How have readers changed over the past 100 years?

A century has passed since the founding of the newspaper 'Thanh Nien' (Youth), led by leader Nguyen Ai Quoc, and Vietnamese revolutionary journalism has gone through many historical stages. Throughout this journey, the readers – those who have accompanied the press – have also constantly changed.

The newspaper "Thanh Nien" (Youth), founded on June 21, 1925 by leader Nguyen Ai Quoc, was the first newspaper to initiate the revolutionary press (archival photo).

From the dawn of revolutionary journalism

A century ago, revolutionary Vietnamese journalism emerged amidst colonial rule and oppression. In this context, the press carried a monumental mission: to propagate revolutionary ideals, enlighten the masses, and inspire patriotism and the struggle for national liberation. The newspaper "Thanh Nien" (Youth), founded on June 21, 1925, by leader Nguyen Ai Quoc, was the first to initiate this revolutionary press movement. Its readers at the time were patriotic youth, workers, farmers, students, and others yearning for a path to liberation from slavery.

During this period, readers not only received information but were also willing to "pay the price" to keep and pass around precious newspapers. In the recollections of veteran cadres, reading newspapers in the dark, hidden in rice sacks, in jacket pockets, or secretly passing them around was commonplace. A copy of "Liberation Flag" or "Truth" was not just a news report, but a revolutionary weapon.

Even in Hai Duong – a land with a tradition of patriotism and revolution – a readership deeply connected to the press quickly formed. Pre-revolution cadres recounted that if just one person could read, the whole village could "read" the newspaper: some read aloud, others listened, then discussed and shared. At that time, the readers were comrades and soldiers on the same ideological front.

The newspaper sections of this period were simple, yet deeply moving. Sections like "Revolutionary Activities News," "Heroic Figures," "Lessons from the Soviet Union," and "Uncle Ho's Call" were eagerly awaited by readers. The articles weren't polished in language but poured their hearts into evoking patriotism and revolutionary ideals. "Back then, the whole neighborhood only had one small-format newspaper, while movies were shown only once a month, and performing arts troupes only performed once every few years. So, having a newspaper in hand meant I read every word, even details like the masthead and the printing location," shared 80-year-old Meritorious Artist and teacher Khuc Ha Linh, recalling the "thirst" for information during that time.

Readers are changing the era of reform.

Entering the period of resistance against the US, national reunification, and especially since the Doi Moi (Renovation) period (1986), Vietnamese journalism has entered a period of strong development in both content and form. Readers have also gradually changed according to the rhythm of life and the demands of the new society.

Meritorious Artist and educator Khuc Ha Linh follows the news daily and collaborates with many newspapers.

The development of various forms of media—print, radio, and television—has expanded the reach to readers. Newspapers such as "Nhan Dan," "Quan Doi Nhan Dan," "Lao Dong," "Tuoi Tre," and "Thanh Nien" have gradually formed their own readership: workers, farmers, intellectuals, businesspeople, and civil servants.

The sections have also become more diverse, tailored to different reader groups: "Readers' Contributions" (reflecting public opinion), "Law and Life," "Businesses and Entrepreneurs," "Health," "Smart Consumerism," "Youth Confessions," "Expert Perspectives," etc., are appearing more and more frequently. Each section is a "door" for readers to engage with journalism.

In Hai Duong, from the establishment of "Hai Duong News" to "Hai Duong Moi" and later "Hai Duong Newspaper," local journalism has also joined this trend. Readers not only receive information but also actively send letters, make phone calls, offer suggestions, and even engage in critical discussions through online forums. Readers become an active participant in the journalistic process. Articles reflecting the concerns of the people have prompted relevant authorities to take action.

The media audience during this period began to show clear stratification. They demanded information that was fast, accurate, in-depth, and relevant to real life. Newspapers that listened, adapted their writing style and presentation to "say what readers care about" retained their readership. Conversely, newspapers that resorted to one-sided propaganda, clichéd language, and monotonous presentation were gradually forgotten.

The challenge of retaining readers in the age of AI.

Entering the 21st century, especially since 2010, with the explosion of the internet and social media, Vietnamese journalism has shifted strongly towards digital platforms. Readers no longer only read print newspapers, but read anytime, anywhere via phones and tablets. They also not only read but also interact, share, comment, and even become "citizen journalists" through social media.

Young readers receive information through multiple channels, and they will stay where the content is engaging, up-to-date, and relevant to their needs.

The landscape of modern readers is changing rapidly. According to statistics from the Ministry of Science and Technology , Vietnam currently has over 77 million internet users, with tens of millions reading news through online newspapers, news apps, YouTube, TikTok, etc. The concept of a "loyal reader" is becoming increasingly rare. Today's readers "drift" between platforms; they stay wherever the content is engaging, up-to-date, and meets their needs.

Mainstream journalism is facing fierce competition from non-traditional news channels, and even from artificial intelligence (AI). The emergence of automated news generation tools, deepfakes, and distorted content online creates an urgent need for journalism to "regain the trust" of its readers through accuracy, humanity, and social responsibility.

Today, readers in Hai Duong no longer only read print newspapers. The Hai Duong online newspaper, the Hai Duong Newspaper Fanpage, Hai Duong Television, and YouTube channels are becoming familiar destinations. From retired people reading the morning newspaper to young people browsing TikTok, from businesses following the "Digital Transformation" section to farmers watching videos on clean production, all demonstrate a diverse, intelligent generation of readers who are always "hungry" for innovation.

It is noteworthy that despite technological changes, the fundamental nature of the reader remains unchanged: they need truthful, relatable, and useful information. Investigative series, humanistic columns, and sharp critical writers will always have their place. For example, the columns "From Readers' Information," "Readers' Opinions," and "People Ask - Government Answers" of Hai Duong Newspaper and Radio and Television are clear evidence of the transformation between information and action.

"The press is facing the challenge of both innovating content to suit digital readers and maintaining political integrity, standards, and accuracy. In the context of social media spreading information quickly but easily in a misleading way, mainstream journalism needs to reaffirm its role as a reliable information gatekeeper," shared Vu Van Uy, Chairman of the Hai Duong Provincial Journalists Association.

Hai Duong Newspaper has a readership among the top 5 local Party newspapers nationwide.

One hundred years ago, readers of revolutionary newspapers were willing to sacrifice themselves to protect each newspaper. They were soldiers. Fifty years ago, readers were connected to newspapers to learn, trust, and contribute to building a new society. They were companions. Today, modern readers are digital citizens, both quick-witted and demanding.

Therefore, it is necessary to emphasize the importance of digital transformation in journalism, from the application of AI, big data, and multi-platform approaches, to retraining journalists to produce content relevant to the times.

GINGER

Source: https://baohaiduong.vn/doc-gia-thay-doi-ra-sao-sau-100-nam-413601.html