The guests attending the discussion included: Mr. Nguyen Ngoc Hoi - Deputy Director of the Department of Information and Communications of Ho Chi Minh City; Mr. Duong Vu Thong - Permanent Vice President of the Ho Chi Minh City Journalists Association; Journalist Duc Trung - Member of the Editorial Board, Deputy Secretary General of Thanh Nien Newspaper; Journalist Nguyen Chien Dung - Secretary of the Editorial Board of Saigon Giai Phong Electronic Newspaper; Journalist Do Thien - Head of Multi-platform Television Department of Ho Chi Minh City Law Newspaper; Leaders of Tuoi Tre Newspaper; Leaders of the Center for Digital Content Production and Development of Vietnam Television; Dr. Vu Toan, Deputy Head of the Student Affairs Department, University of Social Sciences and Humanities, VNU-HCM; Ms. Nguyen Thu Trang, Department of Communications and Business Relations, University of Social Sciences and Humanities, VNU-HCM.
In addition, there were representatives of other media agencies and experts such as Mr. Huynh Ngoc Duy - General Director of Mat Bao Joint Stock Company; Mr. Bui Phan Truong Chanh Nghia - Director of Ho Chi Minh City Representative Office, MAC Vietnam Advertising Media Development Joint Stock Company (MCV); Mr. Nguyen Khoa Hong Thanh - Digital Marketing Technology Expert; Mr. Le Van Phong - Manager of Phong Bui Youtube Channel and Mr. Bui Thanh Binh - Director of BMZ Joint Stock Company (social network manager for a number of digital creators).
During the discussion, press agencies and technology companies had the opportunity to share and discuss difficulties and solutions to promote the development of journalism on social networking platforms.
With the strong development of social networks, readers' information reception habits have also changed significantly. Therefore, changing according to readers' trends is an inevitable thing that press agencies must do, especially in the period of strong digital transformation.
Currently, newsrooms have applied a multi-platform information distribution model, instead of only developing print and electronic newspapers as before. In particular, social networking platforms used by newsrooms include Facebook, YouTube, Zalo, TikTok, Lotus, etc.
Along with the wide-open opportunities, this process also causes press agencies to face many challenges such as difficulties in technology, human resources, copyright issues... and many other risks. The problem is how media agencies can effectively build information channels on social networking platforms, compete with other social networking channels while ensuring the criteria and orientation of the newspaper.
Advantages and risks
Discussing this issue, journalist Duc Trung - Member of the Editorial Board, Deputy Secretary General of Thanh Nien Newspaper said that the current platform for press agencies is borrowed, the platform developer only needs to change the keywords to make the press agencies "confused". With such a challenge, a press agency cannot do it alone, requiring the joint efforts of state management agencies.
On the other hand, he also believes that another risk is the objective factor on social networks, which requires technology that not every agency has the resources to invest in, depending on the human factor. Mr. Duc Trung affirmed: "Young people can keep up with changes in technology and have boundless creativity, so we need to create conditions for them to be creative."
Along with the advantages of developing communication on social networks, press management agencies also need to pay close attention to the accompanying risks. According to journalist Do Thien - Head of the Multi-platform Television Department of Ho Chi Minh City Law Newspaper, the participation of press agencies in social networks will have many advantages. In particular, social networks bring press agencies interactions and revenue. He said that the current general trend is that most people access news from press agencies through social networks. When participating in social networks, press agencies will catch up with trends, grasp the tastes of social network users, thereby catching up with users' news needs.
Journalist Do Thien shares his views at the discussion. Photo: NLĐ
At the same time, the press participating in social networking platforms also faces many risks. That is the dependence of press agencies on these platforms in terms of both content and technology. Journalists being absorbed in following trends on social networks to produce news articles can easily "lose substance". Currently, press personnel are also flowing to social networks.
Brand affirmation from verifiable information
Sharing about the challenges in controlling fake news, journalist Nguyen Chien Dung - Editorial Secretary of Saigon Giai Phong Electronic Newspaper, even in official press agencies, there are difficulties in managing fake news. A typical example is the chaotic information during the COVID-19 pandemic. "In recent years, Saigon Giai Phong Newspaper has also asked the question: How should the headline be? When posting on social networks, how should the headline be edited to attract attention? Therefore, the question is how to manage social networking platforms?" - Mr. Chien Dung said.
From information on social networks, we must verify the information and exploit it in a way that people trust to identify. Of course, this information also "follows the trend of social networks but must be accurate."
Mr. Nguyen Ngoc Hoi - Deputy Director of the Department of Information and Communications of Ho Chi Minh City affirmed that the Department is developing regulations to handle acts of posting fake, bad, and toxic news on social networks. He said that the Department of Information and Communications of Ho Chi Minh City is developing plans and regulations to create conditions for press agencies to develop rapidly. In addition, it is tightening and supporting press agencies to build their brands on social networking platforms. This brand is information verified by press agencies. No matter what trend social networks follow, official information verified by press agencies is still necessary and plays an important role.
Technology is the future
Contributing opinions in the discussion, on the side of media companies, representative of MAC Vietnam Advertising Media Development Joint Stock Company (MCV) - Mr. Bui Phan Truong Chanh Nghi said that they should invest in human resources and technology to catch trends on social networks, thereby conveying content that catches trends on social networks. The difference between traditional television and digitally transformed content television is that there are tools to separate and build content suitable for each audience, to measure tastes.
Under the trend of the new era with the bustling activities of social networks in Vietnam today, to develop the "million view" platform and in the right direction with the management of the state, the press must coordinate closely with technology companies. It is necessary to coordinate data management, how to utilize that data to bring it to the most suitable readers.
"Currently, the trend of artificial intelligence is no longer a trend but the future, we use AI technology (artificial intelligence) to redistribute our content, promoting technology. There are also platforms that integrate multiple social networks together for the best management and mutually beneficial cooperation to bring readers more accurate and in-depth information" , Mr. Huynh Ngoc Duy - General Director of Mat Bao Joint Stock Company expressed.
Mr. Huynh Ngoc Duy, General Director of Mat Bao Joint Stock Company
Regarding social networks in Vietnam, Mr. Nguyen Lam Thanh - representative of TikTok in Vietnam, said that TikTok Vietnam has a program to accompany Vietnamese press agencies to bring news to viewers. In particular, supporting TikTok accounts on legitimacy; TikTok has a team to support both technical and content. In addition, TikTok also has programs to accompany press agencies in a number of content lines, thereby attracting interactions for press agencies.
In the big picture, Dr. Vu Toan - Deputy Head of Student Affairs Department, University of Social Sciences and Humanities - VNU-HCM, said that technology poses challenges and advantages to serve the development of journalism. Journalists must have qualities and ethics, from the perspective of a trainer, Dr. Vu Toan said that responsibility is very important. He affirmed that it is necessary to understand that the operation of journalism is very much related to people, people create products and enjoy the results.
Dr. Vu Toan, Deputy Head of Student Affairs Department, University of Social Sciences and Humanities - VNU-HCM
Dr. Vu Toan expressed: "We think that the training direction to produce human resources participating in activities with a multi-platform development orientation is that the trainees must have a firm grasp of policies and guidelines. The learners must have qualities, ethics, integrity, and aim for a healthy role model." Journalists and media workers need to have a standard understanding and know how to listen more. To get good information, "listen", then "listen" to meet the job requirements.
Journalist - Dr. To Dinh Tuan, Editor-in-Chief of Nguoi Lao Dong Newspaper presented flowers to representatives of accompanying units.
The Seminar took place with many enthusiastic contributions from the participants, aiming at the ultimate goal of how to help press agencies develop effective social networking platforms. This joint effort requires the cooperation, assistance and support from state management agencies. Developing journalism on social networking platforms in accordance with the orientation of the new era, "displaying" good things for readers to choose, classifying information for exploitation, and creating the highest quality products.
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