Final report topic genz's attitude and reception behavior about tarot content on tiktok in vietnam

FACULTY OF PUBLIC R ELATIONS – COMMUNICATIONSCOURSE: MEDIA RESEARCH FINAL REPORT TOPIC: GenZ's attitude and reception behavior about Tarot content on Tiktok in Vietnam... Utilizing qu

FACULTY OF PUBLIC R ELATIONS – COMMUNICATIONS

COURSE: MEDIA RESEARCH

FINAL REPORT TOPIC:

GenZ's attitude and reception behavior about Tarot

content on Tiktok in Vietnam

Ho Chi Minh City, January 1, 2024

CONTENT

ABSTRACT 5

1 INTRODUCTION 5

2 BACKGROUND 6

3 LITERATURE REVIEW 6

4 RESEARCH METHODS 9

5 RESULTS 12

6 DISCUSSION 17

7 CONCLUSION 19

8 REFERENCES 20

9 APPENDIX 21

ACKNOWLEDGMENT

On behalf of the research team, I would like to express my sincere gratitude to everyone who participated in the interview process, sharing their insights and experiences with Tarot videos on social networks Your invaluable contributions have significantly enriched our understanding of individuals' attitudes and behaviors towards Tarot content

on social platforms

We would like to express our sincere thanks to PhD Le Viet Tho - lecturer of the subject for his valuable help, which played an important role in the successful completion of this research

Furthermore, we appreciate the support and encouragement from colleagues and friends throughout the research journey Your enthusiasm and constructive feedback are truly invaluable

Finally, we would like to express our gratitude to anyone who, in any way, contributed

to the realization of this research project Your cooperation and support were instrumental in shaping the results of this research

Despite my best efforts, due to time constraints as well as limitations in my own qualifications and expertise, this thesis cannot avoid some shortcomings We acknowledge and appreciate additional guidance, feedback, and contributions from our mentors and colleagues

Thank you all for being an integral part of this research effort

GUARANTEE

We guarantee that this is a research project of our group The research content and results on this topic are honest and have never been published in any previous research References and statistics for research purposes are used following regulations The theories presented in the research are used from the references and cited in the reference section

The research team would like to confirm that all information collected from the interviews in this study is truthful and reliable All data has been processed in a fair and transparent manner to ensure objectivity and accuracy of results

GEN Z'S ATTITUDE AND RECEPTION BEHAVIOR ABOUT TAROT CONTENT ON TIKTOK IN VIETNAM

ABSTRACT

In contemporary times, the younger generation tends to believe and accept vague statements that lack solid grounding, often influenced by the Barnum effect This research aims to provide an overview of the attitudes and reception behavior of the Gen

Z cohort towards Tarot on the TikTok platform Utilizing qualitative research methods and data collected through interviews with five students from Van Lang University and the Economics University in Ho Chi Minh City, the study aims to explore the attitudes and ongoing behaviors exhibited by young individuals, especially those belonging to the Gen Z generation, regarding Tarot fortune-telling content on TikTok The majority of participants perceive Tarot content as a source to address unresolved issues they are currently facing, for which they struggle to find solutions on their own

Keywords: Astrology, Tarot, Tiktok, viewers' attitudes, online behaviors, the impact of

Tiktok videos, genes Z, behavior on spiritual content, Vietnam

1 INTRODUCTION

Tarot originates from the Northern aristocracy in Italy in the 1440s and was initially created for use as a game Until the 18th century, Tarot changed, and modern fortune-telling emerged in the form of laying out cards in prescribed patterns to predict the future Tarot was introduced to Vietnam around 2010 and has recently gained widespread popularity, especially among the Gen Z generation The use of social networks for entertainment and information retrieval, a habit that has become ingrained

in society, particularly among Gen Z, is prevalent Ha Linh (2023) emphasizes that with the development of information technology and globalization trends, Gen Z easily accesses a variety of cultures and information Most individuals interested in Tarot belong to the Gen Z generation, and watching Tarot on the TikTok platform is their primary interest Guest User (2021) has observed that the astrology explosion is largely driven by Gen Z This generation is particularly interested in Tarot fortune-telling, especially on social networking platforms, due to the flexibility of time and initiative in receiving fortune-telling messages However, up to this point, there has been no in-depth research on the topic of the online Tarot reception attitudes of viewers on the TikTok

social network Using the form of interviewing Gen Z subjects who have the habit of regularly monitoring Tarot content on TikTok and collecting answers from the interviewees, the research question is posed: How do Gen Z's attitudes and behaviors manifest when watching Tarot on the TikTok social network platform?

2 BACKGROUND

Interest in astrology and content related to spiritual issues is on the rise within the Gen

Z community in Vietnam, a noteworthy topic that researchers should pay attention to According to GlobalWebIndex (2020), Vietnam is among the leading countries globally

in monitoring astrology-related content on social media platforms, with 37% of Internet users expressing interest This trend is particularly evident among young people, as Gen

Z shows a strong inclination towards astrology and related content (Kempton, B, 2020) Despite the evident growth of various channels and communities related to astrology on the TikTok platform in Vietnam, such as Tarot Híp (with more than 802,000 followers) and Tarott ^^ (boasting over 522,600 followers), there is still a lack of studies examining the attitudes and behaviors of Gen Z youth in Vietnam towards Tarot content This is crucial for a better understanding of the influence and role of Tarot content in the lives and thoughts of young people

Researching the "Attitudes and Behaviors of Gen Z Towards Tarot Content on TikTok

in Vietnam" aims to provide valuable insights into how Gen Z in Vietnam engages with Tarot content on the TikTok platform

3 LITERATURE REVIEW

Tarot has appeared for a long time but until the 18th century, Tarot changed the form of use to predict the things that would happen in the future Experiencing many changes, Tarot disseminated the form of online fortune-telling on social networking platforms in the 21st century Confused knowledge about receiving the message from online cards, especially the Genz generation The study will analyze the behavior and attitude of the Genz generation through interviews and

at the same time the previous research articles with keywords related to the topic conducted by the research will also be analyzed in aspects: demographics, psychology, access, and theory

Research by B Lopez (2021) has shown that women tend to watch astrology more than men In contrast, Jenkins, E P (2016) survey questions showed that atheists and agnostics demonstrated higher levels of education, which may indicate greater critical thinking abilities and greater cognitive demands Research by two authors D Alan Bensle (2020) and Jenkins, E P (2016) shows that the group of students who are interested in spiritual issues and have a higher level of spirituality In general, there is a diversity of subjects, approaches and opinions related to spirituality or astrology, but the majority are young and highly educated people

Psychology

Researcher Jenkins' (2016) found that logic and emotional comfort are predictive factors

in choosing faith paths Lopez's (2021) research shows that during the COVID-19 pandemic, people's psychology often tends to be stressed and individuals may turn to activities such as astrology as a means of healing At the same time, this study has shown that the more stressed a person is, the higher the consumption of information related to Astrology on social networks The article by author Ha Linh (2023) highlights the rise

of spirituality among young people, who believe it can help find balance and harmony

in life However, excessive emphasis on astrology or Tarot cards can cause anxiety and depression if negative meanings are present These tools should only be used when sufficient information is received, not excessively Carl L Cervantes' Diliman Review highlights the limitations and potentials of tarot readings in times of uncertainty, emphasizing their emotional support but not as a substitute for psychotherapy Belief influences accuracy, and ethical issues and lack of studies should be considered

Access means

In the study of Allum, N., & Stoneman, P (2012) it is stated that astrology columns are widely popular in print media and have been a main topic for a long time It has permeated contemporary American culture, with newspapers and magazines, from the conservative National Enquirer to the liberal Berkeley Barb, talking about it endlessly

Ha Linh (2023) highlights that Gen Z, amidst the advancements in information technology, lacks personal connections with social relationships and the world, yet easily accessed diverse cultures and information Furthermore in the research of the

author Guest User (2021) also found that the astrology boom is largely driven by Generation Z and millennials, who are looking for answers and a personalized approach

to healthcare through content designed to create online buzz on Millennials and Gen Z social media sites like TikTok videos, reels, funny memes

This study examines the behavior and acceptance attitudes regarding Tarot reading video content on TikTok among Gen Z in Vietnam The aim is to gain a deeper understanding of how young individuals perceive new forms of content, such as engaging with spiritual content on social media platforms The research addresses the following research question: How do Gen Z's attitudes and acceptance behaviors towards Tarot reading video content unfold on the TikTok platform?

Theory Barnum Effect

Lopez, K R B., Gaticales, N P., Provido, A V C., Santelices, S M B., & Arcinas, M

M (2021) indicated that individuals who tended to access, use, and share content related

to astrology showed a higher sensitivity to the Barnum effect The authors noted that women were more susceptible to the Barnum effect at a higher level when they consumed a higher amount of astrology-related information activated by higher levels

of uncertainty and lower perceived situational control The Barnum effect theory, introduced by Sekhar, S., & Simon, S (2023), was incorporated into the study to provide the primary reason why people believe in astrology, describing human expectations that general and vague statements about oneself or someone else could apply to them

In summary, the Barnum effect theory suggests that viewers place trust in tarot content that resonates with themselves, even when it aligns with the majority of cases Applied

to research, the Barnum effect theory serves as the foundation to identify content that attracts viewers and instills belief through observational methods and analysis of interactions within comments

4 RESEARCH METHODS

The study employed in-depth interview methods to investigate the viewing habits

of individuals engaging in online Tarot card readings on the TikTok social media platform The survey was conducted based on a literature review In order to gather information about the behavior and acceptance attitudes of GenZ individuals regarding watching Tarot card readings on the TikTok social media platform, in depth interviews were carried out over two weeks, comprising one -week for formulating interview questions and another week for conducting the actual interviews

Methods

According to DataReportal's statistics as of February 2023, there were approximately 49.9 million TikTok users in Vietnam TikTok is a platform that reaches various age groups, genders, and personalities To accurately understand the psychology of TikTok users interested in Tarot, the study selected five GenZ individuals for in-depth interviews to explore their psychology and behavior when consuming online Tarot content

The interviews focused on gaining a deep understanding of the behavior and psychology

of GenZ when watching Tarot on TikTok, including their positive and negative attitudes towards the content The study also examined how Tarot content directly influenced their life decisions This analysis aimed to understand their information acceptance attitude when viewing Tarot content on the TikTok social media platform

The interviewees comprised five students from various fields of study, including economics, social sciences, and technology, from universities in Ho Chi Minh City Four

of them were from Van Lang University, and one was from the University of Economics

in Ho Chi Minh City In-depth interviews, lasting approximately 45 minutes to 1 hour, were conducted to delve deeper into the students' psychology and behavior when watching Tarot videos Given the sensitivity of the topic, a comfortable space was created during the interviews to allow students to express themselves more freely and share in-depth insights into their Tarot-watching habits Quiet coffee shops provided an

appropriate environment for students to open up about their Tarot-related experiences The interviews were recorded using a phone for later transcription The information collected was stored securely, and files were encrypted for privacy Subsequently, the recorded information was transcribed into Word files for analysis

The information collected was shared with all team members, ensuring a mutual understanding of key aspects related to behavior and attitudes towards Tarot-related content However, only three team members participated in the analysis and encoding

of the interview recordings The group of students chose a thematic analysis approach for processing the gathered information

A few features of the research object

Economics University Ho Chi Minh 1

Ethical awareness

To enhance security during the data collection for the research, both the researchers and interviewees make a commitment to keep information confidential This ensures that no personal information of the interviewees is disclosed or used inappropriately Throughout the data processing and analysis, all identifying information of the interview participants, such as names and user accounts, as well as any other personal identifying details, are removed It is ensured that the collected data is accessed and utilized solely for research purposes and not used or disclosed for any other purposes

All collected data is committed to being stored securely, with access restricted to authorized personnel only Specialized storage methods, including password protection, multi-layered security, and encryption, are employed to safeguard the data from unauthorized access and prevent leaks of information Additionally, data is stored across multiple storage mediums to mitigate the risk of data loss in case of damage to any specific storage medium

Timeline : September 15th, 2023 - December 25th, 2023 (14 weeks)