| In Vietnam,after nearly a decade of Facebook dominating the social networking market,in 2018,the first time this social network tycoon succumbed to a new short video social network called TikTok,the international version of the Douyin application from China.As a new media,TikTok has had a huge impact on all aspects of life and society in Vietnam,especially for young people in Generation Z/Gen Z/iGen,a generation that occurred between 1995 and 2012.One side,TikTok helps change the mind,meets the entertainment needs of young people and creates space for them to freely express themselves and expand cultural exchanges at home and abroad.On the one hand,excessive immersion in TikTok has also increased the fear of forgetting in young people.Content and user censorship have not been strict enough,causing adversely affect to the aesthetic and moral values of users as well as many threats on online network.These are the things that TikTok and communicators like us need to pay attention when using new media in order to approach and influence users.To clarify the above,this article will be divided into four main sections.In the first chapter,in addition to a brief introduction to the research background and significance,research methods,difficulties and innovations and an overview of the article,I will also propose related concepts and theories mainly used in this article.The second chapter will focus on three aspects: user,content,and communication channel to analysis the main reasons why TikTok successfully became the most popular new media in Vietnam,and explain why TikTok can attract the attention of Gen Z as well.The third chapter discusses TikTok's communication efficiency and the impact of TikTok on Gen Z users.Based on Bakhtin's carnival theory,Use and Satisfaction theory,Media Ecology theory,combinedwith in-depth interviews with 10 young people from Vietnam's Z generation who use TikTok,I will analyze the positive effects and negative effects of TikTok on Vietnam's Z generation.In chapter 4,in order to increase the positive impact of TikTok on users and minimize its negative impact,I will make some personal suggestions on the future development direction of TikTok's Vietnam version.Hopefully this article will provide readers with useful information about TikTok as well as users belonging to Z Generation. |
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