tóm tắt luận án tiến sĩ tiếng anh nâng cao năng lực cạnh tranh của các tạp chí ban đảng trong thời kỳ đổi mới và hội nhập quốc tế”

ReasonableRecently, the dramatically development of science and technology, theappearance of many new journalism types, the diversity of the currentnews papers, and the extremely competi

1 Reasonable

Recently, the dramatically development of science and technology, theappearance of many new journalism types, the diversity of the currentnews papers, and the extremely competitive market forced the CentralParty Committee magazines (CPCM) to renovate and strengthen theircompetitive capacity in order to complete their mandates Currently, theCPCM are facing a big challenge to compete with other Medias If the CPCMstill keep the old way of marketing, then they will not attractive more thereader and not fulfill their mission To overcome these, the CPCM have tofind suitable resolution to develop such as keeping their mandates,changing the content, the representation and investing appropriately and

on time

The CPCM pay more important role and position in the Party

To the reader demands, the CPCM are still limited The Party’s development

is a challenging topic in the terms of content and representation The newdiscovered and defended articles are still not so frequency The articles arealways straight-forwards and more explanation So, it is not easy to attractthe reader

For those reasons, the research of “Strengthening competitive capacity ofthe Central Party Committee Magazines in the International Renovationand Integration” was carried out for this PhD (Doctor of Philosophy) ofJournalism

2 Objectives and tasks

2.1 Objectives

To clarify the science of the competitive capacity of the Central PartyCommittee magazines (CCCPCM); To clarify the impact factors to theCCCPCM; To assess properly the CCCPCM; To propose suitable solutions tostrengthen the CCCPCM in the international renovation and integration.

2.2 Tasks

- To clarify some important terms of “competitive”, “Central PartyCommittee magazines”, “competitive capacity of Central Party Committeemagazines” for the basic science for this dissertation

- To clarify the impact factors to the CCCPCM

- To assess properly the CCCPCM

- To predict properly the CCCPCM in the international renovation andintegration

- To propose suitable solutions to strengthen the CCCPCM in theinternational renovation and integration

3 Research objects and scopes

3.1 Research objects

Competitive capacity of Central Party Committee magazines (CCCPCM)

3.2 Research scopes

Observation of 5 margarines of the Communist Party Development (T pạpchí Xây d ng Đ ng), the Public Relation (T p chí Dân v n), the Communistựng Đảng), the Public Relation (Tạp chí Dân vận), the Communist ảng), the Public Relation (Tạp chí Dân vận), the Communist ạp ận), the CommunistParty Inspection (T p chí Ki m tra), and the Communist Party Propagandaạp ểm tra), and the Communist Party Propagandaand Training (T p chí Tuyên giáo) for 5 years from 2006 to 2010.ạp

4 Research questions and hypothesis

4.1 Research questions

- Which criteria the CPCM need to meet in order to strengthen theircompetitive capacity?

- What is the current problem of the CCCPCM and the reason?

- What are the most suitable solutions to overcome the difficulty and tostrengthen CCCPCM to fulfill their mandates in the renovation and theinternational integration?

4.2 Hypothesis

- The movement trend of the content, the representation, the publicreaders, the CPCM have to compete violently against the domestic printnews papers generally and with themselves inside the CPCM system TheCPCM have to meet these criteria in order to strengthen their competitive

capacity such as the content, the representation, the way of publication, thepublic relation, and the advertisement attractiveness.

- The CPCM have its advantages and disadvantages The acting mechanism

of the CPCM will be changed Soon or late, more or less, its subsidizationwill be cut off It means that they will have to work more or less as a privatecompany to pay for the running cost, the staffs, and the tax for the headingorganization and the Government as well But it will be more challenge asthey also have to complete their provided mandates in an equallycompetitive market with other media organizations

The CPCM cannot help changing the content, the representation, the printmanner, the design, and the reader’s demands as well The CPCM cannotforce the reader to buy their magazines, but the magazines must reach tothe readers The CPCM have to expand the advertisement, to have moreaction beside their main specialization, to improve the staff and journaliststandard of living, to extent the relationship with other domestic andforeign journalism organizations The CPCM have to gradually modernizethe equipment and the specialized tools and kick off the potential of thedomestic journal labor, and also need to align with their internationalstandards

In the marketing economy, competitive relationship and cooperationbetween the magazines sometime are very complicated

- So that, strengthening the competitive capacity by synchronous solutionssuch as awareness, lead, manage, specialization, staffing, and material andspiritual encouragement

5 Theory basis and methodology

5.1 Theory basis

The PhD research is based on the dialectical and historical materialism ofthe Marxism and Leninism, Ho Chi Minh’s thought, points of view of theVietnam’s Communist Party in journalism and communication, competitivetheory, and competitive capacity

5.2 Methodology

The PhD research uses integrated methodologies of the social science such

as literature analysis, expert consultation, observation, etc in order tocollect diverse, plentiful and objective information of the research objects.The collected information is analyzed to give necessary orientation of thescientific solutions

6 New contribution of the dissertation

- To develop a new theoretical and argument framework of the CCCPCMwhich is still new in Vietnam

- To assess the current CCCPCM and to analyze the reasons

- To predict the trend of competition and to propose solution, petition tostrengthen the current CCCPCM of Vietnam

7 Significance of the theory and reality of the research

- Contribution of the dissertation is to give a general view of the currentCCCPCM, to propose a comprehensive, suitable and feasible solution tostrengthen the CCCPCM in the international integration period.

The research result will be a concrete and reliable clue/foundation tosupport the managing and planning processes of the CPCM

- The dissertation will be a good literature, reference to other researchers,PhD fellowships, student, etc on the CCCPCM

8 Structure of the dissertation

The dissertation includes: Introduction, References, Appendices and 4chapters with 13 items

1.1.1 Researches on the central party committees

Central party committees always publish books on their special days.

1.1.2 Researches on the central party committees magazines

On the CPCM, there are a various researches at different levels and typessuch as ministerial-level projects, department-level studies, Master studies,seminars, scientific articles, etc These researches were focused only on theimproving the content of the CPCM (propaganda of communist partydevelopment, of communist party base, of communist party leaders, and ofcommunist party base management) or on enquiring the content and therepresentation of a specific magazine such as the Communist PartyDevelopment magazine or the Communist review or the content of aspecific column such as “Study – Exchange” but there is not anycomprehensive and deep researches on the CPCM

1.2 Researchs on the CCCPCM

There have been a set of researches on the competitive capacity and thesestudies also focused on difficulty and advantages of the print journalismcurrently and on strengthening the competitive capacity of a printnewspaper office outside the central party committees Up to thisdissertation, there have not been any researches on difficulty, advantagesand competitive capacity of a CPCM yet

1.3 Overview of the publish related to this PhD research

There have been a set of researches which focused on difficulty andadvantages of the journalism system currently; on the vital issues of theprint newspaper; and proposed solutions to the competitive capacity of theprint newspaper For the CPCM, there have been some researches on the

Communist Party Development Magazine or the Communist Review; theresearches proposed some solution to renovate the content and therepresentation, to keep the political orientation unchanged, to make thejournals more attractive There have been also other researches on thecontent of a specific column such as “Study – Exchange” but there is not anycomprehensive and deep research on the CPCM or on improving thepropaganda quality of the CPCM on the communist party base groups andmembers.

But, these researches,

- do not clarify some terms such as “competitive”, “the central partycommittee magazine”, and “competitive capacity of the central partycommittee magazines”

- do not focus on the impact factors to the CCCPCM;

- do not assess properly the CCCPCM;

- do not predict the trend of competition of the Central Party Committeemagazines in the international renovation and integration period;

- do not propose any solution to strengthen the CCCPCM in theinternational renovation and integration period;

“These gaps” lead to this dissertation of “Strengthening CompetitiveCapacity of the Central Party Committee magazines in the InternationalRenovation and Integration Period”

Chapter 2

THEORICLE BASIS OF COMPETATIVE CAPACITY OF THE CENTRAL PARTYCOMMITTEE MAGAZINES

2.1 Theory of the communist party and the communist party journalism

2.1.1 Theory of the communist party

To systematize and summarize the terms of the political party, thegoverned party, the governed Communist party

2.1.2 Theory of the communist party journalism

- Marxism – Leninism of the revolution journalism

Concept of the Marxism – Leninism of the revolution journalism functionsand mandates; Specific characters between the newspaper and themagazine, and the motto and the manners of the journalism

- Ho Chi Minh’s thought and the points of view of the Party in the revolutionjournalism and the CPCM

Ho Chi Minh’s thought about the mandates the Party journalism, thespecific characters between the newspaper and the magazine, and themotto and the manners of the journalism

The Party’s points of view in the comprehensive renovation period: roles,functions and mandates of the journalism; the journalism freedom andgovernment; the rules of the journalism of the Party propaganda; thejournalism organization, and the journalists and their professional ethics;and the specific guidance in the journalism.

2.1.3 About the CPCM

- Magazine and the CPCM

Magazine

Magazine is a periodical publication bound with a set of specialized articles

by various writers and its size is always smaller than this of a newspaper

Magazine functions

To propagate, disseminate, exchange knowledge and guide in a specificsector, field

To study and exchange;

To orient specialization, apply new science and technology;

To inform, supply new information/data;

Scientific journal;

Specialized-sector journal of the ministries, corporations, committees, etc;

Association journal of the science, economy, politic- socio, NGO

Entertainment journals

The Party’s journal

The Party’s journal is an important part of Vietnam’s journal system Thereader of the Party’s magazine is not so wide, almost are the governmentalstaffs and the Party’s members but the impact is very significant Throughthese direct readers the policy, guidance, theory, thought, science,technology which orients the thought and the action would come to thesocio widely The Party’s journals provide systematical theory, information

of the real life to the governmental staffs and the party’s members,especially, to who are working on the sectors of the Party, public relation,thought education and training, and propaganda The Party’s magazines areprovided to the readers periodically

The Party’s magazines are divided into 3 levels:

Level I: Communist Review which belongs to the Central Party ExecutiveCommittee

Level II: The Party’s magazines which belong to the the Central PartyCommittees or equivalent such as Communist Party Development, Publicrelation, Propaganda, Inspection, Political theory, Party’s history, etc.

Level III: the journals belong to units, centers, institute, etc such asLiturature and Art Criticism, International Relationship Information, etc

- The Central Party Committee Magazines

The Central Committees are advicement organisations of the Central PartyExecutive Committee, specially, directly and frequently to the Poliburo ofParty Central Committee and the Secriteriat of Party Central Committeeabout the main policies of the Party’s development

In the organizational system of each the Central Party Committees there is

a speek unit which is a Party-specialized magazine

2.2 Competative capacity and impact factors to the CCCPCM

2.2.1 Concept of competative capacity in the journalism

- Concept of competitive capacity

Competition is a contest between organisms, animals, individuals, groups,etc., for territory, a niche, or a location of resources, for resources andgoods, mates, for prestige, recognition, awards, or group or social status,for leadership Competition is the opposite of cooperation It ariseswhenever at least two parties strive for a goal which cannot be shared or

which is desired individually but not in sharing and cooperation.Competition occurs naturally between living organisms which co-exist inthe same environment Competition is a major tenet in market economyand business is often associated with competition as most companies are incompetition with at least one other firm over the same group of customers,and also competition inside a company is usually stimulated for meetingand reaching higher quality of services or products that the companyproduces or develops.

The concept of competition is the same with those in the business andother; however the functions and actions of the journalism are not thesame with those of business so that the motivation and the purposes arealso different For example, for a business company, the earning ismaximized, but for a journalism office, the awareness raising and politicalenlightening are the most objectives

- Concept of competitive capacity

Competative capacity of a product of a company is the product comsumingcapacity compared with other same product of other companies in thesame market

- Competitive capacity in the journalism

Competition in the information market nowaday is more and more equantand tense The reason is amount and diversification of the journlismmarket The readers have more choice from many available journals.Competition in the journalism must be fair

2.2.2 Creteria of the journalism competition

The representation must be diverse and plentiful in all categories of news,commentary and describe.

- Publishing manner

Before the publication available at the market, a study of reader’s marketand a estimation of print capacity and sold amount must be carried out

From the market study, a solution should be found in order to sell thepublication faster and more.

The office must be flexible and active to the changing demands of thereaders

It is very frequency to renovate and improve the content, therepresentation, the technology, and the organisation

A risk plan also must mapped out to reduce the tense of the competition inthe market