DIGITAL MEDIA CULTURE IN VIETNAM AND THE TRANSFORMATION OF AUDIENCES (2015-2022)

Abstract

The article reveals the influence of “digital journalism” problem affecting the traditional mass media and media culture of Vietnam (SRV) as a whole. An important part of the digital revolution is the increase in the media competence of the population, the activation of network undertakings. The rapid growth in the number of Internet users coincided in the SRV with a new stage of “multimedia transformation”, affecting not only “new media”, but also traditional journalism, as well as influencing the current course of social (and indirectly industrial) reforms. Multimedia and convergence in the media have become a vector that changes the psychology of perception of the printed word. The objectives of the study are to study public opinion and clarify our understanding of digital journalism, which is directly related to the practice of “new media”. In the study, based on numerous semi-structured interviews, conversations with residents of Hanoi, based on the collection of empirical data in newspaper editorial offices, during the analysis of scientists’ opinions, recommendations are given to increase the effectiveness of mass media, a generalized characteristic of digital journalism features in the SRV is proposed.