OPTIMIZING LIVESTREAMING COMMUNICATION IN CONTEMPORARY JOURNALISM: EMPIRICAL EVIDENCE FROM VTV24’S YOUTUBE CHANNEL IN VIETNAM

Forfattere

  • Nguyen Thi Kieu Oanh Department of Literature, Linguistics, Journalism and Communication, School of Political Sciences, Social Sciences and Humanities, Can Tho University, Vietnam
  • Tran Hoang Kha College of Information and Communication Technology, Can Tho University, Vietnam
  • Pham Khanh Duy Department of Literature, Linguistics, Journalism and Communication, School of Political Sciences, Social Sciences and Humanities, Can Tho University, Vietnam
  • Le Thi Dan Thanh Department of Literature, Linguistics, Journalism and Communication, School of Political Sciences, Social Sciences and Humanities, Can Tho University, Vietnam

DOI:

https://doi.org/10.46827/ejsss.v12i3.2229

Nøgleord:

communication effectiveness, livestream, Vietnam journalism, VTV24, YouTube

Resumé

This study examines the role of livestreaming in contemporary journalism through a case study of the VTV24 YouTube channel. Adopting a mixed-methods approach - including content analysis, statistical classification, and Likert-scale surveys - the research analyzes VTV24’s broadcasting activities from January 2018 to September 2025 alongside data from over 100 diverse news consumers. Findings reveal that livestreaming has evolved into a high-immediacy news format that delivers information more intuitively, aligning with digital consumption shifts among younger audiences. The study concludes that livestreaming is instrumental in enhancing information virality and driving journalistic innovation. Consequently, it recommends that media organizations prioritize content quality, thematic diversity, and two-way interactivity to foster sustainable audience engagement in the digital era.

Forfatterbiografier

  • Nguyen Thi Kieu Oanh, Department of Literature, Linguistics, Journalism and Communication, School of Political Sciences, Social Sciences and Humanities, Can Tho University, Vietnam

    Ms. Nguyen Thi Kieu Oanh is currently a lecturer in the Department of Literature, Linguistics, Journalism and Communication, School of Political Sciences, Social Sciences and Humanities, Can Tho University, Vietnam. She teaches courses in Vietnamese literature, foreign literature—particularly American and European works—and journalism. In 2023, she earned her doctoral degree in Journalism from the Academy of Journalism and Communication in Hanoi. Her research interests include literary theory, language studies, intercultural communication, journalism, the teaching and learning of both Vietnamese and foreign literature, curriculum design, assessment and testing, and professional development. She can be contacted at: kieuoanh@ctu.edu.vn.

  • Tran Hoang Kha, College of Information and Communication Technology, Can Tho University, Vietnam

    Mr. Pham Khanh Duy is a distinguished lecturer within Literature, Linguistics, Journalism and Communication, under the School of Political Sciences, Social and Humanities at Can Tho University, Vietnam. Holding a Master’s degree, his primary research interests encompass contemporary media and indigenous literature. His scholarly contributions include over 30 scientific articles published in both English and Vietnamese, focusing on the intersections of literary studies and communication. In addition to his academic research, Mr. Pham Khanh Duy has also authored 15 literary works released by reputable domestic publishing houses. He can be contacted at: pkduy@ctu.edu.vn.

  • Pham Khanh Duy, Department of Literature, Linguistics, Journalism and Communication, School of Political Sciences, Social Sciences and Humanities, Can Tho University, Vietnam

    Ms. Le Thi Dan Thanh is currently a teaching assistant in the Department of Literature, Linguistics, Journalism and Communication, School of Political Sciences, Social Sciences and Humanities, Can Tho University. She has been with the institution since her undergraduate years and graduated with a Bachelor’s degree in Literature in 2023. Her research focuses on literary studies, journalism, and social issues. She is currently improving her professional knowledge, language proficiency, and practical skills to better support her teaching and research. She can be contacted at: ltdthanh@ctu.edu.vn.

  • Le Thi Dan Thanh, Department of Literature, Linguistics, Journalism and Communication, School of Political Sciences, Social Sciences and Humanities, Can Tho University, Vietnam

    Mr. Tran Hoang Kha is currently pursuing a degree in Multimedia Communications at the College of Information and Communication Technology, Can Tho University (CTU), Vietnam. He is passionate about media and journalism, with a strong interest and aptitude for research in these fields. He can be reached at: khab2203610@student.ctu.edu.vn.

Referencer

a. English sources

Andanni, R. M. (2021). Analisis Tren Online Live Streaming Pada Website dan Youtube Televisi Berita di Indonesia (Analysis of Online Live Streaming Trends on News Television Websites and YouTube in Indonesia). Jurnal ILMU KOMUNIKASI, 18(1), 35–50. https://doi.org/10.24002/jik.v18i1.2215

Bock, M. A. (2011). You really, truly, have to be there: Video journalism as a social and material practice. New Media & Society, 14(4). https://doi.org/10.1177/107769901108800402

Bock, M. A. (2011). Newspaper Journalism and Video: Motion, Sound, and New Narratives. New Media & Society, 13(1), 25–42. http://dx.doi.org/10.1177/1461444811421650

Borchard, G. A. (Ed.). (2022). The SAGE Encyclopedia of Journalism. SAGE Publications. https://doi.org/10.4135/9781544391199

Hutchinson, J. (2017). Cultural Intermediaries: Audience Participation in Media Organisations. Palgrave Macmillan. https://doi.org/10.1007/978-3-319-66287-9

Myllylahti, M. (2018). An attention economy trap? An empirical investigation into four news companies' Facebook traffic and social media revenue. Journal of Media Business Studies. https://doi.org/10.1080/16522354.2018.1527521

Pekkala, K., & van Zoonen, W. (2021). Work-Related Social Media Use : The Mediating Role of Social Media Communication Self-Efficacy. European Management Journal, In Press. https://doi.org/10.1016/j.emj.2021.03.004

b. Vietnamese sources

Dinh. T. M. et al.(2021). Phan tich su anh huong cua dac diem video quang cao truc tuyen tren nen tang Youtube len su xam nhap cua nguoi xem dan den hanh dong bam bo qua hay xem tiep. JABES 32(10). P.96–119, Nguon: https://jabes.ueh.edu.vn/Content/ArticleFiles/67844032-86f7-4e77-803c-a0d1e916e86b/JABES-2021-6-V154.pdf

Do. A. D. (đong chu bien) (2023), Bao chi Truyen thong – Nhung van de trong yeu, tap 3, Nxb. Thong tin va Truyen thong.

Nguyen. T. Tr. Gi. (chu bien) (2025). Chuyen doi so bao chi – truyen thong. Nha xuat ban Khoa học – Cong nghe – Truyen thong.

Nguyen. V. D. (2025). Bao chi truyen thong chinh tri tren YouTube: Co hoi, thach thuc va giai phap. Tap chi Ly luan Chinh tri va Truyen thong. Nguon: https://lyluanchinhtrivatruyenthong.vn/bao-chi-truyen-thong-chinh-tri-tren-youtube-co-hoi-thach-thuc-va-giai-phap-p29160.html

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Publiceret

2026-05-29

Nummer

Årg. 12 Nr. 3 (2026)

Sektion

Articles