High School Students as Media Consumers (Cases in Urban Areas of Hanoi)

Abstract

Abtracts: According to VietnamInternetNetworkInformationCenter(Ministry of Information of Communications), up to November of 2012, more than 1/3 population of Vietnamis using the Internet (35.58%) [1]. Despite the fact that a majority of these people are of young age there have been just a few behavioral studies on the way young audience receive and react to the media. Recent development of the Internet in the world generally and in Vietnamparticularly has created a number of new platforms for this audience to get information and to interact with each other on the cyber space. Thus, it is right time to put forward a question that is how are priorities of the media among Vietnamese young persons in terms of collecting information and getting recreation? Another question that should be brought about is how does young people interact with the media? This study employed two methods in investigating the enquiries. They were survey and focus group. Major findings included considerably high level of the Internet and television consumption and considerably low level of radio and newspapers consumption among investigated young audience. And both the survey and focus groups showed that the respondents had a habit of multi-tasking with different media simultaneously. By and large, high school students investigated had pretty high level of media exposure. 

Keyword: Mass media, communication, media consumers, audience, internet, broadcasting, television, radio, newspapers, magazines, students, Hanoi.