The Role and Function of Communication in Housing Management


many people to enhance mutual understanding, change perceptions, and adjust behaviors and attitudes to suit the development needs of individuals/groups/communities/society [16, p.14].

Media types are classified based on different criteria.

+ According to purpose, communication is divided into: Experiential communication; Non-purposeful communication; Purposeful communication.

+ According to the form of implementation, communication is divided into: Direct communication (carried out between people, face to face); Indirect communication (carried out through media such as books, newspapers, loudspeakers, radio, TV, etc.).

+ According to the scope of participation and influence of the media, it is divided into: Communication for individuals; Communication for groups and Mass communication.

+ According to the method of communication in the organization, it is divided into: Formal communication (communication in a prescribed form or the communication process itself is a part of the work. Common forms of formal communication in the organization are reports, presentations, announcements, minutes, etc.); Informal communication (the person who sends the message is only in his/her personal capacity, not on behalf of anyone or officially representing anyone).

+ Communication is a process that takes place in a linear time sequence, which includes the following main participating factors [15, p.34]:

Source: is a potential information carrier and initiator of the communication process. In this topic, the source is studied in two forms: documents issued by the Ministry of Culture, Sports and Tourism and events/activities organized by the Ministry.

Message : is the information content exchanged from the source to the recipient. In the topic, the information content includes the content of the documents issued by the Ministry and the program, content, purpose, and meaning of the activities.


activities/events organized by the Ministry.

Information channel : is the means through which the message moves from the sender to the receiver. Within the limited scope of the research topic, the information channels surveyed in the topic include television, print newspapers, electronic newspapers, ward/commune loudspeakers and social networks; in which special attention is paid to the information channels such as the Ministry's Electronic Information Portal and the press agencies under the Ministry.

Recipient: also known as the public/media audience is the individual or group of people who receive the message.

Feedback : is the reverse information, the flow of messages from the public/target group back to the source.

Noise : are factors that cause unpredictable errors in the communication process, leading to incorrect messages and information.

The difference between Propaganda and Communication: can be compared on some main identifying features as follows [16, p.20]:

Propagate

Media

Exaltation (absolutization) of the subject

Public appreciation

One-sided, imposing importance

Promote equal interaction

Emphasize communication to comply,

mandatory

Value sharing, seek interaction

Same, respect differences

Towards similarity, uniformity

how to remove the difference

Similar increase; civil decrease

difference; reserve difference

One-way communication model from

top down

Two-way, multi-channel communication model

afternoon

Mainly subsidized for propaganda purposes

political propaganda

Is a developing economic and social service sector.

Development (media group)

Socialist-oriented countries

popularly used in propaganda both in

The West mainly transmits

communication in domestic policy, main

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The Role and Function of Communication in Housing Management



domestic and foreign policy

weak use of propaganda in government

foreign policy

- Cultural policy communication

According to author Uhm Seung-Yong, an expert on public policy in Korea: Public policy is the central activity of government officials in the overall policy process from agenda setting, policy formulation, policy implementation, policy evaluation, in which the central and local governments build good relationships with the public and interest groups, encouraging them to participate in the policy process.

Social media is the process by which policy makers approach and engage the public through appropriate methods and media to make the public understand and support the policy. The primary goal of social media is to make the public aware of the policy, stimulate the public's need to learn, participate in discussions and contribute to policy comments. At a higher level, social media explains, analyzes and persuades to gain widespread, voluntary public support. At an even higher level, social media aims to build social consensus as a resource for successful policy implementation. Social consensus is a state in which the majority of the public reaches agreement and consensus on a policy that affects their interests. Social consensus is achieved when the public is of one mind and heart, gathering around a common set of values, goals and interests. It is the result of a process of exchange, discussion, persuasion, negotiation, and compromise between the parties involved, not simply reluctant agreement or forced voluntary consent [136].

In the work of State management of culture, TTCS plays an extremely important role and should be considered an effective method to improve the effectiveness of State management of culture. From the systematization of different concepts and notions of


Many authors on key terms related to the topic, the thesis proposes a new concept of TTCSVH as follows:

Cultural policy information is the process of coordinating and managing the flow of information about cultural policies, contributing to influencing and adjusting the interests and participation of social classes towards cultural policies through different methods.

Cultural policy communication includes communication activities on cultural policy and cultural activities to implement policies. More specifically, cultural policy communication is through the activities of cultural policy subjects interacting and exchanging with cultural creators, cultural beneficiaries and the whole society to know information, actively participate in discussions, give opinions, clearly understand cultural policies and actively participate in the process of implementing cultural policies; to create social consensus as an important resource to build Vietnamese culture to meet the needs of sustainable development of the country. According to the concept proposed by NCS, the communication capacity of the public (including cultural creators and cultural beneficiaries) can be determined at the following levels: knowing policy information => proactively discussing, giving opinions => clearly understanding policies => actively implementing.

- Communication about cultural events

Is communication about activities organized by cultural management agencies and units at all levels to promote and introduce cultural values ​​to the community, serving cultural beneficiary groups.

From the perspective of State management, communication of cultural activities and events is regularly organized in the process of implementing cultural policies, serving State management of culture. Also through communication of cultural events, people directly enjoy cultural values, typically in the fields of cinema with film festivals, festivals with festivals, heritage with typical activities at museums, etc.

- Cultural communication


This is a broad concept, including many communication activities associated with state management of culture, including speaking, providing information to the press, policy communication, communication about cultural activities, etc.

The levels of cultural communication reception can be determined according to the communication capacity of the recipient, with the following levels: Access => Understanding

=> Evaluate => Actively participate.

Related to the connotation of the concept of culture include mass communication, social media, social marketing, propaganda - public education (propanganda), information

- education - persuasion (IEC), policy advocacy. More broadly, there are activities on public opinion polls, public investigations, etc. on concerns about cultural policy. At the international level, cultural communication needs to consider building and positioning the Vietnamese cultural brand in the international arena through cultural industrial products.

However, within the limited framework of the Thesis, information on culture is studied through the work of speaking and providing information to the press, activities carried out by the subject of cultural information to communicate about management documents issued by the Ministry of Culture, Sports and Tourism, some events organized by the Ministry of Culture, Sports and Tourism and evaluation of the communication resources of the Ministry of Culture, Sports and Tourism.

Cultural communication is understood as a process of transmitting information between agencies and units performing cultural management work to the people. Through forms of communication carried out continuously, community groups will be connected with each other, leading to changes in awareness and behavior on issues in the cultural field. Communication is always considered the foundation for establishing relationships between people to form a community, a society, this is also considered a special method.


to spread cultural values ​​to the community and within the community, contributing to increasing the effectiveness of cultural management.

1.2.2. The role and function of communication in housing management

cultural country

In Vietnam today, the press and media are the sharp ideological weapons of the Party and the State, the bridge between the Party and the State and the people, the important means of propagating socio-economic development, building the Party and the political system, the forum for people to participate in social management, supervise power, and realize the goal of a rich people, a strong country, democracy, fairness, and civilization. The press and media system in Vietnam is the agency of party and state organizations, socio-political organizations, and socio-professional organizations under the leadership of the Party and the management of the State. The Communist Party of Vietnam leads the press and media by orienting the planning of development and management of the press and media system; orienting ideology and politics in information content; planning, training, and arranging cadres; supervising and inspecting the activities of press agencies and journalists; lead the strengthening of state management of press and media, attach importance to institutionalizing the Party's guidelines and viewpoints through the State's policies and laws, especially building, supplementing, and gradually perfecting the legal system for the fields of press, publishing, radio, television and other media on the Internet [36]. The communication work of state management agencies aims to help people fulfill the role of "people knowing, people discussing, people doing, people checking", thereby ensuring people's right to access information, while the accountability of public authorities is also enhanced.

Culture - a special field that is reflected and influenced on all aspects of social life from different perspectives, therefore, the work of State management on culture must be especially respected and needs social consensus in


the process of developing, promulgating and implementing cultural policies. In the work of State management of culture, communication aims to help people to fulfill the role of "people knowing, people discussing, people doing, people checking", thereby ensuring people's right to access information, while at the same time the accountability of State management agencies on culture is enhanced.

Cultural communication includes speaking activities, providing information to the press, handling information incidents related to State management of culture; the process of promoting, disseminating, and informing people about policies through propaganda forms and media; communication about cultural events,...

First of all, it is necessary to affirm that State management of culture is the continuous, organized, and purposeful impact of the State through its legal system and apparatus, aiming to develop culture, regulate the activities of all agencies, organizations, and individuals in the cultural and related fields, with the aim of preserving and promoting traditional Vietnamese cultural values, absorbing the quintessence of human culture, building an advanced Vietnamese culture imbued with national identity, contributing to improving the material and spiritual life of the people. The legal basis of State management of culture is the Constitution, Laws, and other legal documents. Thus, State management in general and State management of culture in particular have as tools the system of laws and legal documents.

The elements involved in the cultural management process are closely linked to cultural communication as follows:

- The subject of State management of culture is also the subject of cultural communication: It is the voice of the Ministry's leaders (represented by the Ministry's Office), of the Departments, Divisions, and State management units, of which the press and information portals of the Ministry are the spokespeople, expressing the will, viewpoints, and leadership of the Ministry, from the Central to the localities. The highest subject of State management of culture is the State. The Vietnamese State is organized uniformly from the Central to the localities, and the management power is


Decentralization: central level, provincial level (provinces and centrally-run cities), district level (districts of provinces, districts of cities), commune level (communes of districts, wards of districts).

- The objects of state management of culture are also the objects/media subjects: agencies, organizations, individuals operating in the cultural field or related to the cultural field. Culture as a management object is understood in the specific sense as: cultural activities, events, programs... The objects of state management of culture are: culture and agencies, organizations, individuals operating in the cultural field or related to the cultural field. Culture as a management object is understood in the specific sense as: cultural activities (including cultural services, creative activities...) and cultural values ​​(specifically tangible and intangible cultural heritages). On the other hand, according to the division of labor in the system of state agencies at all levels, not all cultural activities in the broad sense are managed by the cultural sector.

- The content of State management of culture is also the core content of cultural communication. The most general purpose of State management of culture is to preserve and promote traditional Vietnamese cultural values, absorb the quintessence of human culture, build an advanced Vietnamese culture, imbued with national identity, contributing to improving the material and spiritual life of the people. For each level, each locality, each specific activity, the purpose of State management of culture must be specifically determined, closely matching the requirements of tasks and specific circumstances.

- The management method is "continuous, organized, and purposeful impact" and is not a seasonal job, nor is it the passiveness of the manager, nor is it a single activity of the manager, but must be systematic, synchronous, and unified among management levels. Besides, management has many different measures, but communication is a very important tool (supporting other management measures such as issuing legal documents, monitoring, inspection, examination, emulation, rewards, etc.), helping to ensure systematicity, synchronization, and consistency.

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