Vietnamese children's magazines: the specificity of communication with audience

Author(s):  Nguyen Thi Mai Huong, Voronezh State University, Voronezh, Russia,

Issue:  Volume 37, № 4

Rubric:  Journalism and public relations

Annotation:  The Democratic Republic of Vietnam pays great attention to education of the young generation of the country. In this process, the mass media play an important role. There are radio and television for children, but the most traditional media – print newspapers and magazines. Today the press for children is a fairly well researched area of the media. Knowledge of its specificities, features, as well as the psychology of the child imposes a huge responsibility on people involved in children's publications. And this responsibility is above all moral. It’s about the child moral health when he absorbs from pages of magazines and newspapers such things that adults, perhaps, do not realize malignancies. The press for children is constantly developing in Vietnam both quantitatively and qualitatively. Children's magazine is a special type of publication, the main sign of which is the age of the audience. The age of the audience also determines the main functions of children's magazines: educational, informational, cognitive, informative, and the function of socialization. This group can also includes a special function of communication, the purpose of which is to create a special information space for exchange of opinions among representatives of the young audience. The article analyzes the forms and methods of communication of Vietnamese journalists with the youngest part of the country's audience – preschool children and junior schoolchildren, notes the peculiarities of interaction with the audience, which are characteristic for our country. The research objects are Vietnamese children's magazines “Golden Turtle”, “The Little Sun”, “Little Scientist”, “Children”, “Princess” and “The Automobile World”.

Keywords:  preschoolers, junior schoolchildren, perusal of pictures, conversations about them, cartoons, comics, their discussion, gender differences in the audience

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