued the Resolution of the 9th Conference of the 11th Party Central Committee (Resolution No. 33NQ/TW) on building and developing Vietnamese culture and people to meet the requirements of sustainable national development. Accordingly, the Resolution clearly stated the Party's viewpoint: "Mobilizing the strength of the whole society to preserve and promote traditional cultural values, encourage the creation of new cultural values, absorb the quintessence of human culture, enrich national culture.... Promote the heritages recognized by UNESCO, contributing to promoting the image of the country and people of Vietnam".[49],

Implementing the cultural policies of the Party, the State and the local government, Thua Thien Hue Province in general and Hue City in particular have organized many practical activities to preserve and promote the values of cultural heritage, including intangible culture, specifically two major activities: Festival in even-numbered years and Craft Village Festival in odd-numbered years, in addition to the restoration of Hue's unique folk cultural festivals during the year. These activities have partly promoted the image of Hue as well as Hue culture, especially Hue's intangible culture - a type of culture with many new points that domestic and international tourists fully understand. However, clearly, the effectiveness of these activities is still low, not achieving the set goals. Currently, the work of preserving and promoting cultural heritage in general and intangible cultural heritage in particular of Thua Thien Hue Province still has many shortcomings. Sharing about this, Hue culture researcher - Tran Dac Xuan had many opinions, first of all he affirmed: " Thinking about Hue Festival, I think about the position

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