How does the existence of an online version of the newspaper promote the engagement of social media users aged between 18-34 with Binh Dinh as a news source?

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Authors
Quang, Le Hong
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Degree
Master of International Communication
Grantor
Unitec Institute of Technology
Date
2017
Supervisors
Cass, Philip
Kolesova, Elena
Type
Masters Thesis
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
Binh Dinh (Newspaper)
Vietnamese newspapers
social media
Facebook
online news
uses and gratifications
online readers
user engagement
Citation
Quang, L. H. (2017). How does the existence of an online version of the newspaper promote the engagement of social media users aged between 18-34 with Binh Dinh as a news source? An unpublished thesis submitted in partial fulfilment of the requirements for the degree of Master of International Communication, Unitec Institute of Technology, New Zealand.
Abstract
This thesis examines the engagement of the online version of Binh Dinh with online readers aged between 18-34 through social media. Binh Dinh is a local Communist Party newspaper operating in Vietnam’s central province of Binh Dinh. This research was conducted in this province, with the participation of 10 local readers, who are all active online users and five reporters working at Binh Dinh. In addition, the data collected was combined with the statistics from the Facebook page of this newspaper retrieved from October 2015 to July 2016. To analyse the data, qualitative research methods were used, in which focus groups were conducted with the local volunteers to evaluate their browsing behaviour and reading habits. Content analysis was employed in coding the information from Facebook to evaluate the levels of engagement between Binh Dinh and its readership through this page as well as other supporting factors, such as forms of engagement and types of engaging news. The overall goal of this research is to find out effective solutions to promote the engagement of the readership with Binh Dinh online through Facebook. The findings reveal that the Facebook page of Binh Dinh helps promote the engagement with this newspaper, as online young readers prefer to read online news on social media. The levels of engagement rely on the types of news and its content, which may be useful, negative, or interesting. The level of engagement with the Facebook postings is still limited, partly due to their disinterest in Communist Party newspapers as well as the caution for personal safety when using social media.
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