The way public relations practitioners influence media agendas in Vietnam

The paper provides empirical evidence for the development of the theory of media agendasetting. The power of the media, according to the theory, has been changed in public relations in Vietnam. Public relations practitioners have power to shape media content as they desire. This research uncovers th...

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Bibliographic Details
Published inHo Chi Minh City Open University Journal of Science - Economics and Business Administration Vol. 5; no. 1; pp. 77 - 90
Main Author Van Thi Hong Loan
Format Journal Article
LanguageEnglish
Published HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE 10.05.2020
Subjects
agenda-setting
framing
information subsidies
media agendas
public relations
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Summary:The paper provides empirical evidence for the development of the theory of media agendasetting. The power of the media, according to the theory, has been changed in public relations in Vietnam. Public relations practitioners have power to shape media content as they desire. This research uncovers that public relations practitioners not only impact media agendas as the theory describes, but also do the job of journalists. While public relations practitioners in the West use framing and information subsidies to influence media agendas for the public, this study indicated that practitioners in Vietnam tend to be responsible for public relations editorials that are considered as the main duty of media people. The paper additionally explains the way Vietnamese journalists conduct news to underpin understanding of the characteristics of media relations in the country. This paper also presents a Tripolar model of corporate, media and public agendas which was designed based on the research data.
ISSN:2734-9314
2734-9586
DOI:10.46223/HCMCOUJS.econ.en.5.1.76.2015