Summury the Doctoral dissertation: Agricultural development communication model in Northwest Vietnam

The research purpose of the thesis is to propose a model of agricultural development communication in the Northwest region and to demonstrate solutions and recommendations to promote the role of agricultural development communication in the region.

INTRODUCTION

1 The urgency of selected topic

From the perspective of propaganda and communication based on Marxism-Leninism, Ho Chi Minh's thoughts and modern communication approach, it is agreable that "there is a strong connection between communication and development” and "communication activities should be promoted to exploit and take the full advantage of all resources in agriculture, farmers and rural areas" are important solutions A few of development communication researchers also pointed out that the limitation of rural and agricultural development in Vietnam was resulted by the diffusion model and the modernization development model Although it was in line with the context of Vietnam's rural development in the early stages of reform, it failed to ensure the sustainability of further stages of

development It is very important to have an appropriate model of agricultural communications for the new stage Based on the research of many national and

international scientists, and my own personal experience, I think the application of

development communication model to agriculture is the optimal solution

For Northwest Vietnam, improving the efficiency of agricultural communication is identified as one of the important directions for agricultural development Innovation is a must in order to improve the efficiency, especially

having a new communication model In order to materialize the innovation, the first stage is proposing and substantiate an appropriate regional communication model, step by step replaces the traditional one For the above reasons, the topic of

"Agricultural development communication model in Northwest Vietnam" has

been selected for the doctoral dissertation in Mass media

2 Purpose and mission of the study

2.1 Purpose

The purpose of this study is to propose an agricultural development communication model for Northwest Vietnam and substantiate solutions and recommendations to enhance the role of communication which contributes to meet the needs and achieve the agricultural development goals in this area

2.2 Missions

In order to achieve this goal, it is required to conduct the following tasks:

- Firstly, systematize the basic concepts of communication researchers to

provide a background knowledge of communication for development, communication for agricultural development and propose an agricultural development communication model for Northwest Vietnam

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- Secondly, identify exactly the characteristics and problems of agricultural

communication mechanism in Northwest Vietnam by making survey in Son La and Lai Chau

- Thirdly, propose and demonstrate foundation directions and key solutions

to promote the role of agricultural development communication in Northwest Vietnam

3 Objects and Scope of the study

3.1 Objects

The objects of the study are agricultural development communication with a characteristic as a set of basic elements of communication, relationships between those elements and impact mechanism of the model with agricultural development

in Northwest Vietnam

3.2 Scope of the study

The research object of the study is communication activities for agricultural development in Northwest Vietnam

The examine object of the study are methods of communication for agricultural development in Northwest Vietnam including 1) research and examine duration is from 1986, when Vietnam started the Resolution era, until now, 2) selected typical examined locations are Son La and Lai Chau

4 Hypotheses

Firstly, it is very important to have a communication model for agricultural

development proposed based on modern theories of development communication,

at the same time, matches specific local conditions, such as culture, society, geographical nature, etc

Secondly, the current agricultural communication model is one way and

imposed Thus, communication is not able to enhance its role in the development

of agriculture of the Northwest

Thirdly, the proposed agricultural development communication in Northwest

Vietnam not only resolves the limitations or weaknesses of the current model but also inherits and promotes the potential strengths and advantages of local agricultural development communication

5 Rationale and Methodology

5.1 Rationale

- The rationale for the study is modern theories of communication, development and the role of communication for sustainable development in general and for sustainable agriculture development in particular The study is also based

on the perspective of Marxism-Leninism and the Communist Party of Vietnam on agricultural development and contribution of propaganda and communication to agricultural and rural area development

5.2 Methodology

Specific methodologies selected for the study are analysis – synthesis, which

is used on documents research, together with inductive – deductive, which is implemented to examine the current situation of agricultural development communication in the Northwest Besides, the study also utilized other methodologies like statistic, survey and in-depth interview in two provinces Son La and Lai Chau

6 Contribution of the study

Firstly, this is the first comprehensive study on researching and proposing

agricultural development communication model in Northwest Vietnam, in which, indicating the elements of the model and relationships between them

Secondly, the study researches and analyses the current situation of agricultural development communication activities to identify both advantages and disadvantages, as well as the reasons and the issues of sustainable agricultural development communication in Northwest Vietnam

Thirdly, the study proposes and demonstrate foundation directions and key

solutions to enhance the role of communication in agricultural development in Northwest Vietnam, nowadays

7 Theoretical meaning and Practical meaning

7.1 Theoretical meaning

The study significantly contributes and supplements to the Vietnamese agricultural development communication theory system and the agricultural development communication model It is considered the first systematic scientific study that evaluates agricultural development communication activities and methods in Northwest Vietnam

7.2 Practical meaning

The results of the study will be an important basis for people who directly involve in communication, especially administrators, who are able to find it as a good reference to develop the development communication model and agricultural development communication model which are suitable with specific local conditions and ensure the sustainable development In addition, the study can be a scientific material for the study and research of students major in communication or journalism and those interested in the topic

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8 Table of contents

Besides Introduction and Conclusion, the study is divided into 4 chapters and

10 sections

CONTENT

Chapter I General overview

1 Studies on development communication

Based on the analysis of the research results in Vietnam and other countries, valuable results are conducted as follows:

First of all, together with the growth of technology and communication

techniques, modern media means, tools channels and forms are observed to achieve

constant development, primarily, creating a transformation, which leads to the birth

of new communication variation, on the other hand, the traditional communication

channels still develop by themselves, maintain their advantages and learn from the modern technology

Secondly, the stated quick transformation robustly enhances the role and

importance of mass and non-mass media communication to society sustainable development The procedure, objectively, is making communication not only an impact and promote element for the development of society but also an intrinsic

factor of sustainable society development Development communication has become a scientific term expressing the important role of communication as a part

of social development in general and development in each sector of social life

(economy, politics, culture - society and people) in particular Results of the research on development communication, economic development communication,

agricultural development communication, etc are methodological valuable and on

the other hand, provide good references for estimation, criticism, selection and inheritation for the study to complete its missions

2 Studies on development communication models

Lasswell model is a traditional communication model that has a reference value to clarify several foundation definitions of communication theory, such as mass media communication, non-mass media communication, etc,; however, the model has not reflected the initiative of the public in receiving communication products Meanwhile, Shannon & Weaver has outperformed Lasswell’s with quite clear “response” element between audience and sources reflection, meaning that communication is a two-way information exchange and always occurs in the context of interpersonal relationships This also denies the perception of absolute effect of communication to recepients Lerner, D’s Two-step flow of communication model with with a notion that in order to be able to have a full effect, mass media communication has to be followed by its second stage – interpersonal communication Besides, it is essential to mention the four PR model groups by Grunig-Hunt, which all derived from development communication and adaptive communication to achieve the best development

3 Studies on sustainable development

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The foundation and key intensions of sustainable development is the development that meets the harmonization between the economic efficiency and an equal society together with an environment which is protected, preserved and used properly Sustainable development includes four basic criteria as follows: firstly, the development have to ensure to use, preserve and develop properly the ecological environment Secondly, sustainable development must be based on a sustainable economic growth Then, sustainable development implies the

development of a stable, healthy and democratic environment of politics and

society Last but not least, sustainable development includes and is based on a harmonious environment of culture and society which human beings are liberated

and freely and comprehensively developed In order to implement the basic criteria

of sustainable development in reality, a critical strategy should be mapped out based on two aspects: compatibility - sustainable development is in line with needs

in each country cooperation - it needs collaboration of countries, organizations, international and regional social forces, etc

Conclusion for chapter 1

A number of researchers from all over the world have been interested in development commination since the middle of 20th century In Vietnam, although research on this topic have been conducted decades later, the results can be considered positive

There is a close relationship between communication and social development In other words, communication is considered as a factor which has strong influence and ability to spread widely and persuade the public Society is not able to develop sustainably without the effective communication mechanisms

Chapter II: Theoretical and practical foundation for developing the agricultural development communication model in Northwest Vietnam 2.1 Rationale

2.1.1 Related concepts

Communication

The term "communication" in this study will be understood as social communication, which is an activity for exchanging and sharing information between individuals, organizations, groups and communities in society to achieve mutual understanding, thereby connect to each other Basically, this activity is the exchange - sharing, transmitting - receiving of information between senders and receivers through the messages conveyed, transmitted and received by channels and means of communication

Mass media

Mass media is a term referring to to a system of communication channels that convey the messages of communication to the mass public in order to call for, educate, persuade and organize their interests, and participate to handle the political, economic, cultural and social tasks Mass media only appears and develops in order to meet the objective needs of the public and it is necessary to have mass communication For the study, the term mass communication will be used as mass media Although journalism is just a part of mass communication, it plays a central and fundamental role and is able to determine the tendency, capacity, and effectiveness of the mass media

Non-mass media

Non-mass media is a term referring to the forms, channels, and means of communication that convey specialized messages to a specific group, community which meet the needs of this specific group It is a new factor developing rapidly and having effects on the change of development communication model

Development and sustainable development

The term "development" is defined as aprocess of upward movement, from low to high, progressing and improving; human beings are fully aware of the development and the development in reality leads to the development of mindset; development is universal and occurs in all areas of objective reality

Sustainable development is defined as the development that meets the needs

of all aspects at present and ensures the long-term development in the future Sustainable development not only satisfies to achieve all basis development of the present but establishs a foundation for further development of future generations Sustainable development is based on the harmonization between the economic

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efficiency and an equal society together with an environment which is protected, preserved and used properly

Development communication

“Development communication” is the term that reflects the organic

relationship, impact and influence of communication contribute not only a service role but also become a motivating element for society development

Development communication involves the following characteristics: firstly, development communication is communication to disseminate knowledge/ diffuse new things; secondly, development communication is participatory communication; moreover, basically, development communication is an improvement of society and meets the needs of society

2.1.2 Development communication model

Communication development model is a social model developed by communication and development communication researchers and it was designed

to describe and prove the role and position of fundamental parts which contribute to communication activity, and the basic relationship between the elements of communication in order to serve the development of society

As researched a variety of development communication models by foreign researchers, several similarities, at the same time valuable references are selected and added to the study theoretical foundation in order to complete the research purpose of the study Those are the perceptions relating to participatory communication, communication leaders, interpersonal communication, etc, in the Two-step flow of communication model The mentioned scientific views are demonstrated based on modern conceptions on the role of communication technology application or two-way communication mechanism in association with researches that discovered features, needs and message receiving conditions of communication audience, etc, and They are forming a public communication journalism type

In different development communication methods and types proposed by Vietnamese researchers, perceptions on role of specialized communication, role of integration and convergence of communication to development, in general, and ethnic minority society development, in particular, etc, are mentioned However, values and results of those researches are not systematic and clarified as an agricultural development communication model In addition, there are no study on agricultural development communication model in the Northwest Both achievements and limitations of domestic researches are considered as the practical foundation for the study

2.1.3 Agricultural development in Vietnam

Based on a summary of Communist Party's documents recently, basic views

of the the Party on agricultural development are as follows:

Firstly: To develop comprehensively agriculture in the direction of modernity and sustainable efficiency, take full advantage of the tropical agriculture

in combination with solving the problems of farmers and rural areas

Secondly: To build and promote the role of farmers which are the subject of the agricultural and rural development process

Thirdly: Agricultural development must be associated with the construction

of new rural areas in the direction of civilization, prosperity, and higher standard of living of farmers and people living in rural areas

2.2 Practical basis

2.2.1 Practices in Northwest Vietnam

After stating an overview about economy, culture, society and communication environment of in Northwest Vietnam, the study recognizes that the agricultural development of the Northwest is an important task and always receives attention from the Party and Government At present, the key and urgent task having the long-term significance is agricultural development based on the strength of the areas, thereby helping farmers reduce poverty and gradually improve their lives To carry out those tasks, the first thing to do is promoting to change their mindset, enhance the self-development and give them guidance and orientation to reduce poverty It is the task of agricultural communication

2.2.2 Agricultural communication in Vietnam

After conducting a survey on the process of forming and developing basic views and guidelines of the Party and the Government on agricultural development communication in two basic periods: the period from 1945 to 1986 and the period

of Doi Moi since 1986, the study summarizes and states that using communication

to serve agricultural development was early determined by the Party and the Government right after gaining the authorities Communication has been developed together with the development of the Party, especially in mindset and cognition The core is that the Party always calls for the constant change of all revolutionary activities, including agricultural development communication in order to adapt to each development condition It means that in each period, it is necessary to have a change in line with the practical requirements It is an important practice for researchers to study and propose agricultural development communication model in Northwest Vietnam today

2.3 Agricultural development communication model in Northwest Vietnam

2.3.1 View on developing the model

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2.3.1.1 System – structure point of view requires and allows researchers,

policymakers, and leaders to establish not only the general, macro and systematic models but also specific models which demonstrate each relationship, each element

of the system (sub-system) with the characteristic of key relationships and elements

of general models

2.3.1.2 History – detail point of view requires and allows researchers,

policymakers, and leaders to establish the communication models suitable to the natural, environmental, socio-economic, cultural and historical characteristics of each stage, territory, or specific area of society in each particular historical period

of social development, etc

2.3.2 Agricultural development communication model in Northwest Vietnam

According to the rationale and practice, the communication model for agricultural development in Northwest Vietnam is proposed as follows:

Conclusion for Chapter 2

There is a close relationship between communication and social development In other words, communication is considered a widespread factor which has the power to persuade and influence the public Society can not develop sustainably without the effective communication mechanisms The development of communication theories, therefore, closely links to social development theories at various stages

According to it, research on agricultural development in Vietnam should begin by proposing and proving an appropriate communication model

"Appropriate" is understood in two aspects: firstly, it is in line with modern

THE PUBLIC

SUBJECT OF

COMMUNICATION MESSAGE

MASS MEDIA

NON–MASS MEDIA

NEEDS OF INFORMATION OF THE PUBLIC

THE ELITE