UNIVERSITY OF ECONOMICS HO CHI MINH CITY

SCHOOL OF INTERNATIONAL BUSINESS - MARKETING

EFFECTS OF COME OUT SHOW ON GEN Z’S

ATTITUDE TOWARDS LGBT+ COMMUNITY
AND RECOMMEDATIONS OF PRODUCING
SHOWS FOR LGBT+ YOUTH

Student: Dinh Thi Tuyet Mai

Major: International Business
Batch: 44
Instructor: MBA. Duong Ngoc Hong

HO CHI MINH CITY - October 2021

 UNIVERSITY OF ECONOMICS HO CHI MINH CITY
SCHOOL OF INTERNATIONAL BUSINESS - MARKETING

EFFECTS OF COME OUT SHOW ON GEN Z’S

ATTITUDE TOWARDS LGBT+ COMMUNITY
AND RECOMMEDATIONS OF PRODUCING
SHOWS FOR LGBT+ YOUTH

Student: Dinh Thi Tuyet Mai

Major: International Business
Batch: 44
Instructor: MBA. Duong Ngoc Hong

HO CHI MINH CITY – October 2021

 i

ACKNOWLEDGEMENTS
My thesis would not have been possible without the support of many people and
organizations. I would like to thank you, individuals, for teaching and guiding me for
this semester, especially this hard time due to COVID-19. Still, I had an unforgettable
time in my university life.

First and foremost, I acknowledge the guidance and support of my lecturer Mrs.
Duong Ngoc Hong who helped me a lot from figuring out the topic to the end of my
study. She always offers guidance and revisions immensely for us. Thank you for your
efforts in helping us to have a memorable pre-graduation time.

Second, I wish to express my sincere appreciation to MCV Corporation for giving

me a helpful internship period. At the time, I learned a lot not only about the knowledge
or gaining hands-on experience, but also the attitude and the working style in a
professional environment.

Besides, I would love to say the warmest thanks to my team. In the data team, I had
learned and improved significantly from the past through our internal and external
training and helpful lessons, especially a big thanks to my supervisor Ms. Hoang Lam
who helped me a lot from the beginning. Thank you for giving me an opportunity to
work in one of the best media companies in Vietnam and many great lessons that you
have taught me so far. I indeed appreciate what you have done for me from the very first
days. Without your persistent help, the goal of this thesis would not have been realized.

Finally, I want to express my gratitude to the teachers in the School of International

Business and Marketing at UEH. Thank you for your understanding and the guidance
for us to deal with our thesis during this pandemic period.

I would like to thank you again for all your efforts and support to get this thesis
done successfully as well as for giving me a memorable experience.

Yours faithfully,
HCMC - October 10th, 2021

Dinh Thi Tuyet Mai

 ii

ENDORSEMENT
My name is Dinh Thi Tuyet Mai - the author of the study “Effects of Come Out show on
Gen Z’s attitude towards LGBT+ community and recommendations of producing shows
for LGBT+ youth”. The whole thesis below is my work. I guarantee that all the contents
are not copies. Besides, all the contents would be listed in the references section if I took
from any pages or websites. I ensure that the results of the research are totally correct
and processed by myself. All data relating to the study had been enclosed with the names
of the sources and the information written in the study had been allowed to use.

HCMC - October 10, 2021

Dinh Thi Tuyet Mai

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BẢNG ĐÁNH GIÁ KẾT QUẢ HỌC KỲ DOANH NGHIỆP CỦA GVHD

TÊN SINH VIÊN: Đinh Thị Tuyết Mai MSSV: 31181021569 LỚP: DH44IBC01

ĐƠN VỊ THỰC TẬP: Công Ty Cổ Phần Tập Đoàn MCV

ĐIỂM GVHD
TIÊU CHÍ
TỐI DA CHẤM ĐIỂM
PHẦN 1: NHẬT KÝ THỤC TẬP 15
1. Nội dung (thông tin chi tiết, cụ thể, bám sát quá trình thực tập,
10
bài học rút ra…)
2. Hình thức trình bày (hình thức trình bày theo quy định, cách
5
thức trích dẫn, bố cục chuyên nghiệp…)

PHẦN 2: KHÓA LUẬN TỐT NGHIỆP 55

1. Nội dung
(hiểu biết về doanh nghiệp tốt, nội dung mang tính thực tiễn
25
cao, phù hợp với chương trính đào tạo, tính logic, tính đầy đủ,
tính sáng tạo trong xác định vấn đề hoặc xây dựng giải pháp…)
2. Kỹ năng nghiên cứu độc lập
(tìm kiếm tài liệu đầy đủ và phù hợp, phân tích/đánh giá thông
10
tin, phương pháp nghiên cứu phù hợp, hoàn thành bám sát tiến
độ kế hoạch…)
3. Kỹ năng giải quyết vấn đề
(xác định vấn đề chính xác, xây dựng cơ sở đề xuất phù hợp với
10
chuyên môn, xây dựng và chi tiết hóa bộ giải pháp mang tính
thực tiễn và khả thi…)
4. Hình thức trình bày
(văn phong rõ ràng, súc tích, không có lỗi ngữ pháp, văn 5
phạm,trình bày theo đúng quy định….)
5. Thái độ, hành vi
(chuyên nghiệp, trung thực, cầu tiến, quản trị thời gian, chủ 5
động, tích cực…)

TỔNG ĐIỂM 70

Họ & tên GVHD:

Chữ ký: Ngày:

 v

EXECUTIVE SUMMARY
Being known as one of the most successful content producers for LGBT+ shows in
Vietnam, MCV has gained many compliments and support from the audiences with the
shows for the LGBT+ community. Come Out (CO) show is popular and has received
much interest from the audiences. The program has been successful in delivering
humane messages to society. However, it is difficult to measure and recognize the
attitude change of Generation Z who accounts for a majority of the audiences, especially
on online platforms. In order to estimate the effects of the shows on Gen Z’s attitude
change and define the factors that could implement for further shows. The study has
been conducted to determine the solutions for this issue.

Based on the research of the elements impacting the attitude change of the previous
studies and the effects of LGBT+ culture in Vietnam, the author had used quantitative
methodology to measure the cultural effects on sexual orientation and media effects, and
the effects of media and sexual orientation on attitude change of Gen Zers. This is a two-
stage model. The research of the study has been surveyed on 200 Gen Zers who watched
the CO show at least once and the results were processed by SPSS 26. Linear regression
has been used to figure out the relationship between the factors.

After being processed, the results indicated that Vietnamese LGBT+ culture has no
impact on sexual orientation, but has a significant influence on media effects. However,
all two factors, media effects, and sexual orientation have a huge influence on the
attitude change of Gen Zers.

Aside from that, the study revealed other useful information, such as the proportion
of target audiences' ages and the gender identification differences among them. Also,
the study came up with some recommendations such as producing sexual orientation
programs to deliver proper information about the third gender or be an LGBT+
representative in the future which are to implement the culture of MCV and contribute
value to society. Figuring out the community value that CO had contributed to change
society is a real meaning of the study.
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TABLE OF CONTENTS

Contents
ACKNOWLEDGEMENTS .......................................................................................... i
ENDORSEMENT ......................................................................................................... ii
EXECUTIVE SUMMARY .......................................................................................... v
TABLE OF CONTENTS ............................................................................................ vi
LIST OF TABLES ....................................................................................................... ix
LIST OF FIGURES ...................................................................................................... x
LIST OF ACRONYMS ............................................................................................... xi
INTRODUCTION ........................................................................................................ 1
1. Internship context ..................................................................................................... 1
1.1 Reason for choosing MCV ................................................................................. 1
1.2 Reason for choosing the topic............................................................................. 1
2. Scopes of study ........................................................................................................ 2
3. Subjects of the study ................................................................................................ 2
4. Method and procedure.............................................................................................. 2
4.1 Data collection .................................................................................................... 2
4.2 Data analysis ....................................................................................................... 2
5. Outline of the study .................................................................................................. 3
6. Limitations of the study ........................................................................................... 3
CHAPTER 1: ABOUT THE MCV CORP AND THE INTERNSHIP POSITION4
1.1 Company Overview ............................................................................................... 4
1.1.1 General Information of MCV .......................................................................... 4
1.1.2 History and development of the company ....................................................... 4
1.1.3 Mission, Vision, and strategies of the company .............................................. 8
1.1.4 Core Value and culture of the company .......................................................... 9
1.1.5 The TV shows of MCV Network .................................................................. 10
1.1.6 Organizational Structure of MCV ................................................................. 15
1.2 Introduction about the internship position ........................................................... 15
1.2.1 About data team in R&D department ............................................................ 15
1.2.2 Job description of a digital marketing intern in the data team (R&D
department). ............................................................................................................ 17
CHAPTER 2: THE EFFECTS OF COME OUT SHOW ON GEN Z
ATTITUDES TOWARDS LGBT+ COMMUNITY ............................................... 19
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2.1 About the Come Out Show .................................................................................. 19

2.1.1 The audience insight ...................................................................................... 19
2.1.2 The message and some significant recognitions of the show ........................ 21
2.2 Literature Review ................................................................................................. 22
2.2.1 Social listening theory ................................................................................... 22
2.2.2 Vietnamese LGBT+ Culture .......................................................................... 23
2.2.3 Media effects.................................................................................................. 23
2.2.4 Sexual orientation .......................................................................................... 24
2.2.5 Attitudes towards LGBT+ ............................................................................. 25
2.3 Research methodology ......................................................................................... 25
2.3.1 Purpose of study ............................................................................................ 25
2.3.2 Subjects of the study ...................................................................................... 26
2.3.3 Scope of the study .......................................................................................... 26
2.3.4 Conceptual framework................................................................................... 26
2.4 Quantitative Method............................................................................................. 26
2.4.1 Data collection ............................................................................................... 26
2.4.2 Data analyzing method .................................................................................. 27
2.4.3 Designed questionnaire .................................................................................. 27
2.5 Result of the study ................................................................................................ 29
2.5.1 Sample description......................................................................................... 29
2.5.2 Reliability analysis: ....................................................................................... 32
2.5.3 Factor analysis - EFA .................................................................................... 33
2.5.4 Linear Regression .......................................................................................... 34
2.6 Conclusion............................................................................................................ 36
CHAPTER 3: RECOMMENDATIONS .................................................................. 38
3.1 The entertainment industry of TV Shows in Vietnam and the opportunities for
MCV ........................................................................................................................... 38
3.1.1 The trend of entertainment programs in Vietnam ......................................... 38
3.1.2 The opportunities for MCV ........................................................................... 39
3.2 The recommendations of producing shows for LGBT+ youth ............................ 40
3.2.1 Having the variety of ages and gender of participants for CO show ............. 40
3.2.2 Producing sexual orientation shows for Gen Zers ......................................... 40
3.2.3 Utilizing the video displays for videos on the Facebook platform. ............... 40
3.3 The proposal for MCV to be an LGBT+ representative ...................................... 41
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3.4 Marketing Strategy for MCV in the next 5 years ................................................ 41

3.4.1 Plans to be the top MCN in Vietnam. ............................................................ 41
3.4.2 Implement more about digital transformation ............................................... 42
3.5 Limitation of the study ......................................................................................... 42
CONCLUSION ........................................................................................................... 44
REFERENCES ........................................................................................................... 45
APPENDIX 1: INTERNSHIP REFLECTIVE JOURNAL ........................................
APPENDIX 2: PLAGIARISM RESULTS ...................................................................
APPENDIX 3: RESEARCH SURVEY FORM ...........................................................
APPENDIX 4: SPSS RESULT ......................................................................................
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LIST OF TABLES

Table 1. 1 - Tasks of a Digital Marketing Intern in R&D department ......................... 17

Table 2. 1 - Question list .............................................................................................. 28

Table 2. 2 - Cronbach’s Alpha ..................................................................................... 32
Table 2. 3 - KMO and Bartlett's Test ........................................................................... 33
Table 2. 4 - Rotated Component Matrix ....................................................................... 33
Table 2. 5 - Adjusted R square of linear regression analysis ....................................... 34
Table 2. 6 - Multiple Linear Regression Analysis (The 1st, 2nd Model) .................... 34
Table 2. 7 - Multiple Linear Regression Analysis (The 3rd Model) ............................ 35
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LIST OF FIGURES

Figure 1. 1 - Organizational Chart ................................................................................ 15

Figure 2. 1 - Percentage of audience age of CO Show on Youtube ............................. 20

Figure 2. 2 - Percentage of audience gender of CO Show on Youtube ....................... 21
Figure 2. 3 - Conceptual framework............................................................................. 26
Figure 2. 4 - Percentage of respondents ages .............................................................. 29
Figure 2. 5 - Percentage of respondents gender ........................................................... 29
Figure 2. 6 - Percentage of respondents gender identity .............................................. 30
Figure 2. 7 - Percentage of respondents sexual orientation .......................................... 31

Figure 3. 1 - Entertainment growth score worldwide in 2019...................................... 38

Figure 3. 2 - The percentage of favorite shows in Vietnam 2020 ................................ 39
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LIST OF ACRONYMS

Acronyms Meaning

BMHH Bạn Muốn Hẹn Hò

CO Come Out

FB Facebook

Gen Z Generation Z

MCND Mẹ Chồng Nàng Dâu

RM Right Manager

VCS Vợ Chồng Son

YT Youtube
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INTRODUCTION
1. Internship context
1.1 Reason for choosing MCV
Digital Marketing is a popular and trending career at the time. It is not only
fashionable due to its popularity and high demand for competent workers, but it is also
one of the most important occupations for business growth in the next years. According
to a report in Datareportal, In January 2021, Vietnam had 68.72 million internet users,
accounting for 70.3% compared to the total Vietnam population. It is a must change
from the traditional marketing method to digital marketing in order to adapt and access
more target audiences.

Besides, the entertainment industry has been improved dramatically, especially for
the COVID-19. During the pandemic, the demand for using the internet and
entertainment on online platforms has increased dramatically. MCV is one of the best
media companies who is always a leading company to create new trends in social media
as well as be a partner of many big companies such as Facebook, Youtube, and TikTok.
As a gen Zer and a person who has a passion for the entertainment industry and
digitalization, I believe that MCV could give me many opportunities to learn more about
this industry and knowledge about digital marketing.

1.2 Reason for choosing the topic

Generation Z was born during a period of tremendous change in Vietnam, which
included an economic boom as well as the emergence of technology and the internet. In
comparison to earlier generations, the new demographic wave was also exposed to
Western and foreign ideals at a younger age. A study by DecisionLab had found that
Generation Z is socially conscious, and they are more inclined to support socially and
ecologically responsible enterprises. Growing up in a digital environment has affected
Generation Z's decision-making process. Because of the various types of media at their
fingertips, many people in this generation's relationship with the online world of
consumer media and products has become hyper-personalized (such as television and
the internet). Media applications may have an impact on leisure spending power, which
can lead to both personal and societal interests.
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In Vietnam, the situation of the LGBT+ community has mostly changed during the
last two decades. Continuous modernization and open-door policies that allowed for
international influences and provided new technology and social interaction
opportunities, particularly the Internet, were major drivers of the change. People's views
toward new "trends" shifted from suspicion to acceptance. Understanding how culture
and values have evolved as a result of modernity, on the other hand, is crucial to
determining how much public views toward traditional values in general, and attitudes
toward LGBT+ issues in particular, have changed. In the last couple of years, there are
many TV shows for LGBT+. It shows equality as well as respect for them to be accepted
in Vietnamese society. I decided to choose the topic in order to analyze how CO show
or media effects that influence society and public perception based on an analysis of
Vietnamese history.

2. Scopes of study
- Subject: Gen Zers are people aged from 16 to 25 years old and have watched
Come Out at least once.
- Timeline: Aug 20th, 2021 to Sep10th, 2021 (20 days)

3. Subjects of the study

- The effects of CO show on Gen Z’s attitude towards LGBT+ community.
- Recommendations for LGBT+ youth shows

4. Method and procedure

4.1 Data collection
The online survey was delivered directly to their private email and messenger
platform on Facebook. Due to the age limit of the research, people from 16 to 25 years
old were chosen as primary surveyees. The Google Forms platform was used to create
the survey containing 16 questions (not including demographics questions).

4.2 Data analysis

The study analysed the data with SPSS 26. Measurement models (to do
confirmatory factor analysis and evaluate the reliability and validity of items and
constructs) and linear regression (to predict the value of a variable based on the value of
 3

another variable) were employed in a two-step model.

5. Outline of the study

Chapter 1: Overview of MCV Corporation
Chapter 2: The analysis of the effects of Come Out show on Gen Z’s attitudes towards
LGBT+ community
Chapter 3: Recommendations for LGBT+ youth in the future
Conclusion

6. Limitations of the study

Due to the study's time constraint, only 200 people responded, which is still a tiny
amount when compared to a large number of target consumers in the media business. It
may not provide an overview and additional perspectives from a wide range of
audiences. Furthermore, the age range of survey participants is insufficient to make the
results more effective.
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CHAPTER 1: ABOUT THE MCV CORP AND THE INTERNSHIP POSITION

1.1 Company Overview
1.1.1 General Information of MCV
Name of the company: MAC VIETNAM Media Advertising Development Joint
Stock Company (MCV)
The headquarters address: The 16th floor - TNR Building, 54A Nguyen Chi Thanh
St, Lang Thuong Ward, Dong Da District, Ha Noi City, Vietnam
Tax Identification Number: 0102 154 249
Representative: Mr. Phạm Từ Liêm

1.1.2 History and development of the company

1.1.2.1 History of MCV Corporation
Being known as one of the leading content producers in Vietnam on Television and
Digital, MCV always tries to bring great experiences for people by owning an enormous
amount of content since 2007. We create, produce, publish, and optimize content for all
channels, including television and digital. Through the time, MCV is proud of being a
partner for Vietnamese households to have the best entertaining time. Recently, MCV
provide content and build up multi-channel systems across platform from television,
social media, VOD to radio and telco.

By the end of the 90s, an advertising agency, MAC&CINQ originated in Japan and
MIRAI VIETNAM conducted a survey and marketing research in Vietnam. After
Vietnam accessed the WTO and became an official member by the end of 2006, the
corporation realized the possibility of increasing the advertising and communication
 5

industry in Vietnam. On January 30th, 2007, the creation of MAC VIETNAM Media
Advertising Development Joint Stock Company (MCV) was pushed by MAC & CINQ,
MIRAI VIETNAM, and its partner SANNGHIA CORP. MCV was established and
began operation until now

Over 15 years, MCV always tries to learn and improve our creativity to produce
quality shows as much as possible. Our work has been recognized by publishers and the
crowd who have interests in television content production, providing advertising
packages and communication.

1.1.2.2 The cooperation between MCV and the official broadcasts

In the very first days, as a content production company, our partners were mainly
the official television channels such as HTV7, HTV9, VTV8, LA34, THTG, etc. There
were some top-rated reality shows such as “Lữ khách 24h” or “Love bus: Hành Trình
Kết Nối Trái Tim” and these shows have been produced until these days. At the time,
MCV mainly produced content and films for big broadcasts in Vietnam.

(Source: data team, 2021)

1.1.2.3 The cooperation between MCV and the digital partners

With the development of the entertainment industry and the shifting from a
traditional entertainment industry into a digital one, the audiences are currently getting
used to many TV programs such as reality shows or talk shows on online platforms.
Besides being a content producer at the very beginning, we are expanding into
entertaining content distributors and monetizer on all platforms from TV, digital to
 6

events and activations.

Some of our potentially strategic partners are Youtube, Facebook, TikTok,

DailyMotion, CGV, and so on. Together we are creating, changing the entertainment
industry, and serving our audiences.

(Source: data team, 2021)

MCV is a renowned official strategic partner of today's top social networking

sites in general. The firm has seen tremendous growth and produced excellent results.
According to the lasted report on Aug 2021, there are 50M subscribers on Youtube, 75M
followers on Facebook and about 210M followers on TikTok across total pages of MCV.
In regards to the Youtube platform, MCV Media - the official channel of MCV, which
was established in May 2013, has gained 3.39 million subscribers with 3.270.134.405
 7

views for 12663 videos. (according to the public official statistics on Aug 31th 2021 on
MCV Media’s Youtube Channel).

(Source: data team, 2021)

1.1.2.4 The cooperation between MCV and the brands.

CONTENT PROGRAM COMMUNICATI

CREATIONS SPONSORSHIP ON PLANNING

SOCIAL MEDIA MESSAGE BRAND

MANAGEMENT VIDEOS FOR AWARENESS
BRANDS

Besides our work, there is one of our core strategic businesses which is called
“Partnership with business”. That means MCV will work with other media agencies to
create the advertising campaign for the brands with a diversity of advertising packages,
the company offers the best services for not only organic audiences but also the big
brands.
 8

With the advantage as a content producer, MCV is confident to create trending and
catchy content in order to deliver messages to customers effectively. Also, clients could
benefit from our shows to be a program sponsorship which is one of the most common
methods that most brands use in the Vietnam market. Based on the potential amount of
audiences that we own, this could be considered as an effective advertising way. Next,
we are having an acknowledged communication team with many outstanding plans that
help the brand to communicate more effectively with the customers. Together with the
communication team, the social and data team play important roles in managing social
media such as digital marketing. Besides being a content creator, program production is
our core business activity. MCV offers the best services for brands from small
advertising campaigns to have significant brand awareness.

MCV GROUP also creates content, arranges events and music performances, and
implements E-commerce (Love Shopping). MCV secured distribution contracts with the
biggest publishers and organizations in Vietnam, Asia, and around the globe with a total
combined audience power of over 12 million users monthly.

(Source: data team, 2021)

1.1.3 Mission, Vision, and strategies of the company

1.1.3.1 Mission of MCV Corporation
"From heart to heart" is how MCV Group has gone, is going, and will continue to
produce material that not only meets the entertainment demands of the public but also
gives individuals hope and a sense of direction in life. MCV always disseminates value
humane messages to society.
 9

As a content producer, MCV has produced many shows which have an expression
of humanity. These topics do not have many producers to distribute. However, MCV
recognizes the importance of spreading love and care for all people. Everyone desires
to be loved so MCV could be seen as a pioneer in this field. These shows are about
LGBT community such as Come Out, Real Life and so on that received much
complement and support from the audiences. It marked a new chapter for MCV recently.

1.1.3.2 Vision of MCV Corporation

About the vision of the company, MCV Group will continue to impart humanistic
sensibility to millions of people around the world, not only as of the premier content
generator.. With the aim of bringing positive values to society, our scope is to work and
deliver bright value for everybody. KINDNESS AND DEDICATION are always the
starting points for MCV's journey into people's hearts.

1.1.3.3 Strategies of MCV Corporation

Our strategy is “Creating the different values based on our own advantage”. This
means MCV encourages people to create the difference, think of new ideas in order to
figure out the method to acquire the target or the problem solving. The company inspires
people to develop in different ways and access new things but to our own advantage.

1.1.4 Core Value and culture of the company

1.1.4.1 Our core value
At MCV, everyone has to understand, remain and implement the core value
“Efficiency - Professionalism”. With a slogan “MCV welcomes all your ideas and
appreciates all your failures. There is no fault to be discriminated against except for your
fear of failing it. All our efforts are to build a more developed and happier society”.
MCV is not just a name or a title of the company. However, it also stands for our value
that the company would love to make it more efficient.

Firstly, M is “Modern”. MCV Group's modernism consists of never being

"outdated", but rather of continually foreseeing and predicting trends, updating and
altering to adapt. Everyone at MCV Group understands that being satisfied with the
present is a step backward, therefore we strive to improve today over yesterday. By
owning a huge amount of young talents and absorbing new ideas continuously, MCV is
 10

branding itself as a young and trendy company.

Next, C is “Creative”. At MCV Group, there are no limitations to innovation. Any

fresh ideas are welcomed and realized, and we all work together to correct any faults. It
is totally rational to the modern one. To have the best inspiring mind for everybody,
MCV always encourages new talents from any department to have the best inspiring
environment. From these points, there are gradually more and more quality products to
serve for our audiences.

Finally, V is “Virtuous”. MCV always starts the journey to the hearts through
kindness and dedication. MCV Group's success is guided by its values of kindness and
diligence. Every activity in a person's job and goods is constantly connected with his or
her moral measure at MCV Group. The delicious scent of success that MCV Group
aspires to is the fruit of ethical foundations. This is proved by our humane shows that
have been recognized by many people.

Besides, each color in the logo represents a specific meaning. In particular, red is
about love, dedication and enthusiasm. Green represents simplicity, honesty just like a
natural environment, and blue is a color of the sky or the ocean representing generosity.

1.1.4.2 Our culture

Throughout the shows and the messages that MCV has been delivering to society.
The culture of our company is all about love and virtuous. We prioritize humane values
and want to spread positive values to society.

At work, people in MCV work with solidarity, always eager to learn and adapt in
a challenging environment. People are encouraged to be creative and implement the core
values of the organization.

1.1.5 The TV shows of MCV Network

1.1.5.1 The popular shows throughout the time and general performance
As being one of Asia’s biggest creators and producers of multimedia content, MCV
started with the show “Kế hoạch gia đình hạnh phúc” in 2007. It marked a significant
milestone for MCV with Vietnamese audiences. From there, more than 150 programs
have been made and released to reach millions of people in Vietnam and throughout the
world.
 11

1.1.5.1.1 “Love Bus - Hành trình kết nối trái tim”

In 2008, there was a popular show that helped the audiences know a little more
about MCV besides some common content producers at the time such as Đông Tây
Promotion. “Love Bus - Hành trình kết nối trái tim” was a reality show that was
produced by the cooperation of Ho Chi Minh television and MCV Corporation. It is
based on the franchises of Ainori and Fuji TV (Japan). The aim of this show is for
participants to find out their love through a journey on the bus. The show started the first
episode in December 2008 on HTV7. Together with opening a new chapter for MCV,
“Love Bus” had been given many compliments as well as creating a new trend for the
contemporary youth. After 8 seasons, “Love bus” ended up with 407 episodes and
became one of the best reality shows of MCV for Vietnam audiences.

1.1.5.1.2 “Vợ Chồng Son”

“Vợ Chồng Son'' is a reality talk show that was introduced and shown for the first
time in 2013. This program is made based on a famous format of Asashi television
(Japan), which has been famous for over 40 years, becoming a top-rated television series
in Japan. With a length of 30 minutes for each episode, this show is for newly wed
couples under 5 years and also a rare show for married couples in Vietnam. In the show,
our participants will have time to share about their marriage life from the very first days.
The couple will tell all of the stories in a comfortable and honest manner about their
experiences.

After 8 years, VCS has achieved huge success in the Vietnam market. According
to the statistics on Social Blade, VCS 'official channel with 731 uploaded videos has
gained 203,572,989 views along with over 684,000 subscribers. Also, there are
1,730,213 people following VCS Facebook fan page and this number is still increasing
every day. (the data is recorded on Aug 31th, 2021)

1.1.5.1.3 “Bạn Muốn Hẹn Hò - Wanna date?”

“Bạn muốn hẹn hò” with the English name “Wanna Date?” is a show that is
produced by HTV and MCV Corporation. As a dating show, BMHH is created to act as
a go-between for people who desire to find their true love. The show was introduced in
the same year as the VCS show. The first episode was on air on November 7th, 2013.
By adopting the format from Japan Television, BMHH Vietnam edition has some
 12

changes to be more suitable with Vietnamese households. In terms of the show's

structure, each episode will feature two distinct couples, each having two boys and two
girls. They will be seated in two separate rooms separated only by a curtain. Participants
will share their hobbies, lifestyle, and ideal image. By pushing the buttons, they will be
able to determine whether or not to date with the help of the MCs and the crowd on
stage. This show helps many people to find love and receives many interests from the
audience. In the 23th “Mai Vàng Award” in 2017, the show won the first prize for a
television show. Also, Ms Cát Tường, who was the MC for the show at this time, won
the first prize in the MC of the year category.

Since its debut in 2013, BMHH has produced over 500 episodes and continues to
be popular. There are many stories being viral from this show. The BMHH Youtube
channel which was created on Sep 16th, 2014 has reached more than 1,43 million
subscribers at the time. About 1,485 uploaded videos have achieved 412,041,538 views
- it is the report of Social Blade on Sep 1st, 2021. The number of people following
BMHH fan page on Facebook until Aug 31th 2021 is 2,523,939. All of these prove how
BMHH popularizes and becomes a top-rated show of MCV. After six years, BMHH has
matched 1500 couples and continues on its mission to bring these lonely hearts together.

1.1.5.1.4 “Mẹ chồng nàng dâu”

From 2017, there were many shows published and introduced to the audiences.
“Mẹ Chồng Nàng Dâu” was initially shown this year and garnered a lot of positive
feedback from the audience until now. MCND was built as a talk show for daughter-in-
law or son-in-law and her/his parents-in-law. During the show, they will share stories
about life after marriage or their first impressions of each other. Still, anything that they
don’t dare to confess. With the leading of a famous MC - Quyền Linh, and Lê Lộc, the
program is not only about humour and honest stories about the relationship between
mother and daughter-in-law, but also about promoting humanitarian messages about
family love. Hence, it contributes to the eradication of stereotypes in Vietnamese
society. After 3 years, the program currently has some special episodes for LGBT
community to share about the post married life as well as the feelings of the parents.

According to the public statistics on MCV Media Youtube Channel, BMHH

playlist with 240 videos has received 558,254 views and there are 1,425,310 people
 13

following the BMHH fan page on Facebook. (the data is recorded on Aug 31th, 2021)

1.1.5.1.5 “Come Out - Step into the light”

Being a pioneer in producing shows to support the LGBT community, MCV is
well-known for the show “Come Out - Step into the light”. This program was great
popularity with Vietnamese audiences right away, and it was a huge success from the
very first days. CO is a reality talk show which is produced for LGBT community. The
first episode was from 2018 and for 3 years it is still one of the fans’ favorite shows of
MCV. With the help of hosts Lâm Khánh Chi and Minh Tuân, MCV wants to deliver
positive messages and the voice of LGBT community to the crowd. Come Out was
nominated as TV Show Of The Year at the 6th LGBTI+ Vietnam Award. In 2019, CO
Foreigner was introduced and received much interest from the audiences also. In the
show, the participants will share their stories from happy to difficult periods and
gradually there are more people embracing and welcoming people in LGBT community.
The final goal of the production team is to contribute to the eradication of stereotypes
in LGBT communication and society. Also, it is a place for people who are still afraid
to confront society, confess and come out to their parents.

Besides, there are some other shows for LGBT community that MCV produces as
follow:
- Real life
- Bí Mật Hạnh Phúc
- Come Out Foreigner
- Bí Mật Cầu Vồng
- Love Wins - Vì Yêu Mà Cưới

Over the 3 year period, CO has gained much success not only from the audiences
but also in the reported data. CO Youtube channel established on Feb 17th, 2018 has
received over 295,000 subscribers along with 89,051,004 views for 891 videos. On CO
Facebook fan page, there are 539,580 followers until Sep 2th, 2021.

1.1.5.2 MCV Network

MCV Network is not only a strategic partner of MCV Corporation, but also a digital
publisher of reality shows, discussion shows, and game shows through its fan pages and
 14

Youtube channels. MCV also distributes and publishes content from other producers, as
well as offering commercial exploitation and big data business tactics.

MCV Network owns over 200 fan pages and hundreds of Youtube channels in order
to upload a huge source of diverse content such as married life, love, family, gender
identity, social life and so on. Our target is to offer unique, interesting and humane
programs to the viewers.

In terms of the Youtube platform, MCV has been cooperating with over 400
partners in Vietnam and overseas. Besides, MCV Media channel had marked over 3
millions subscribers in December 2020. In terms of TikTok platform, according to the
latest report in July 2021, MCV has gained 10 billion views with 210 million followers
of over 400 partners.
 15

1.1.6 Organizational Structure of MCV

1.1.6.1 Organizational chart
MCV is formed and operated with a professional orientation and high expertise as
one of Vietnam's largest communication and entertainment companies. In order to
collaborate and distribute duties efficiently, the organization structure of an
entertainment firm is highly strategic and complicated, with different functional
divisions.

Figure 1. 1 - Organizational Chart

(Source: HR department, 2021)

1.2 Introduction about the internship position

1.2.1 About data team in R&D department
With the development of technology and the internet, audiences are now shifting
from traditional entertainment to digital one. People are currently using many social
media platforms such as Facebook, Youtube, and TikTok. These platforms have
millions of active users and still increase every day. The social media platform is an
ideal place for content creators to interact with the target audience. Also, the creators
can earn from these platforms using their own content which is suitable for each
platform. MCV collaborates with a number of external partners, in addition to
leveraging our own material, to assist them to establish their own channel and develop
 16

the proper strategy.

In order to invest more in MCV Network, which has recently been identified as a
fundamental strategy of MCV, the data team will have primary responsibility for
developing an exact strategy and a development plan for our network. In particular, there
are four main functions in the data team.

1. Reporting data on digital platforms: we take into account the reporting of

daily, weekly, monthly and annual data in digital platforms about our pages and
channels. Furthermore, the data team is in charge of analyzing data, monitoring,
and reporting on the effectiveness of campaigns or strategies.
2. Administrative responsibilities: the data team will have full administrative
rights of MCV Network on Youtube, Facebook and TikTok platform. We will
take the main responsibilities to manage or to add people into the channels such
as editors or moderators. Besides, we have to catch up with the latest updating
changes in these platforms as well as deal with the technical problems.
3. Registering copyrights for internal and external videos: Facebook will allow
content creators to earn money only if they are their own products. Therefore, we
have to register a copyright for videos in order to ensure the transparency of our
page as well as protect our products from other people.
4. Building plans and strategies for new contents: by owning the audience insight
from the social media platform, we help to provide and build up new strategies
for our partners and our internal channel so that they could reach more target
audience and improve the performance.
 17

1.2.2 Job description of a digital marketing intern in the data team (R&D
department).
During the internship period, I work as a digital marketing intern in the data team
and take main responsibility in the copyright function. My tasks are as below:

Table 1. 1 - Tasks of a Digital Marketing Intern in R&D department

Tasks Detail
Registering copyright Recognizing which types of videos can or cannot register
copyright.

Using creator studio on Facebook platform and RM

functions to register copyright for videos of Youtube and
TikTok partners and internal TikTok channel.

Resolve conflicts for registered videos.

Resolving disputes for Considering and resolving the disputes of matching videos.
matching videos

Ad-hoc task Taking note of the result of A/B testing for videos on
fanpage.

Editing the caption for the main fanpage such as BMHH.

About copyright function:

Data team will manage all copyright of internal and external sources of videos
except Youtube in MCV Network. As part of MCV Network's new approach, three
primary groups are dispersed throughout social media platforms. The first group is
Youtube and TikTok partners. Besides being a content producer, MCV also has
cooperated with potential content producers on social media platforms such as Youtube
and TikTok. The KOL group is about famous artists in Vietnam such as Lương Bích
Hữu singer, MC Quyền Linh, MC Nguyên Khang, etc. The last type is internal material,
which is used to distribute MCV programs' internal content for use on social media.

We now use YouTube and TikTok videos to publish on Facebook. It not only
increases virality by reaching out to specific groups, but also increases revenue on the
Facebook network. This is why the small and medium content creators should join in
MCV Network. We have some advantages which are more suitable for partners to grow
 18

faster and protect their products. Because Facebook values intellectual property, content
providers must utilize their own goods in order to monetize on the platform. As a
strategic partner of Youtube, MCV is provided with seven pro gates in Creator Studio.
There are more functions that help for the MCV page to work on Creator Studio. The
copyright function will manage RM tabs on Creator Studio. We have to register a
copyright for our videos to claim ownership and ensure transparency for our pages to
work smoothly.

Conclusion of Chapter 1:
Chapter 1 includes all information of MCV from the very first days, the history and the
development until now. Besides, chapter 1 provides necessary information about the
popular shows and some recognitions of them. Furthermore, the job description had
been mentioned as a Digital Marketing Intern at R&D department at MCV.
 19

CHAPTER 2: THE EFFECTS OF COME OUT SHOW ON GEN Z

ATTITUDES TOWARDS LGBT+ COMMUNITY
2.1 About the Come Out Show
In the last couple of years, the LGBT+ population in Vietnam has been
acknowledged and embraced with a more open and friendly attitude by the general
public. However, there are currently few shows for LGBT+ people or guests from the
LGBT+ community. This is a topic that should be deemed appealing and humane to
serve to Vietnamese viewers.

In the last 3 years, there are some of the first TV programs that gradually distribute
about LGBT+ community in order to give another perspective about the third gender.
These shows are mostly about the lives and experiences of LGBT+ in modern society,
and they have received a lot of positive feedback from viewers. It has been demonstrated
that the meaning and messages of these programs desire to spread across society and
help to build a better community. Furthermore, these events provide a place for
individuals to confess and discuss about their lives, including the challenges they
experience with their families and preconceptions, as well as a place for them to come
out with their parents.

In 2018, Come Out premiered for the first time and was one of the earliest MCV
talk shows for LGBT+ individuals at the time. “Come Out - Step into the Light'' has
been a standout show in the LGBT+ community till now. The show's concept is a cozy
conversation between the MCs and the participants (single or in a pair), with the goal of
sharing the stories of people dealing with their families and the struggle to be recognized
as their true gender. Each episode will feature a guest who will gather with family or
friends to talk and confide in their lives, the challenges they have faced, and the joy they
have found after revealing their gender identity (gender). In order to appeal to viewers,
the production team has invested heavily in innovative and diverse formats for the show.

Over 140 episodes had been published and received much complement and support
from the audience. The international version of Come Out - Step Into the Light, directed
by MC Minh Tuan and Alushka, premiered on August 16, 2019.

2.1.1 The audience insight

Unlike other shows, Come Out has been broadcast on the MCV Media channel on
 20

the Youtube platform since its inception. Due to the development of technology and the
habit of using social media of our target audience, Youtube has been chosen as the main
channel of the show. Since MCV aims to develop specific shows for LGBT+ people
who are still young, deserve to be recognized and contribute their talents to society, our
target audience is Millenials and Gen Z. Furthermore, MCV demands to change the
stereotypes about the LGBT+ people, Come Out has been embraced by a wide range of
age. There are statistics about the age of the audience on the “Come Out - Step into the
light” Youtube channel as below.

Figure 2. 1 - Percentage of audience age of CO Show on Youtube

(Source: Data team, Sep 14th, 2021)

The data above reveals that 45.4 percent of viewers are between the ages of 25 and
34, indicating that millennials make up the majority of participants. There is no
particular age data available due to the participants' privacy. Millennials, or Generation
Y, are clearly more willing to engage in LGBT+ performances than Generation Z. It is;
however, people from 18 - 24 years old (Gen Z) are the second most viewers of the show
with 37.3%. Also, the graph demonstrates that CO is interested in persons of all ages.
Still, there are few LGBT+ youth shows in Vietnam.

Next, gender should be considered as the main point of the show. The data about
the gender of viewers following:
 21

Figure 2. 2 - Percentage of audience gender of CO Show on Youtube

(Source: Data team, Sep 14th, 2021)

The diagram shows that two-thirds of the audience is female. Participants;

however, are mainly male. Therefore, there is no variety of players in terms of gender.

2.1.2 The message and some significant recognitions of the show

Ms. Duong Thi Van Anh, MCV Corp.'s communication director stated that MCV
regards gays and LGBT+ individuals in general as normal audiences. Their lives are
additionally clouded by the fact that society has yet to accept them as ordinary
individuals. MCV created the program so that they may relate their stories to the public
in order for them to be better understood, for them to be seen as equals to non-LGBT+
individuals.

Director Thai Phin Tung shared the following information on the implementation
of LGBT+-related programs: "MCV would want to provide a place for people while
executing humanities programs specific to the LGBT+ community. Members of the
community gather to discuss their real-life experiences and worries, as well as their own
aspiring journeys from there, in order to inspire, believe and have a more optimistic
outlook on themselves. individuals from all over the world and from all walks of life to
work together to create a more civilized community and society. Furthermore, we
believe that persons in the LGBT+ community will have a progressive attitude, make
more attempts in life and at work, and be confident in their gender if their stories are
shared and encouraged by the audience. Our ultimate objective is to contribute to the
 22

elimination of prejudice against LGBT+ persons and society as a whole."

According to Nguyen Trung Thuc, MCV Group's media representative, programs

about the LGBT+ community always clearly identify people who belong to this
community as not "racing" or "pretending" to demonstrate the style, but as real stories
from which to encourage each other to live well, live happily, and live usefully.

Lam Khanh Chi, the host of Come Out, stated the following: "In today's world,
puberty-aged children are exposed to sensitive themes and images in-game programs
about community. Because their parents introduce them to technological gadgets at a
young age, the LGBT+ community is typical. As a result, producers must pick guests
who can provide the necessary knowledge and information to enable viewers – the
majority of whom are young people – to understand the LGBT+ community."

People in the LGBT+ community, we believe, will have a progressive spirit, make
more efforts in life, and, above all, be confident in their gender, contributing to the
elimination of stereotypes from society, if their stories are shared and sympathized by
the audience.

Recognition:
At the 6th LGBT+ Vietnam Ton Vinh Awards, the show was nominated for TV Show
Of The Year.

2.2 Literature Review

2.2.1 Social listening theory
Bandura claimed in 1977 that an individual may alter their conduct without having
to practice it first if they observe and mimic the behavior of others. Furthermore, an
individual's conduct might be influenced if it sees someone else being penalized or
rewarded for their actions. Vicarious reinforcement is the term for this. When conduct
is rewarded, the observer is more likely to repeat it, but when behavior is penalized, the
observer is less likely to repeat it. This idea may be used in visual media and the
modification of behavior and attitudes, according to Yilmaz, Yilmaz, and Demi-Yilmaz
(2019). As a result, when viewing a scenario from a TV show, the viewer may adopt the
conduct of the characters, particularly if they are rewarded. This was also demonstrated
in a study of RuPaul's Drag Race and how viewers' opinions toward the LGBTQ+
 23

community altered as a result of the show's depiction (Villarreal, Garca, & Fernández,
2017). According to the social learning theory, viewers' homophobic views are reduced
as a result of watching the show and learning by witnessing (Villarreal, Garca, &
Fernández, 2017).

2.2.2 Vietnamese LGBT+ Culture

According to Yen Hoang Ha, 2013, the LGBT+ community and concerns linked to
it were first discussed in public in Vietnam in 1992, and they are relatively new to the
traditional Vietnamese society as it undergoes modernity. Despite the fact that the labels
LGBT+ and queer have just lately entered Vietnamese academia and study, the notion
of homosexuality or transgender is well-known among the Vietnamese people; several
historical examples are well-known and utilized in everyday life. Many histories of
Vietnamese dynasties have been produced, with broad information on the royal family
members. King Khai Dinh is discussed in Tôn Thất Bình's book Kể Chuyện về các vua
Nguyễn (Stories of Kings of the Nguyen Dynasty), published by Thuan Hoa publishing
company in 1993. According to the author, King Khai Dinh had homosexual desires.
Despite having 12 wives, King Khai Dinh of the Nguyen dynasty, who ruled for ten
years from 1916 to 1925, favored males above females, according to Ton (1993). There
appear to be a few more examples from the time when royal families still existed to
show that Vietnamese society and history were aware of homosexuality and transgender
issues. Vietnamese society, for example, is familiar with the term "Ái Nam, Ái Nữ"
which signifies "half man, half woman." This phrase mostly refers to transgender people
as a description of their biological sex and their non-unifying identity. (Yen Hoang Ha,
2013)

2.2.3 Media effects

Adolescents use media for a number of purposes, including copying, identity
construction, and enjoyment (Arnett, 2005). Because television is the most popular
medium among teens (Callejo, 2013), it's critical to understand how a televised world
that favors male and heterosexual characters disproportionately influences adolescents'
growing identities and gender roles (APA Task Force on the Sexualization of Girls,
2007; Signorielli, 2001; Strasburger, 2012). Television, radio, newspapers, and other
forms of media play an important role in distributing information and enabling
 24

communication. Understanding how the media operates may have an impact on both the
promotion of potentially dangerous conduct (as in advertising) and health education
(such as encouraging abstinence or risky behavior moderation) (Griffiths, 2009). For
starters, boosting openly homosexual people's visibility on television, in movies, and in
the news exposes audiences to LGBTQ individuals and can lead to positive attitude
change. This is predicated on the idea that exposure to social outcasts reduces bias
toward them (Pettigrew and Tropp 2006). Importantly, both media exposure and
parasocial contact (Schiappa, Gregg, and Hewes 2005) can positively influence opinions
(Garretson 2015, Jones et al. 2018, Schiappa, Gregg, and Hewes 2006). Two television
shows, Queer as Folk and Will and Grace, have been cited as examples of LGBTQ
representation that have aided in shifting the tide in favor of pro-LGBT+ views in the
United States (Gross 2001). Transgender and non-white LGBTQ characters are featured
prominently in shows like Pose, Empire, and Sense 8.

2.2.4 Sexual orientation

A persistent pattern of romantic or sexual attraction (or a combination of these) to
persons of the opposite sex or gender, the same sex or gender, both sexes, or more than
one gender is referred to as sexual orientation. Asexuality (the lack of sexual attraction
to others) is listed as a fourth category.

Individuals who are heterosexual were contrasted to sexual minorities. When

compared to heterosexuals' reports, sexual minorities perceived greater gender-related
similarities to their favorite TV characters, but fewer sexual orientation-related
similarities. Sexual minorities said stereotypes bothered them more when watching
television. Sexual minorities reported being more directly influenced by stereotypes
about women and girls, as well as sexual minorities, than heterosexuals. Finally, sexual
minorities believe that sexism and homophobia should be addressed more frequently in
the media than heterosexuals. Linda Charmaraman, Amanda Richer, Brianna Ruffin,
Budnampet Ramanudom, and Katie Madsen (Linda Charmaraman, Amanda Richer,
Brianna Ruffin, Budnampet Ramanudom, and Katie Madsen, 2017).
 25

2.2.5 Attitudes towards LGBT+

According to studies, individual attitudes have been related to the rejection of
bisexual individuals as well as other minority groups (Hatzenbuehler, Birkett, Van
Wagenen & Meyer, 2014; Keating & Muller, 2020; Meyer, 2013). A judgment or
inclination towards something or someone might be defined as a positive or negative
attitude (Allport, 1935). A judgment or inclination towards something or someone might
be defined as a positive or negative attitude (Allport, 1935). Even if it can vary, an
individual's attitude has the qualities of being stable and enduring through time, and it
can influence their behavior and actions (Colman, 2009). (Allport, 1935). Awareness
and positive attitudes about the LGBTQ+ community are critical because they are
thought to assist people in defining themselves, reducing prejudices, and improving the
quality of life for LGBTQ+ persons (Rohde-Abuba, Vennmann & Zimenkova, 2019;
McCormack, 2013).

Attitudes about LGBTQ+ individuals, particularly bisexual people, vary depending

on their upbringing, gender, age, and sexual orientation (Jäckle & Wenzelburger, 2014;
Brassel & Anderson, 2019; Kowalski & Scheitle, 2019). Biphobia exists nowadays, not
just among heterosexuals, but also among gays and lesbians (London-Terry, n.d.;
Mitchell, Davis, & Galupo, 2014). These negative viewpoints might be the consequence
of a lack of awareness, which has resulted in the formation of prejudices (Norton &
Herek, 2012; Cumming-Potvin & Martino, 2018). As a result, more information is
needed to enable bisexual persons to participate in society without encountering
sexuality-related difficulties (Rohde-Abuba, Vennmann, & Zimenkova, 2019).

2.3 Research methodology

2.3.1 Purpose of study
The study aims to examine the connection between media impacts and attitude
change among Gen Z towards LGBT+ people through a humanitarian message of the
CO show. It also analyzes how LGBT+ culture has influenced modern Vietnamese
sexual orientation stereotypes, and makes recommendations for producing shows for
Vietnamese LGBT+ adolescents.
 26

2.3.2 Subjects of the study

- The effects of CO show on Gen Z’s attitude towards LGBT+ community.
- Recommendations for LGBT+ youth shows

2.3.3 Scope of the study

The study's universe includes participants from Generation Z in HCMC who watch
CO on a regular basis or have seen the show at least once.

2.3.4 Conceptual framework

A conceptual framework for the study has been developed on two research stages
based on the aforementioned factors and the implementation of earlier studies. The
impact of LGBT+ culture in Vietnam on people's perceptions of sexual orientation and
their decision to watch LGBT+ programs is the first step. The second is the impact of
the CO program on altering Gen Z's perceptions of the LGBT+ community.

Figure 2. 3 - Conceptual framework

Media Effects

Vietnamese
Attitudes
LGBT+Culture

Sexual Orientation

The model was created by adopting and adjusting from public perceptions on
LGBT issues in modern Vietnam (Yen Hoang Ha, 2013) and The presentation of
bisexual characters in TV shows and how it affects the viewer’s attitude change toward
bisexuals (Johanna Bärthlein, 2020).

2.4 Quantitative Method

2.4.1 Data collection
This study uses the quantitative research method and a descriptive approach
throughout the scale design phase. The study used a random sample of individuals who
had seen CO at least once on Youtube platform and those who had followed the CO
Facebook fan page, together with Facebook groups for Gen Z and university students.
 27

The online survey was delivered directly to their private email and messenger platform
on Facebook from Aug 20th, 2021 to Sep 10th, 2021. Due to the age limit of the
research, people from 16 to 25 years old were chosen as primary surveyees. The Google
Forms platform was used to create the survey containing 16 questions (not including
demographics questions). After 20 days, the survey had received 200 valid responses.
The information was then organized into tables and graphs for additional analysis and
conclusions.

2.4.2 Data analyzing method

Following the collection of primary data, the data is analyzed in accordance with
the goals of the thesis. As previously stated, the primary data was obtained via an online
survey, prompting the decision to compile all of the data into an Excel file for analysis
reasons. The study analysed the data with SPSS 26. Measurement models (to do
confirmatory factor analysis and evaluate the reliability and validity of items and
constructs) and linear regression (to predict the value of a variable based on the value of
another variable) were employed in a two-step model.

2.4.3 Designed questionnaire

There are two main sections in the survey. The first one is about demographic
information including age, gender, gender identity, sexual orientation and the general
questions about CO show. The second consists of 16 questions and all questions were
measured on a 5‐point Likert scale showing level of agreement, where 1 represents
strongly disagree and 5 represents strongly agree.
 28

Table 2. 1 - Question list

Variables Items

C1: I am open to people in LGBT+ community

Vietnamese C2: It is not weird to see LGBT+ people express their love for the
LGBT+ culture same sex.
C3: I consider LGBT+ community to be normal in Vietnam.

M1: After watching CO, I believe that LGBT+ community is just

the norm.
Media Effects M2: CO gave me another view on LGBT+ community.
M3: I just watched this show for entertainment.
M4: CO gave me more information about the third gender.

S1: CO helped me figure out where I fit

S2: CO gave me a chance to share my story.
Sexual S3: CO helped me answer the question about myself
Orientation S4: I reflect on myself after watching CO.
S5: I acknowledge more after watching CO show about LGBT+
community.

A1: I will support if my family members come out.

A2: The show made me feel loved
Attitudes A3: I followed LGBT+ celebrities who have a huge influence on
the community.
A4: CO made me feel connected with LGBT+ people.
 29

2.5 Result of the study

2.5.1 Sample description
2.5.1.1 Demographics
Figure 2. 4 - Percentage of respondents ages

(Source: data collected, 2021)

The chart above shows the percentage of people conducting the survey among 200
people. Due to the purpose of this study, the survey was sent to people considered as
Gen Z to find out the findings for the research. It is shown that there is a wide range of
ages from 16 years old to 25 years old. People who are 22 years old account for 20% of
the respondents and were the most popular age in the survey.

Figure 2. 5 - Percentage of respondents gender

(Source: data collected, 2021)

 30

The gender pie chart shows that nearly two thirds of people taking the surveys and
expressing their interest in the show were women. Together with the people watching
and consuming the show on Youtube, it is believed that CO has received the highest
concern from female audiences. It is one of the main points to take into consideration
for LGBT+ shows in the future. Also, the percentage of male audiences surveyed is
37.23%, same as the performance of the gender audiences insight in Youtube of CO
show.

Figure 2. 6 - Percentage of respondents gender identity

(Source: data collected, 2021)

Before answering this question, respondents were given information on gender

identity. Furthermore, the majority of Gen Zers acknowledge that definition. Gender
identification refers to one's personal view of one's own gender. A person's gender
identity might be the same as or different from their birth sex. While a person's actions,
attitudes, and appearance may be consistent with a certain gender role, they may not
always reflect their gender identity. In 1964, Robert J. Stoller coined the concept "gender
identity." The line chart shows that over 70% of respondents are cisgender. It means that
their gender identity is the same as their sex birth or biological sex. The percentage of
people who recognized them as transgender accounts for about 20.7% and a minority of
respondents chose not to mention their gender identity. Transgender is to change their
gender as well as their appearance to male/female that differs from their biological sex
and genderqueer refers to people who have a queer or non-normative gender experience.
 31

Figure 2. 7 - Percentage of respondents sexual orientation

(Source: data collected, 2021)

Similar to the gender identity section, the definition of sexual orientation had been
explained above the question for surveyees to have the answer. However, Gen Zers are
quite familiar with these terms and they can define themselves exactly. Firstly, an
asexual is an individual who does not have any feeling about love towards other people
or they do not want to be in any relationship, and there are not too many people who
choose this in the survey. Next, people who are bisexual have feelings for both men and
women. There are 5% of respondents choosing bisexual same as pansexual. However,
pansexual is that people fall in love with other people. It starts from their deep feelings
for the partners. It could be men, women, transgender, and so on. In this survey,
Heterosexual or straight and gay/lesbian are chosen most with 45% and 30%,
respectively. About 15% of people prefer not to say in the study.
 32

2.5.2 Reliability analysis:

Table 2. 2 - Cronbach’s Alpha

Factor No. of items before No. of items after Cronbach’s Alpha

running analysis running analysis

Vietnamese 3 3 0.845
LGBT+ culture

Media Effects 4 4 0.853

Sexual Orientation 5 5 0.819

Attitude 4 4 0.829
(Source: data processed, 2021)

The measurement model's reliability and validity were assessed using confirmatory
factor analysis, and the findings revealed excellent global adjustment and content
validity (standardized factor loading greater than 0.6). The above table of
trustworthiness is a statistics table that shows the actual Cronbach's alpha value. The
value has shown that the Cronbach’s alpha of the factors is quite high (over 0.8). It
means that the questionnaires were built well and met reliability. About the sexual
orientation variable, the Cronbach’s alpha, if the 5th item is deleted, is higher than the
Cronbach’s alpha of this factor. However, the corrected item-total correlation of this
item is higher than 0.3 (0.376), and according to Nunnally, J. (1978), this item was kept
for further analysis.
 33

2.5.3 Factor analysis - EFA

Table 2. 3 - KMO and Bartlett's Test

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .818

Bartlett's Test of Sphericity Approx. Chi-Square 1489.216

df 120

Sig. .000

(Source: data processed, 2021)

Before analyzing the factor, we need to consider the value of KMO and Barlett’s
test result. In the table above, the value of KMO is 0.818 (0.5 ≤ KMO ≤1) and the
Barlett’s test is 0.000 (< 0.05). This indicates that factor analysis is appropriate for these
data.

Table 2. 4 - Rotated Component Matrix

Pattern Matrix

Factor

1 2 3 4

S4 .894

S1 .870
S2 .707
S3 .556

S5 .418

M4 .909

M2 .742
M3 .732
 34

M1 .658

A4 .793

A1 .757

A2 .755
A3 .682

C3 .855

C1 .781
C2 .723

(Source: data processed, 2021)

There are four factors had been grouped after rotated component matrix:
- Factor 1 which is “Media Effects” consists of four items (M1-M4).
- Factor 2 which is “Sexual Orientation” consists of four items (S1-S5).
- Factor 3 which is “Attitude” consists of four items (A1-A4).
- Factor 4 which is “Culture” consists of three items (C1-C4).

2.5.4 Linear Regression

Table 2. 5 - Adjusted R square of linear regression analysis

Model Adjusted R square

The 1st regression model 0.004

The 2nd regression model 0.224

The 3rd regression model 0.455

(Source: data processed, 2021)

Table 2. 6 - Multiple Linear Regression Analysis (The 1st, 2nd Model)

Coefficientsa

Unstandardized Standardized
Model Coefficients Coefficients t Sig.
 35

Std.
B Error Beta

1 (Constant) -3.564E- .058 .000 1.000

17

Culture .504 .063 .494 7.989 .000

(Constant) 4.264E-17 .066 .000 1.000

2

Culture -.084 .072 -.083 -1.175 .241

a. Dependent Variable: Media, Sexual Orientation

(Source: data processed, 2021)

- The 1st model: The independent variable “Culture” affects the

dependent variable “Media Effects”. With R square equals 0.244, this means that the
estimation is about 24.4% change of the dependent variable. Besides, the Sig
value of the independent variable .000 (<.05) so LGBT+ Culture in Vietnam has a
significant effect on Media Effects.
- The 2nd model: The independent variable “Culture” affects the
dependent variable “Sexual Orientation”. With R square equals 0.007, this means that
the estimation is about 0.7% change of the dependent variable. Besides, the Sig
value of the independent variable .241 (>.05) so LGBT+ Culture in Vietnam does not
have an influence on the Sexual Orientation of the respondents.
Table 2. 7 - Multiple Linear Regression Analysis (The 3rd Model)

Coefficientsa

Unstandardized Standardized
Coefficients Coefficients

Model B Std. Error Beta t Sig.

 36

1 (Constant) -2.026E- .049 .000 1.000

16

Sexual .657 .052 .663 12.571 .000

Orientation

Media .124 .052 .126 2.384 .018

Effects

a. Dependent Variable: Attitude

(Source: data processed, 2021)

- The 4th model: The independent variables “Media Effects”, “Sexual Orientation”
influence the dependent variable “Attitude”. From the calculation, the R-squared
value is 0.453. This means that 45.3% of Attitude can be explained by the
independent variables of Media Effects and Sexual Orientation while the other
55.7% can be described by variables outside the model and not described in this
study. With the Sig value, there are 2 values for 3 different variables as follows:
● Sexual Orientation: .000 (<0.05), this means that Sexual Orientation has
an effect on the attitude change.
● Media Effects: .018 (<0.05), this means Media Effects influences Attitude
significantly.
- Because Sexual Orientation has a higher standardized coefficient than Media
Effect, we may conclude that Sexual Orientation has a greater influence on
Attitude.

2.6 Conclusion
Based on the data processed, the data has proved that the first phase is to measure
the influence of Vietnamese LGBT+ culture on the media effects and the sexual
orientations of the audiences. One of the outstanding points is that the sexual orientation
of Gen Zers in Vietnam is not affected by the culture. Although Vietnam is an Asian
country and there are still many stereotypes about LGBT+ people in Asia, Vietnamese
Gen Zers currently have access to more information and are more open to the third
 37

gender. Together with having more programs and TV shows about this topic, people are
willing to express themselves and be a part of modern society.

Through the data analyzed, it concluded that CO has some significant effect on
attitude change towards LGBT+ community among Gen Z in modern Vietnam. It is not
only about the change of attitudes, but there are more people who show that they belong
to LGBT+ community through the survey. It is believed that broadcasts and content
producers should develop and distribute this topic to provide a diversity of topics for the
audience.

Conclusion of Chapter 2
Chapter 2 shows some insights and information about Come Out Show that are essential
for the research of the study. Besides, there are some previous research related to the
media and attitude change on adolescents towards LGBT+. The survey had shown that
there are many interesting data about the shows that could contribute a lot to the study.
After being analysed by SPSS, the results had shown that there is a huge impact of media
and sexual orientation on LGBT+ community along with LGBT+ culture in Vietnam.
 38

CHAPTER 3: RECOMMENDATIONS
3.1 The entertainment industry of TV Shows in Vietnam and the opportunities
for MCV
3.1.1 The trend of entertainment programs in Vietnam
People in Vietnam were increasingly turning away from traditional television in
favor of over-the-top media services that allowed them to view movies and other
entertainment online. In Vietnam, the need for video streaming services fueled the
growth of entertainment apps.

Besides, in 2019, demand for video streaming services propelled Vietnam to

become the world's fastest-growing market for entertainment-based mobile apps.
(Nguyen Quy, 2019). According to research by German mobile measuring firm Adjust,
its growth score was 44.96, substantially greater than the global average of 24.27. Based
on four business verticals, e-commerce, entertainment, gaming, and utilities, the
researchers analyzed data from almost 3,500 applications published in 2018 across 31
nations.

According to a July study done by HCMC market research firm Q&Me,

Vietnamese people spend an average of four hours per day on their cellphones, with 65
percent of the time spent on apps. Over half of the country's population, 64 million
people, have access to the internet.

Figure 3. 1 - Entertainment growth score worldwide in 2019

(Source: Adjust firm report, 2019)

 39

Figure 3. 2 - The percentage of favorite shows in Vietnam 2020

(Source: Statista, 2020)

According to Statista, a survey conducted online in March 2020 about the favorite
programs among respondents in Vietnam by three different categories which are TV
shows, films, and sports. There are 202 respondents who are aware of streaming video
services, aged from 20 to 49 years old. About one-third of the respondents chose
Entertainment programs as their first choice, together with films and sports to watch
online.

3.1.2 The opportunities for MCV

Looking at the statistics above, it shows that the demand for entertainment shows
in Vietnam has always been increasing and accounts for a significant figure in the
broadcasting industry. They offer many opportunities for media companies to distribute
and benefit from the Vietnamese market.

According to GWI (Q3, 2020), 97.6% of internet users aged from 16 years old to
64 years old used the internet to watch online shows. It is a huge number and proved a
potential source for media companies. The shifting from traditional to technology waves
in Vietnam gives many chances for the media companies to expand their network and
the streaming channel in order to access more audiences and get more benefit from them.
 40

3.2 The recommendations of producing shows for LGBT+ youth

3.2.1 Having the variety of ages and gender of participants for CO show
Based on the data processed in chapter 2, we could conclude that there is the
majority of Gen Zers watching CO show and support for LGBT+ community. However,
the number of people who are millennials accounts for a large percentage of participants
of the show. It seems that Gen Z is still shy or confused about stepping out and living
their real-life due to the fear and worries about the family as well as society. The
producing team should consider some episodes for LGBT+ youth and propose some
significant plans to support them throughout the show. Thus, they could express and
confess all their thoughts and their worries.

Besides, the statistics of demographics and the insight of the viewers on Youtube
platform had shown that there are more female viewers than male viewers who are
interested in watching this show. Still, the participants are mostly men than women. This
is an important point to improve the equality and performance of the show.

3.2.2 Producing sexual orientation shows for Gen Zers

As the result showed, the media has a huge effect on the attitude change of the
young generation towards LGBT+ people. Not only CO but also many LGBT+ shows
have contributed a lot in order to give different perspectives about LGBT+ for the
audience. Together with sexual orientation, Vietnamese do not have a big perception of
LGBT+ community so people are welcome to live and contribute their talents in the
Vietnamese culture.

However, there are still some areas and people do not accept that. Before having
specific shows such as Come Out for Gen Zer, MCV could consider producing some
educational programs about sexual orientation for the youth. It is not only a humane
show but also an informative program that delivers more information for society about
the third gender and avoids having the wrong idea about the LGBT+ community.

3.2.3 Utilizing the video displays for videos on the Facebook platform.
According to Facebook self-service advertising tool (Jan 2021) and based on
Facebook users aged 18 years old and above, 98.8% of Facebook users access via any
kind of mobile phone. This means most people use smartphones using Facebook to
 41

update and watch videos on Facebook. There is; however, the display of video on
Facebook cannot maximize the quality of the video. By changing it, we can access and
reach more target audiences.

3.3 The proposal for MCV to be an LGBT+ representative

As a media company of the young and one of the best media leading companies in
Vietnam, MCV is well known for producing and distributing the LGBT+ topic. It is a
great point to create the difference between MCV and others. Besides, CO is just a
program among six shows. Therefore, it would be great to make the audiences remember
MCV as an LGBT+ media partner. In the future, the company should consider producing
and renovating the shows to attract more audiences and be a leading media company in
this industry.

3.4 Marketing Strategy for MCV in the next 5 years

3.4.1 Plans to be the top MCN in Vietnam.
In the last couple of years, numerous media businesses in Vietnam have set their
sights on creating a multi-channel network (MCN). Many entertainment and media
firms have been created in the entertainment sector. Therefore, MCV should consider
investing more in cross-networking channels and intend to be the top MCN in Vietnam
if it has a developed and sustainable pool of skilled workers.

Through the MCV Network system, the MCV Group has made numerous successes
in digital production and publishing as an official partner of four worldwide platforms:
YouTube, Facebook, TikTok, and Dailymotion. Furthermore, having a large number of
partners is a significant benefit for MCV in being the top MCN in the future. The number
of individuals switching from conventional entertainment techniques to digital has
increased considerably in tandem with the growth of the Internet and technology.
According to a report in 2021, MCV Network has over 100 million subscribers across
all four platforms, with 30 million on Facebook and 25 million on YouTube, thanks to
its 400+ YouTube channels and fanpage. In the case of TikTok, MCV is the MCN - the
number one multi-channel network in Vietnam in 2020, with a record of 5 billion views
in just seven months.

Not only in Vietnam, but also all around the world, the entertainment companies
 42

are planning to a MCN with the numerous of audiences. It is to serve for the domestic
audiences and market as well as reaching more potential Vietnamese audiences or
people over the world who are interested in Vietnam.

3.4.2 Implement more about digital transformation

In an era where all information and entertainment requirements are instantly
accessible to viewers and readers via digital platforms, the government's policy is digital
transformation. It is also an essential answer for company innovation and a critical
component for firms, particularly small and medium-sized businesses, during the Covid-
19 epidemic time. The internet and social media are thriving, and television
digitalization is critical for firms in this industry.

MCV should invest jointly in the development of the platform and infrastructure
required for digital transformation, as well as the exploitation and operation of digital
transformation services. Simultaneously, continue to promote these platforms'
capabilities in digital content development and business. With experienced producers
who are always pioneers and leaders in catching trends and audience tastes, beginning
on the creation and release of digital transformation content is projected to offer a fresh
wind to the audience before the trend of digital transformation. MCV Group is
considering partnering with technology partners to develop apps that include a variety
of functions for watching videos, streaming (livestream), and dating.

MCV can simply segment viewer behavior and capture their demands using digital
tools and platforms, therefore giving orientations and various solutions, diversifying
content to improve user experience and build user audience.

3.5 Limitation of the study

Due to the time limit of the study, there are just 200 respondents which is still small
compared to the big number of the target audiences in the media industry. It might not
show an overview and other opinions of many audiences. Besides, the number of ages
of surveyees are not wide enough to make the results more effective.
 43

Conclusion of chapter 3

Chapter 3 provides trends of entertainment industry in Vietnam in recent years and

the opportunities for MCV in the upcoming years. By apply the results from the SPSS
and the survey had been conducts before, there are 3 recommendations for MCV to
consider in the future. First, producing shows with the variety of gender and the ages for
participants. Next, the producing team should consider to produce shows for LGBT+
youth and the sexual orientation shows to provide more information for the mass.
Finally, the producing team should consider to utilize the display of the shows on
Facebook platform so that it can maximize the performance and reach more viewers.
 44

CONCLUSION
MCV, being one of Vietnam's top media businesses, is always generating new
values for the community, as the company's tagline states. Aside from the CO show,
MCV has been effective in spreading the humanitarian message to the masses through
a variety of shows, receiving widespread support and acclaim.

Based on the data analysis, the research has shown that CO had a huge impact on
the attitude change of Gen Zers, together with the sexual orientation in a digital world.
It also shows that Although Vietnam is an Asian country, the LGBT+ culture in Vietnam
does not oppose strongly as other countries. By accessing more information on the
internet, people are more acceptable and knowledgeable about the third gender.
Furthermore, the report of the survey, showed that there is much insightful information
such as the difference of the gender of audiences and the wide range of age of the
viewers. However, it is also pointing out some limitations of the show such as the ages
of participants or the display of the videos.

In conclusion, I have some suggestions for the producing team of CO show in

particular and for MCV in general. First, the producing team should consider the ages
and the genders of the participants in order to access more viewers. Second, producing
shows about sexual orientation to provide information about LGBT+ and sexual
orientation education shows for the young generation. Besides, I propose that MCV
could be a representative and the first pioneer to represent for LGBT+ community in
Vietnam. Because of the slogan and mission of MCV, it would be a great way to express
and contribute value to society and implement corporate social responsibility.

Due to the short period as a Digital Marketing Intern and the time limit of the
survey, this study still has many drawbacks. Although the study is more theoretical, and
my ideas are solely based on research, I hope that this can make a tiny contribution to
the evolution and change needed to enhance the quality of CO and future shows for
LGBT+ youth at MCV and the overall entertainment industry's programs more engaging
to viewers. Furthermore, it may provide useful information for the firm.
 45

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https://www.iejee.com/index.php/IEJEE/article/view/77
APPENDIX 1: INTERNSHIP REFLECTIVE JOURNAL

Lesson Learned
Time Task Achievements (Skill, knowledge,
attitude)

Week 1: 9/8/2021 – 14/8/2021

Having a short welcome- Having a deeper The operation of MCV

day meeting with others understanding about Network and the general
colleagues in team R&D the working culture knowledge of being a
and being introduced and the structure of the digital marketing intern
about the operation of company. in an entertainment
MCV Corporation. company.
Getting a needed
Attending an online preparation for The general knowledge
training session through following tasks and the of Facebook Business
Google Meet and being importance of the Manager and Creator
Monday
given the main tasks for position. Studio on Facebook
an intern position. platform.
Having a chance to
Registering the know more about other Using Right Manager
copyrights for 21 members in my team function on Creator
Youtube partners’ videos and adapt in a Studio to register
on Facebook platform. professional working copyright for the videos.
environment in MCV
Communication skill
and interpersonal skill.
 Completing a daily Have a deeper look Improving the writing
report for Monday. back at works. skill for a professional
daily report.
Resolving conflicts for Widely understanding Enhancing the
21 videos on Monday about the Right confidence and
and record the status of Manager function on professional attitude
90 videos (about the Creator studio. while chatting with other
conflicts) on the members.
Tuesday previous days by Understanding the
excluding video and importance of ensuring
audio matched segments. copyright for videos.

Registering the
copyrights and resolving
conflicts for 20 Youtube
partners’ videos on
Facebook platform.

Completing a daily Learning about register Excel skills and

report for Tuesday. copyright for internal communication skill
videos. (using the
Registering the proper gate). Problem-solving skill
copyrights and resolving when dealing to register
conflicts for 50 Youtube the wrong gate.
Wednesday partners’ videos and 20
TikTok partners’ videos Distinguish between
on Facebook platform. different RM gates.

Completing the
information for internal
TikTok videos.
 Completing a daily Gradually getting used IT skills and
report for Wednesday. to register copyright interpersonal skill
for videos.
Registering the
Thursday copyrights and resolving
conflicts for 40 Youtube
partners’ videos and 20
TikTok partners’ videos
on Facebook platform.

Completing a daily Understanding the Communication skill

report for Thursday. importance of ensuring when attending a
copyright for videos. farewell party for other
Registering the members in team.
Friday
copyrights and resolving
conflicts for 30 TikTok
partners’ videos on
Facebook platform.

Week 2: 16/8/2021 –20/8/2021

Completing a daily Getting used to RM The knowledge about

report for last Friday. functions on Creator digital media and know
Studio. how to ensure the
Registering the transparency for the
copyrights and resolving Understanding the pages on FB.
conflicts for 45 Youtube importance of RM and
Monday
partners’ videos. managing RM Excel skill and
effectively. communication skill.
Recording the name of
TV Show registered on
Biet Doi X6 gate in June
 Writing down the frame
information and checking
credits of the videos on
FB platform under MCV
management.

Completing a daily Understanding the The lesson of deleting

report for Monday. importance of ensuring function on Creator
copyright for videos. Studio.
Resolving conflicts for
28 Youtube partners’ Absorbing more
videos on Monday. knowledge about RM.

Registering and resolving Multi-tasking skill

Tuesday
conflicts for 37 YT
partners’ videos on
Tuesday.

Deleting videos of the

expired contract partner
(Eyeplus) on Biet Doi X6
gate.

Completing a daily Understanding the Excel skills and

report for Tuesday. importance of ensuring communication skill
copyright for videos.
Wednesday Registering the
copyrights and resolving
conflicts for 45 Youtube
partners’ videos.
 Completing a daily Understanding the IT skill and
report for Wednesday. importance of ensuring communication skill.
copyright for videos.
Registering and resolving
conflicts for 28 YT Getting to know about
Thursday partners’ videos and 17 internal sources which
TikTok partners’ videos. are produced by MCV.

Registering and resolving

conflicts for 32 internal
TikTok videos.

Completing a daily Understanding the Absorbing more

report for Thursday. importance of ensuring knowledge about RM.
copyright for videos.
Friday Registering and resolving Multi-tasking skill
conflicts for 30 YT
partners’ videos and 20
TikTok partners’ videos.

Week 3: 23/8/2021 – 27/08/2021

 Completing a daily Understanding the The knowledge of
report for last Friday. importance of Crowdtangle tools.
registering copyright in
Registering and resolving order to protect videos. Communication and
conflicts for 20 TikTok collaboration skill
partners’ videos and 36 Knowing how to use through working with
YT partners’ videos. tools to optimize other members in our
videos to the channel. team while working
Monday Learning about checking from home.
the registered videos that
had been re-uploaded on
Facebook without MCV
permission by using
Crowdtangle.

Checking for 13 partners

on Crowdtangle.

Completing a daily Deeply understanding The practice of Excel in

report for Monday. about the Reference reality and the
Library in RM. application of Excel for
Registering and resolving Digital Marketing.
Tuesday
conflicts for 40 TikTok
partners’ videos and 44
YT partners’ videos.
 Completing a daily Starting to learn about Communication skill
report for Tuesday. other functions in RM and presentation skill.
tool.
Registering and resolving
Wednesday
conflicts for 28 videos Introducing about other
TikTok partners’ videos functions for my
and 57 YT partners’ partner.
videos.

Completing a daily Learning about the rule Ability to have a online

report for Wednesday. of matching videos on training and adapt
RM. quickly in a difficult
Registering and resolving working condition.
conflicts for 20 TikTok Gaining the knowledge
Thursday partners’ videos and 47 about the matching rule Always towards a
YT partners’ videos. on RM. specific outcome.

Checking and taking note

about the status of 72
registered videos on RM.

Completing a daily Learning more about IT and communication

report for Thursday. the importance of the skill
match rule in RM.
Registering and resolving The practice of Excel in
conflicts for 7 YT Knowing more to get reality and the
Friday partners’ videos and 45 the jobs done faster application of Excel for
TikTok partners’ videos. through some IT skills Digital Marketing.

Changing match rule for

the registered videos on
June and May.
 Week 4: 30/08/2021 – 3/09/2021

Monday Day-off for the 1st dose of vaccine

Tuesday Day-off for the 1st dose of vaccine

Completing a daily Figuring out how to do IT skill

report for last Friday. the t asks faster. The practice of Excel in
reality and the
Wednesday Registering and application to it.
resolving conflicts for
187 TikTok partners’
videos.

Thursday Day- off (Independent Day)

Friday Day- off (Independent Day)

Week 5: 6/09/2021 – 10/09/2021

Completing a daily Learning about how to IT skill and

report for last Friday.
Registering and
resolving conflicts for 7
YT partners’ videos and
Monday
57 TikTok partners’
videos.
write the information interpersonal skill.
exactly and effectively.
Understanding the
difference between the
internal and external
source.

Filling the information

in the internal TikTok
source.
 Completing a daily Deeply understanding Skill: Presentation ,
report for Monday. about the RM tool. python coder.

Registering and
Tuesday
resolving conflicts for
45 TikTok partners’
videos and 53 Youtube
partners’ videos.

Completing a daily Learning about how to Digital Marketing

report for Tuesday. build and establish an knowledge in reality.
effective campaign for
Attending a webinar any brands on TikTok Communication skill
between MCV x TikTok platform. and rewarding attitude.
with the topic “optimize
brand communication Be top 2 in Kahoot Fast-learning ability.
Wednesday on TikTok platform”. game for participants.

Registering and
resolving conflicts for
33 TikTok partners’
videos and 21 Youtube
partners’ videos.
 Completing a daily Deeply understanding Knowledge: Digital
report for Wednesday. and completing tasks Marketing knowledge in
faster. reality.
Registering and Skill: Self-study for
Thursday resolving conflicts for Nightfall project.
13 TikTok partners’
videos, 28 YT partners’
videos and 41 internal
TikTok videos.

Completing a daily Gaining knowledge Communication and

report for Thursday. about disputing and collaboration skill
reporting matching through working with
Having an online videos on FB platform. other members in our
training about reporting team while working
matching videos on Deeply understanding from home.
Friday Facebook platform. about RM and
completing tasks.
Registering and
resolving conflicts for
33 TikTok partners’
videos and 21 Youtube
partners’ videos.

Week 6: 13/09/2021 – 17/09/2021

Completing a daily Learning about how to The practice of Excel in

report for last Friday. write the information reality and the
exactly and effectively. application to it.
Monday
Registering and
Understanding the
resolving conflicts for
difference between the
18 Youtube partners’
videos and 58 TikTok
 videos from internal internal and external
sources. source.

Registering and
resolving conflicts for
95 TikTok partners’
videos.

Completing a daily Learn about get the link Skill: Python, IT skills.
report for Monday from drive using Python Knowledge: copyright
of news.
Registering and Implementing Python to Attitude: fast-learning
resolving conflicts for get the jobs done faster. and self-study
18 Youtube partners’
videos and 59 TikTok Learn how to register
videos from internal copyrights for news
Tuesday sources. (news is a special type
to register copyright)
Register for 12 videos of
“Chuyen Dong 25h”.

Resolving disputes on
the gates.
 Completing a daily Deeply understanding Digital Marketing
report for Tuesday. about the importance of knowledge in reality.
copyright of news.
Registering and Communication skill
resolving conflicts for and rewarding attitude.
41 TikTok videos from
Wednesday internal sources. Fast-learning ability.

Register for 26 videos of

“Chuyen Dong 25h”.

Resolving disputes on
the gates.

Completing a daily Learn many great Skills: FB Ads, FB

report for Wednesday. lessons from the FB Business Manager.,
training mainly about interpersonal skill and
Attending a external FB Watch. time management.
training of Facebook
through Zoom platfrom Being introduced about Attitude: be more eager
with the topic “How to Facebook Video to learn and adapt
maximize Facebook Ecosystem via self- quickly in a meeting.
Video Content learning and how to
Thursday
Revenue”. maximize Distribution
and Monetization on
Registering and Facebook.
resolving conflicts for
51 TikTok videos from Having a chance to meet
internal sources. Fremantle Indonesia X-
Register for 25 videos of factor and Mark Wein,
“Chuyen Dong 25h”. two successful case
 Resolving disputes on studies to get more

the gates. information and

listening to the useful
sharing from the guests.

Completing a daily Be get used to register Skill: IT, time-

report for Thursday. copyright for news. management.

Registering and Knowledge: Digital

resolving conflicts for Marketing and Social
41 TikTok videos from Media.
Friday internal sources.

Register for 21 videos of

“Chuyen Dong 25h”.

Resolving disputes on
“Biet Doi X6” gate.

Week 7: 20/09/2021 – 24/09/2021

Completing a daily Learn more about Skills: IT skills,

report for last Friday. disputes on the gates to interpersonal skill.
consider release or
Registering and uphold claims. Knowledge: recognize
resolving conflicts for different disputes.
48 TikTok videos from
Monday
internal sources.
Register for 18 videos of
“Chuyen Dong 25h”.

Resolving disputes on
the gates.
 Completing a daily Learn about resolving Skills: interpersonal
report for Monday. appealing. It is to skill and professional
dispute continuously skill to write an email in
Registering and after being rejected from working place.
resolving conflicts for the 1st disputes.
48 TikTok videos from
Tuesday internal sources.

Register for 18 videos of

“Chuyen Dong 25h”.

Resolving disputes on
the gates.

Completing a daily Understanding the The knowledge about

report for Tuesday. difference of appealing digital media and know
and start to resolving it. how to ensure the
Registering and transparency for the
resolving conflicts for pages on FB.
63 TikTok videos from
Wednesday internal sources.

Register for 17 videos of

“Chuyen Dong 25h”.

Resolving disputes on
the gates.

Completing a daily Being introduced about Skill: FB Creator Studio

report for Wednesday. monetization and watch and Crowdtangle,
Thursday interpersonal skill
time improvement
insights from data tools (achieveing 1st prize on
Kahoot game).
 Registering and (Creator studio and Being recogized and
resolving conflicts for Crowdtangle) recieved a reward from
68 TikTok videos from Facebook after the
internal sources. Learning how to use training.
messenger bot to

Register for 25 videos of maximize revenue.

“Chuyen Dong 25h”. Have a chance to meet
the famous vlogger

Resolving disputes on Agon Hare with the

the gates. page “Project Nightfall”

on FB and listening to

Attending the 2nd FB useful tips about how to

training through Zoom have a longer retention

platform with the topic rate and make the

“Learning from Video audiences royal to our

Content Expert” channel.

Completing a daily Learn about resolving Skill: IT skills

report for Thursday. appealing. It is to
Registering and dispute continuously
resolving conflicts for after being rejected from
Friday 46 TikTok videos from the 1st disputes.
internal sources. Based on appeal to write
report to block the fake
Register for 22 videos of page.
“Chuyen Dong 25h”.

Week 8: 27/9/2021 – 1/10/2021

Monday Day-off for attending webinar ICBF 2021

Completing a daily Learning about the Skill: IT and RM skill.

Tuesday
report for last Monday importance of RM to
 Registering and protect the image of Attitude: patient to deal
resolving conflicts for singer. (the assistant of with a huge load of
46 TikTok videos from singer Phi Nhung works.
internal sources. wanted to keep the most
optimistic image for her

Register for 22 videos of fans and spreaded the

“Chuyen Dong 25h”. positive feeling to heal
her fans after the dealth

Supporting to so that he acquired to

registering a video of blocked all the negative

Singer Phi Nhung. videos about her on

(Register 7 videos and Facebook).

follow-up these videos

to block all disputes)

Completing a daily Learning more deeply Skill: IT skills (Excel)

report for Thursday. about AB testing result and FB Ads.
and the importance of
Registering and using it to maximize and
resolving conflicts for utilise the performance
68 TikTok videos from of videos.
internal sources.
Wednesday

Register for 20 videos of

“Chuyen Dong 25h”.

Resolving disputes on
Yeu La Cuoi? and Biet
Doi X6 gates.
 Completing a daily Listening to a fire-chat Skills: IT skills.
report for Wednesday. with the topic “Business
opportunies and how to Knowledge: FB Ads.
Registering and maximize revenue via
resolving conflicts for FB business ecosystem
53 TikTok videos from model”
internal sources.
Being introduced about
Register for 20 videos of self-serve portal with
“Chuyen Dong 25h”. the topic “Introduction
to Partner Support and
Attending the final FB Premium Chat Service”.
Thursday
training through Zoom
platfrom with the topic Learn about new
“Understanding updates from Facebook
Facebook Business about MES and Brand
Ecosystem model & Safety Updates and
Business opportunity” Instagram Product
Updates.

Learning about Ads

policy to maximize the
revenue and preventing
from desmonetizing.

Completing a daily Understanding the Skills: interpersonal

report for Thursday reason to resolving skill and professional
disputes as soon as skill to write an email in
Friday Registering and possible. working place.
resolving conflicts for
52 TikTok videos from
internal sources.
 Register for 19 videos of
“Chuyen Dong 25h”.

Resolving disputes on
Yeu La Cuoi? and Biet
Doi X6 gates.

Filling in the AB testing

with the Bar Text and
the trailer testing.

Week 9: 4/10/2021 – 8/10/2021

Completing a daily Deeply understanding Skils: communication

report for last Friday.
Registering and
resolving conflicts for
86 TikTok videos from
Monday internal sources.
Register for 15 videos of registering the wrong
“Chuyen Dong 25h”.
Resolving disputes on
“Biet Doi X6”, “Yeu La
Cuoi?” gates.
about the importance of and problem-solving
registering copyright for skills.
the videos.
Attitude: patient,
Learning a memorable professional
lesson when making a
huge mistake when
gates for news and the
partner (Hau Giang TV)
dispute and report to the
manager.

Tuesday Day-off (the 2nd dose of vaccine)

Wednesday Day-off (the 2nd dose of vaccine)

Completing a daily Understanding and Digital Marketing

Thursday report for Monday. deeply absorb the knowledge in reality.
knowledge.
 Registering and Communication skill
resolving conflicts for and rewarding attitude.
86 TikTok videos from
internal sources. Fast-learning ability.

Register for 15 videos of

“Chuyen Dong 25h”.

Resolving disputes on
“Biet Doi X6”, “Yeu La
Cuoi?” gates.

Completing a daily Understanding the Skills: communication,

report for Thursday. consequence of the IT, and problem-solving
weekly result of AB skill.
Registering and testing and how to
resolving conflicts for implement it to have a Attitude: learn how to
62 TikTok videos from better performance. be patient and calm
internal sources. down to deal with the
problem.
Friday
Filling the A/B testing
result for trailer and
Text Bar testing.
(weekly results and
daily results)

Resolving problems
with HR departments

Week 10: 11/10/2021 – 15/10/2021

Completing a daily Learning how to Skills: IT (excel),

Monday report for last Friday. registering external communication, time-
management.
 Attending a farewell videos faster by using

meeting on Google tools and excel.

Meet.

Catching up with others

to cover tasks for the
absent.

Completing A/B Testing

for 4 pages.

Registering and
resolving conflicts for
80 TikTok videos from
internal sources and 76
videos of TikTok
partners.

Completing a daily Learning about Skill: fast-learning,

report for Monday. community policy of time-management.
Facebook in order to
Registering and make the right decision
resolving conflicts for for matching videos.
68 TikTok videos from
Tuesday
internal sources and 57 Learning self-study
videos of TikTok document of Facebook
partners. about the last training.

Resolving disputes for

matching videos.

Completing a daily Learning about Skill: IT skill,

Wednesday
report for Tuesday. community guidelines Crowdtangle
 Registering and of Facebook and Knowledge: Creator
resolving conflicts for TikTok. Studio tool and
69 TikTok videos from Crowdtangle updates.
internal sources and 45 Understanding about the

videos of TikTok importance of following

partners. the guidelines.

Resolving disputes for Being asked to promote

matching videos. to be the official staff

for this position after the

Discussing with the 3-month internship.

supervisor about the

jobs and the career path
in the future.

Completing a daily Understanding deeply Problem-solving skill

report for Wednesday. about matching videos when dealing to register
and disputes on CT. the wrong gate.
Registering and
resolving conflicts for
49 TikTok videos from
internal sources and 60
Thursday videos of TikTok
partners.
Resolving disputes for
matching videos.

Listing down the

number of videos
attaching the unknown
 sources of the YT
partners.

Completing a daily Having the orientation Skill: communication,

report for Wednesday. for the career path and Excel, presentation,
intentions for future. interview and dealing
Registering and the salary.
resolving conflicts for Sharing about the
60 TikTok videos from difficulties and Knowledge: taxes and
internal sources and 50 problems with the welfare policy for the
videos of TikTok supervisors. official staff at MCV.
Friday partners.

Resolving disputes for

matching videos.

Attending an interview
for the official position
with Ms. Anh.
APPENDIX 2: PLAGIARISM RESULTS
APPENDIX 3: RESEARCH SURVEY FORM
Dear,
This is Tuyet Mai. I am currently a senior student at UEH and majoring in International
Business. At this time, I am doing research for my thesis. I truly appreciate your taking
the time to complete this form. The survey below is to examine the effects of Come Out
show. This is a popular show of MCV – on Youtube platform. It is just for those who
watched this show at least once. All your provided information will be kept confidential
and for study purposes only.
Thanks again and stay safe!

Section 1: Demographics

1. How old are you?

3. Have you ever watched Come Out show before?

☐ Yes
☐ No

2. What is your Gender?

☐ Female
☐ Male

3. What is your gender identity?

Gender identity refers to each person’s deeply felt internal and individual experience
of gender, which may or may not correspond with the sex assigned at birth.

☐ Genderqueer
☐ Transgender male/man
☐ Transgender female/woman

☐ Cisgender male/man
☐ Cisgender Female/woman

☐ Prefer not to say

4. What is your Sexual orientation?
Sexual orientation refers to a person’s emotional, affectional and sexual attraction
to…individuals of a different gender or the same gender or more than one gender.

☐ Pansexual

☐ Heterosexual/Straight
☐ Gay/Lesbian

☐ Bisexual
☐ Asexual

☐ Prefer not to say

Section 2: Survey
Please tick to choose your agreement level to each statement below.
1. Strongly disagree
2. Disagree
3. Neutral
4. Agree
5. Strongly agree

Vietnamese LGBT+ Culture

1 2 3 4 5

I am open to people in LGBT+ community

It is not weird to see

I consider LGBT+ community to be normal in Vietnam.

 Media Effects

1 2 3 4 5

After watching CO, I believe that LGBT+ community is just the

norm.

CO gave me another view on LGBT+ community.

I just watched this show for entertainment.

CO gave me more information about the third gender.

Sexual Orientation

1 2 3 4 5

CO helped me figure out where I fit

CO gave me a chance to share my story.

CO helped me answer the question about myself

I reflect on myself after watching CO.

I acknowledge more after watching CO show about LGBT+

community.

Attitude

1 2 3 4 5

I will support if my family members come out.

The show made me feel loved

I followed LGBT+ celebrities who have a huge influence on the

community.

CO made me feel connected with LGBT+ people.

APPENDIX 4: SPSS RESULT
1. Cronbach’s Alpha of Culture

Reliability Statistics
Cronbach's
Alpha N of Items
.845 3

Item-Total Statistics
Cronbach's
Scale Mean if Scale Variance Corrected Item- Alpha if Item
Item Deleted if Item Deleted Total Correlation Deleted
C1 5.96 2.491 .717 .782
C2 6.05 2.229 .690 .813
C3 6.03 2.411 .738 .762

2. Cronbach’s Alpha of Media

Reliability Statistics
Cronbach's
Alpha N of Items
.819 5

Item-Total Statistics
Cronbach's
Scale Mean if Scale Variance Corrected Item- Alpha if Item
Item Deleted if Item Deleted Total Correlation Deleted
M1 13.32 8.388 .741 .743
M2 13.51 9.296 .672 .768
M3 13.69 9.373 .565 .797
M4 13.49 8.563 .735 .746
M5 13.07 10.363 .376 .851
3. Cronbach’s Alpha of Sexual Orientation

Reliability Statistics
Cronbach's
Alpha N of Items
.853 4

Item-Total Statistics
Cronbach's
Scale Mean if Scale Variance Corrected Item- Alpha if Item
Item Deleted if Item Deleted Total Correlation Deleted
S1 9.89 5.134 .666 .827
S2 9.90 5.487 .711 .809
S3 9.86 5.230 .663 .828
S4 9.69 5.182 .750 .791

4. Cronbach’s Alpha of Attitude

Reliability Statistics
Cronbach's
Alpha N of Items
.829 4

Item-Total Statistics
Cronbach's
Scale Mean if Scale Variance Corrected Item- Alpha if Item
Item Deleted if Item Deleted Total Correlation Deleted
A1 8.99 4.326 .676 .776
A2 8.90 4.613 .684 .775
A3 8.77 4.751 .579 .818
A4 8.73 4.098 .696 .767
 2. EFA

Total Variance Explained

Rotation Sums
of Squared
Initial Eigenvalues Extraction Sums of Squared Loadings Loadingsa
Factor Total % of Variance Cumulative % Total % of Variance Cumulative % Total
1 3.973 26.486 26.486 3.604 24.025 24.025 3.155
2 3.856 25.705 52.191 3.465 23.099 47.124 2.944
3 1.686 11.243 63.433 1.297 8.649 55.773 2.820
4 1.151 7.672 71.105 .801 5.340 61.113 2.900
5 .627 4.183 75.288
6 .581 3.875 79.163
7 .483 3.219 82.382
8 .451 3.009 85.391
9 .430 2.866 88.257
10 .393 2.623 90.880
11 .323 2.151 93.031
12 .300 2.001 95.032
13 .276 1.843 96.875
14 .252 1.679 98.553
15 .217 1.447 100.000
Extraction Method: Principal Axis Factoring.
a. When factors are correlated, sums of squared loadings cannot be added to obtain a total variance.
3. Regression
3.1 Culture and Sexual Orientation

Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 .093a .009 .004 .93588727
a. Predictors: (Constant), Culture

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 1.503 1 1.503 1.716 .192b
Residual 173.425 198 .876
Total 174.928 199
a. Dependent Variable: Sex Orientation
b. Predictors: (Constant), Culture

3.2 Culture and Media Effects

Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 .497a .247 .244 .81764915
a. Predictors: (Constant), Culture

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 43.529 1 43.529 65.109 .000b
Residual 132.373 198 .669
Total 175.902 199
a. Dependent Variable: Media
b. Predictors: (Constant), Culture
3.3 Sexual Orientation, Media Effects and Attitude

Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 .679a .461 .455 .68670656
a. Predictors: (Constant), Media, Sex Orientation

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 79.354 2 39.677 84.139 .000b
Residual 92.898 197 .472
Total 172.253 199
a. Dependent Variable: Attitude
b. Predictors: (Constant), Media, Sex Orientation