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Nguyễn Thị Thu Hiền SS171141Nguyễn Văn Trường An SS180121Phan Phương Hoàng SE183102Phạm Nguyễn Trà My SS170909

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<b>ABSTRACT1. INTRODUCTION2. LITERATURE REVIEW</b>

<b>6.1 Facebook data6.2 Media content6.3 Agenda setting theory6.4 Information strategy</b>

<b>6.5 Strategies for usingcultivation theory7. CONCLUSION</b>

<b>8. REFERENCES</b>

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We conducted a survey to assess the impact of media exposure on youth participationin the "Heed Her Voice" violence prevention campaign, which ran from May 27. 8, 2023 toOctober 22, 2023. "Heed Her Voice" project is a media campaign to raise awareness andprevent violence against women and girls. Through widespread media promotion, we aim toencourage individuals to actively participate in raising awareness about violence andprevention measures. Our initial findings indicate that, after two months of running thecampaign, we have surpassed our initial engagement goals while also receiving verypositive comments on the topic.

The widespread use of the Facebook platform for communication campaigns in Vietnam ishighlighted by its reach and influence. With a remarkable 90 million Facebook accounts and90% of Internet users regularly using the platform, Facebook serves as the primary means ofcommunication and interaction among Vietnamese people. Furthermore, the number ofFacebook users is growing rapidly and significantly in Vietnam, as Statista and Facebookstatistics show, showing great potential to effectively reach and engage a wide and diverseaudience. fruit. Currently ranked 7th worldwide in terms of number of Facebook users,Vietnam's presence on this platform is a testament to the huge number of users as well asthe country's importance as a hub of social interaction. association and informationdissemination. Therefore, choosing the Facebook platform for a communication campaign isnot only practical but also a strategically correct choice, thanks to its wide reach andprofound role in people's lives. most Vietnamese people, making it a key tool tocommunicate and successfully reach people easily.

"HEED HER VOICE" is a communication campaign carried out by students majoring inMultimedia Communication Management, with guidance and supervision from the head ofthe department - Ms. Le Thi My Danh. From the basis of the subject "Media Psychology", theproject is carried out based on the topic "Elements of violence in the media". Specifically,preventing violence against women and girls. Preventing violence against women and girls isabout protecting and ensuring the safety, health, and development rights of women and girlsin society. Through the project, "HEED HER VOICE" aims to protect human rights, build afair society, protect mental and physical health, create conditions for personal development,and create a safe environment. , building healthy relationships, thereby raising awarenessabout the harmful effects of violence against women and girls.

This article will evaluate the approach as well as gain a deeper understanding of the"Heed Her Voice" media campaign.

2.LITERATURE REVIEW

The issue of violence against women and girls is a serious and long-standing controversialsocial problem. To understand violence and how it is conveyed through the media isimportant. Therefore, the following are definitions and theories cited and applied to researchon the topic of violence against women and girls.

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Researchers have defined “violence” here, as behavior intended to cause physical harmor pain to another individual. In addition, certain types of behavior such as accidentalinjuries, destruction of property, and “psychological,” “relational,” or “verbal” aggression areexcluded from this definition (Simmons, 2002).

<b>2.2People who watch violence in the media.</b>

A number of studies have focused on examining who watches violence in the media andwhy some people are more attracted to it than others (W. Goldstein, 1998; Sparks & Sparks ,2000). These attraction factors may include novelty, feelings of excitement, and violations ofsocial norms that demonstrate mastery over threats or dependence on others (Zillmann &Weaver, 1996).

<b>2.3How modeling works.</b>

From a modeling, social learning, social cognition perspective, people see a violent actin the media and then, as a result, commit violent acts themselves.

Based on what is learned from the research, new research directions or unsolved problemscan be identified. For example, we can learn about other factors that might influence othersto watch violence in the media, or we can learn about new methods to prevent itsdissemination. violent images. (Excerpt from, Chapter 9: Violence Watching All ThatMayhem Really Matters of the book A Cognitive Psychology of Mass Communication, sixthedition by authors Richard Jackson Harris & Fred W. Sanborn).

<b>3. METHODOLOGY</b>

Sex and violence in the media, individually not new, have become more prevalent in recentdecades. Cable, digital, and Internet technology allow private access to explicit content.Horror films now depict violence against women in a sexual context, even when rated R. Asignificant concern is the combination of sex and violence and its potential consequences inshaping viewers' perceptions.

This study applies both quantitative and qualitative research methods to study the level ofexposure and community attitudes towards sexual and domestic violence among womenand children over the years.

Quantitative Research Methods:Quantitative research will focus on collectingnumerical data to assess the impact and reach of the awareness campaign.DataCollectionMethods:

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QualitativeResearchMethods: Qualitative research will provide a deeperunderstanding of the personal experiences and stories related to sexual and domesticviolence.

Storytelling and Interviews:Encourage victims, survivors, or those affected by sexualand domestic violence to share their personal stories through written narratives orrecorded interviews.

DataAnalysisMethods:Thematic Analysis:

● Use qualitative analysis techniques to identify and categorize themes in thecollected stories and interviews.

Qualitative Content Review:

● Assess the content shared on the Facebook page, including comments andmessages from followers.

● Use content analysis to understand the audience's sentiments, questions, andengagement with the campaign.

● Ethical considerations prioritize the privacy and confidentiality of victims andsurvivors.

● Continuous engagement with the Facebook page community ensures effectivecontent adaptation based on feedback.

<b>4. THEORETICAL FRAMEWORK FOR ANALYSIS</b>

Social cognitive theory was initially applied to media in the context of studying theeffects of violent media models on behavior (see Chapter 9). Although that is still themost-studied application, the model has many other applications as well, as in the modeling

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of sexual, prosocial, or purchasing behavior. For example, children randomly assigned toview high-risk behaviors on TV were more likely to later self-report their own tendency toengage in risk-taking behaviors (Potts, Doppler, & Hernandez, 1994 ). Such reportedrisk-taking was reduced by viewing a safety educational videotape showing high-riskbehavior and its negative consequences (Potts & Swisher, 1998 ).The amount of socialaggression (e.g., spreading rumors, social ostracism) that girls aged 5–10 watched predictedincreased socially aggressive behavior at school (Martins & Wilson, 2012 ). Young womenexposed to media portrayals of promiscuous sexual behavior (one-night stands) were morelikely than those not seeing the media models to anticipate engaging in such behaviorsthemselves if they did not already have such life experience, regardless of whether theconsequences were portrayed as positive or negative in the media depiction (Nabi & Clark,2008 ). See Bandura ( 2009 ) for a recent and detailed formulation of the social cognitivemodel as applied to mass communication.

In our project “HEED Her Voice," we took advantage of the advantages and influence ofthe media to be able to raise positive views of the goals of the entire project. We want toconvey to viewers the true information and calls to prevent violence against women and girlsfrom happening more limitedly, thereby condemning acts of violence to help everyone havea better perspective.

Informationappeals:Using an information-gathering strategy, we posted informativearticles on the social networking platform Facebook to attract the attention of viewers on themedia platform. Information is posted throughout the project page: "HEED HER VOICE" isbrought to the media audience with the purpose of bringing positive aspects, improvingawareness and knowledge about violence prevention, and preventing violence againstwomen and girls. This information is shared clearly, helping readers have a morecomprehensive view of the issue.

Emotionalappeals:Influencing emotions is the bestfirststepto influencing beliefs andbehavior.Different emotional appeals can work to varying degrees in different cultures.Wehave used emotions in each of our articles to sensitize media audiences to the truth aboutthe issue of violence. Accurate sources of information about the articles will make eachviewer feel confident and more aware of the problem and issue.

Testimonials(ProductEndorsements):Testimonials or product endorsements canplay an important role in digital campaigns to prevent violence against women and girls. Inthis context, they serve as endorsements from individuals or organizations that support thepage's cause and can help build credibility and trust. We have filtered and published theirarticles, stories, or personal experiences related to the issue of violence. Authentic andrelatable stories can have a powerful effect on connecting with audiences.

Fearappeals:Fear-inducing advertising involves some type of threat about what mighthappen if a person does not buy the product. Applying fear advertising, we determined thatfear appeals can be a controversial but sometimes effective strategy for raising awarenessand preventing violence against women and children. girl. However, when using fear appealsin a digital campaign, it is important to approach them with caution and ethical

considerations. The goal should be to inform and motivate without causing unnecessarystress.

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In this study, our team chose the media campaign “HEED HER VOICE” as the basis forresearch on the effects of violent media on others, in addition to creating awareness,educating and promoting positive social change related to this issue. We will collect objectivedata from our page, such as the number of people reaching the page, the number of peopleinteracting with the page, and the number of comments on the page to evaluate the level ofmedia influence. For young people, and especially the audience we want to target, FPTuniversity students can play an important role in creating awareness, educating, supportingand promoting social change. actively involved in this issue. It provides a platform to shareinformation, connect communities and make a significant impact in reducing violence andbuilding a good society.

5.2AnalysisFirstpost(27/9/2023)

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Poston30/9/2023

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We established the page on September 30, 2023, choosing the Facebook platform as themain platform for the media campaign about violence. Facebook is one of the largest andmost popular social networks in the world, with billions of users globally. That is the reasonwhy Facebook was chosen as the platform to post about violence against young people andespecially students at FPT University, Ho Chi Minh. This allows users to engage inconversation, share experiences and opinions, creating a vibrant online community aroundthe issue of violence. The page will provide information and knowledge about types ofviolence, their causes and consequences. By sharing information, statistics, stories andexamples, the page helps youth and students better understand violence and its impact onindividuals and communities. Community building and engagement: The page will create asafe and supportive online space for youth and students. We make sure that all informationon the site is based on a reliable and vetted source.

On October 1, 2023, we posted the first post on our Facebook page with the topic: "Whattypes of violence do women and girls often encounter and their harmful effects, do youknow?". We have 14 reactions and 3 comments, showing that the page is clearly reachingsocial media (Facebook) users.

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On October 3, 2023, we posted the second article for the page with the topic: "the problem ofviolence with the topic of women and children". Commendation (14 emotions): The page hasreceived positive praise from users. The articles, images and messages have arousedsympathy and support from the online community. The page has achieved some significantsuccess in spreading its message and creating awareness in the community. Positive

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engagement from users demonstrates interest, motivation, and desire for positive change inaddressing the issue of violence against women and children. The page has achieved itsgoal of creating awareness, advocacy and community building to end violence.

Poston8/10/2023

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Poston11/10/2023

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Poston15/10/2023

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With the article on October 6, 2023, we posted the third article for the page with thetopic: "the problem of domestic violence, sexual violence".

With the article on October 8, 2023, we have posted the 4th article for the page withthe topic: "the problem of child sexual violence".

With the article on October 11, 2023, we have posted the 5th article for the page withthe topic: "the problem of violence against children and adolescents".

With the article on October 15, 2023, we have posted the 6th article for the page withthe topic: "the role of education in the problem of violence".

Overall, the page has been able to create an interactive space where people canshare opinions, experiences and advice. This encourages conversation and changes socialthinking about violence. Users can learn from each other and find solutions together,creating empathy and support from the community. Real stories and images of victims ofviolence can stimulate empathy and encourage support for those affected. Convey a positivemessage about ending violence and building a non-violent society. By sharing informationabout supporting organizations, campaigns and events related to this issue, the page canstimulate action and engagement from the community. We will not be able to evaluatewhether human behavior can change after being exposed to our articles? We just hope thatthey will understand and receive positive information from us.

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Poston22/10/2023

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Continuing articles about videos posted on October 18, 2023 and October 22, 2023 from twoclean sources: VTC14 and VTV24h. Video has the ability to convey information in a moreintuitive and attractive way than other forms. Posting videos advising on violence helpsincrease viewers' awareness of violence, its consequences and impacts on individuals andsociety. Videos advising against violence can motivate and provide support to those affectedby violence. These videos can contain stories of recovery, inspiration, and support resourcesto help viewers overcome hardships and find strength in their lives.

After nearly 1 month of setting up the page (September 27, 2023 - September 23,2023), we have achieved 50 followers, 49 reactions, 99 approaches, and 448 visits. Thepage on violence has achieved many important achievements in creating awareness,creating a support community and changing social thinking on this issue. By spreadingpositive messages and encouraging behavioral change, the page can contribute to buildinga violence-free society and benefit both those affected and the surrounding community.However, to increase the impact and effectiveness of the page, it is necessary to continue toprovide detailed information about support organizations, educational programs and violenceprevention measures. At the same time, create a proactive interactive space so users canshare experiences, opinions and support each other. Join hands to reduce violence insociety.

<b>6. RESULT6.1 Facebook data:</b>

Following almost a month of page setup and message dissemination on Facebook, theHEED HER VOICE project has accomplished the following numbers:

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