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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
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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.
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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