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:
Major:
Batch:
Instructor:

Dinh Thi Tuyet Mai
International Business
44
MBA. Duong Ngoc Hong

HO CHI MINH CITY - October 2021

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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:
Major:
Batch:
Instructor:

Dinh Thi Tuyet Mai
International Business
44
MBA. Duong Ngoc Hong

HO CHI MINH CITY – October 2021

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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

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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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iv

BẢNG ĐÁNH GIÁ KẾT QUẢ HỌC KỲ DOANH NGHIỆP CỦA GVHD

TÊN SINH VIÊN: Đinh Thị Tuyết Mai

MSSV: 31181021569

ĐƠN VỊ THỰC TẬP: Cơng Ty Cổ Phần Tập Đồn MCV

PHẦN 1: NHẬT KÝ THỤC TẬP
1. Nội dung (thông tin chi tiết, cụ thể, bám sát quá trình thực tập,
bài học rút ra…)
2. Hình thức trình bày (hình thức trình bày theo quy định, cách
thức trích dẫn, bố cục chun nghiệp…)
PHẦN 2: KHĨA LUẬN TỐT NGHIỆP

1. Nội dung
(hiểu biết về doanh nghiệp tốt, nội dung mang tính thực tiễn
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 thơng
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
chun mơn, 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, khơng có lỗi ngữ pháp, văn
phạm,trình bày theo đúng quy định….)
5. Thái độ, hành vi
(chuyên nghiệp, trung thực, cầu tiến, quản trị thời gian, chủ
động, tích cực…)

Họ & tên GVHD:
Chữ ký:

LỚP: DH44IBC01


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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 twostage 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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Table 1. 1

- Tasks of a Digital Ma

Table 2. 1
Table 2. 2
Table 2. 3
Table 2.
Table 2.
Table 2.
Table 2.

- Question list .............
- Cronbach’s Alpha .....
- KMO and Bartlett's T
4 - Rotated Component M
5 - Adjusted R square of
6 - Multiple Linear Regre
7 - Multiple Linear Regre


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x

LIST OF FIGUR
Figure 1. 1 - Organizational Chart ................................................................................

Figure 2. 1 - Percentage of audience age of CO Show on Youtube .............................
Figure 2. 2 - Percentage of audience gender of CO Show on Youtube .......................
Figure 2. 3 - Conceptual framework.............................................................................
Figure 2. 4
- Percentage of re
Figure 2. 5 - Percentage of respondents gender ...........................................................
Figure 2.
6 - Percentage of respondents
Figure 2.
7
- Percentage of re
Figure 3.
Figure 3.

1
2

- Entertainment g
- The percentage o


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xi

LIST OF ACRONYMS

Acronyms
BMHH
CO
FB
Gen Z
MCND
RM
VCS
YT

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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

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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

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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

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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

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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
CREATIONS

PROGRAM
SPONSORSHIP


SOCIAL MEDIA
MANAGEMENT

MESSAGE
VIDEOS FOR
BRANDS

COMMUNICATI
ON PLANNING

BRAND
AWARENESS

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.

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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.

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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

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