Television and Entrepreneurship – Basic Theoretical Issues

have excellent business ideas. Accompanying the talk show Startup Nation will be a startup coffee meeting point in the Good Morning program on VTV1. This will be a meeting point for young people and startups to share their startup ideas and new business models, and at the same time comment on new business trends in the world.

5.2 Scope of research

- Time range: from 2016-2017

- Spatial scope: Selected to survey two programs Startup Bus on VTV6 and Startup Nation on VTV1.

6. Theoretical basis and research methods

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6.1. Theoretical basis

The thesis is based on the combination of Marxist-Leninist theory, Ho Chi Minh thought, viewpoints and leadership guidelines of the Party and State on journalism in general and television journalism in particular.

6.2. Research methods

The topic is carried out in the applied research style, using a number of instrumental methods in the research and information collection process:

- Secondary document research method : The topic systematizes basic theoretical issues about television, the role and mechanism of television's impact on the public and its effects on public awareness and behavior.

- Text analysis method (content analysis): Used to study documents, including sources of books, newspapers, domestic and foreign scientific articles, program scripts, program production plans... that mention issues of Vietnamese television programs, as well as startup programs on VTV1, VTV6.

- Observation method: used to survey the reality of startup programs on VTV, the subjects participating in organizing, building and producing startup programs on VTV today.

- Public survey method : The project conducted a survey of 150 public using a questionnaire survey method. The survey subjects: public from 18 to 55 years old.

- In-depth interview method: In-depth interview questions were conducted with the producers of VTV startup programs, experienced characters and some young audiences. The answers will be the basis for assessing the quality of VTV startup programs (Specifically, 10 interviewees).

7. Structure

In addition to the introduction, conclusion, references, appendix, the thesis consists of the following 3 chapters:

Chapter 1: Television and Entrepreneurship – Basic Theoretical Issues

Chapter 2: VTV's TV shows about startups

Chapter 3: Some issues and proposed solutions to improve TV programs about startups

CHAPTER 1

TV AND ENTREPRENEURSHIP – BASIC THEORETICAL ISSUES

1.1 System of concepts and terms related to the topic

1.1.1. Communication

Communication is essentially a concept that is not unfamiliar to humans. Communication is deeply rooted in all activities in human life, increasing the pace of life and connecting people. Learning, mastering and applying communication theory will bring high work efficiency in many fields, even business. The book "Communication theory and basic skills" edited by Associate Professor, Dr. Nguyen Van Dung defines " Communication is the process of continuously exchanging information, ideas, feelings... sharing skills and experiences between two or more people to enhance mutual understanding, change perceptions, and adjust behaviors and attitudes to suit the development needs of individuals, groups, communities and society" . The above concept has shown the nature and purpose of communication.

In essence, communication is a two-way sharing and exchange process that takes place continuously between the communication subject and the communication object. This two-way sharing and exchange process can be visualized through the principle of communicating vessels. When there is a difference in perception, understanding... between the communication subject and the communication object associated with the need to share and exchange, communication activities take place. Therefore, the communication process only ends when a balance in perception, understanding... between the communication subject and the communication object is achieved.

In terms of purpose, communication aims at common understanding to change the attitudes, perceptions, and behaviors of the communication audience and create value orientation for the public.

Communication usually consists of three main parts: Content, form and purpose. There are types of communication: non-verbal communication, verbal communication, and symbolic communication.

Mass communication is generally understood as a directed process to convey mass information to mass target audiences through mass media to serve the proposed purpose. Mass media or mass media are means used to convey information in a mass, widespread manner, that is, capable of delivering information to the target audience. For example: print newspapers, magazines, radio, television, books, internet...

It is necessary to distinguish between media content and media. Accordingly, mass media is an intermediary element capable of containing mass media content, they are different from mass media content itself. For example: films or videos are mass media content, they can only be understood as mass media if they are attached with the meaning of media: Television films, videos distributed via the internet are mass media. The 7 types of mass media are: print, books, cinema, radio, television, advertising, internet, video and audio tapes.

Some communication models

* Lassweell's one-way communication model

This communication model consists of the following elements: Source; Message; Channel and Receiver, as shown in the diagram below.

Message Source Message Receiving Channel

+ Source: The sender or origin of the message.

+ Message: Opinions, feelings, thoughts, attitudes... are transmitted

+ Channel: The medium through which the message travels from source to receiver

+ Recipient: One or a group of people that the message wants to reach. In this model, no element or stage can be missing.

which part because without it, the communication process cannot be carried out. Feedback from the recipient is an important factor to increase

enhance the effectiveness of communication activities. However, in this model, feedback from the recipient is not mentioned.

Decode

Message

Receive news

* Claude Shannon's two-way communication model includes the following elements: Source, encoding, message, decoding, receiving and feedback according to the following diagram:

Source

Encryption

Feedback

a. Source:

It may be an individual or organization that needs to convey a message to another person or group.

Coming from a central figure or organization does not guarantee that the information will be understood by the receiver accordingly. Gestures, pitch, and volume can be used to create special emphasis.

b. Encryption

What the source wants to communicate must be translated from the internal idea into a communicative content: A word is understood differently by different people. Words constantly change in meaning and usage. The words used in the encoding stage will greatly affect the output message when used to communicate with the receiver.

c. Message

Various media: Personal statements, newspapers, magazines, press releases, press conferences, radio and television news, meetings. Three more common interpretations are: The content is the message, The medium is the message, The person (subject, object) is the message.

d. Decode

Once a message is transmitted, it must be decoded by the receiver before they can take action or react. How the receiver decodes the message depends largely on his or her perception. Individual cognitive biases arise from many factors: stereotypes applied, symbols used, semantics, peer pressure, and the communication channel used.

e. Recipient

Communication does not take place if a message is not conveyed to the target audience or if it does not achieve the desired impact. Even if the message is clearly understood by the recipient, it does not guarantee that their reactions and actions will be as expected. In fact, a message can have the following effects: Change attitudes; create attitudes; create doubts; or it can have no effect at all.

g. Feedback

Feedback is a particularly important component in the communication chain.

Communicators must receive feedback from receivers to know which messages have been conveyed and which have not been received, helping them to restructure future messages in the most appropriate way.

This model has overcome the disadvantages of the one-way communication model by emphasizing the role of feedback from the recipient. This model clearly shows the interaction, equality as well as the transformation between the subject and the object of communication. This model shows the concern for communication effectiveness. The model is increasingly applied in the current conditions when the media always wants fairness in communication to achieve sharing and feedback, thereby creating positive changes for both the subject of communication and the object of communication.

Theories of communication:

* Social judgment theory

When preparing to design messages for a target audience, the communicator must analyze and divide the target audience into small groups with different attitudes and perceptions. Target groups are often divided into: Agree, Neutral and Oppose. From dividing the target audience groups, the communicator can choose which target group to focus communication on to achieve the highest efficiency.

In the three target groups: Agree, Neutral or Oppose, each group has its own characteristics, strengths and limitations. However, in communication activities, the communication subject prepares priority messages aimed at the neutral audience first to ensure objectivity and to be able to communicate and change the perception of the neutral group to agree.

In communication, to effectively apply this theory, it is necessary to classify the issues and content that need to be achieved after communication activities. Neutral issues should be raised first. Issues that are likely to cause negative reactions or objections should be left until later. Only by doing so can communication activities be highly effective.

* Social penetration theory

Communication and mutual understanding are among the most basic needs for humans to survive and develop as social beings. The theory of social penetration states that each individual and each social group always has the need to penetrate other people first, into other social groups. That is the reason that promotes the need for communication between individuals, groups and communities. Penetration into each individual and social group is a process and often goes through the following stages:

- Communication etiquette

- Announce the purpose of acquaintance - conflict occurs

- Find out interests and aspirations

- Learn more about religious beliefs, ideals...

In forming relationships, the skill of asking questions and analyzing questions is very important. It helps build models and story structures. Contacts and acquaintances are always affected by the communication environment, communication circumstances, and community culture. The process of social penetration requires mutual understanding and sharing. The skills of the participants in communication are factors that shorten the penetration time to create similarities and effective collaboration.

* Social learning theory

Psychologist Albert Bandura proposed a social learning theory that argues that observation, imitation, and modeling play a key role in this process. Bandura's theory combines elements from behaviorism—which holds that all behavior is learned through conditioning—and cognitive theories, which focus on psychological influences such as attention and memory.

This theory focuses on the social rather than the individual aspects of communication and behavior, although it still pays attention to how people approach society and decide what they will do. Social learning theory suggests that people learn through:

- Observe what others do

- Consider the consequences that person has experienced.

- Anticipate what will happen to themselves if they follow the behavior of others.

- Act by experiencing the behavior yourself.

- Compare your experience with what happened to others.

- Affirm beliefs about new behavior.

The above mentioned media theories will be a theoretical system, helping the author of the thesis to reflect in the process of commenting and evaluating the media programs that the author chooses to survey in chapters 2 and 3 of the thesis.

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