Media Effects of Famous Beauty Pageants in Vietnam: An Analysis, Study notes of Research Methodology

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HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES -

INFORMATION TECHNOLOGY

FACULTY OF PUBLIC RELATIONS

FINAL RESEARCH PAPER

RESEARCH METHODOLOGY

ANALYZING MEDIA EFFECT OF FAMOUS BEAUTY PAGEANTS

IN VIETNAM

Student’s Name: Lê Nguyễn Thành Nhân

Student’s ID: 21DH70 3399

Ho Chi Minh City, November 2023

ANALYZING MEDIA EFFECT OF FAMOUS BEAUTY PAGEANTS IN

VIETNAM

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ABSTRACT

This research article was conducted with the purpose of analyzing the media effects of beauty pageants in Vietnam. This research can be seen that the current topic of beauty pageants is of interest to world public opinion, including Vietnam. This issue affects many people, especially the young generation of Vietnam, but there have been no in- depth studies on this topic. This is the reason the researcher started this study. Clearly state the general concept of beauty pageants, based on related research topics to form this research article. Besides, to add more authenticity to the research, the researcher used methods to get accurate data and received 1,523 answers to this hot issue. The researcher concluded that the media effects of beauty pageants have both positive and negative impacts on the media as well as today's Vietnamese youth. Beauty pageants should change activities in each contest to better convey the message to the audiences.

TABLE OF CONTENTS

• CHAPTER 1: INTRODUCTION......................................................................................
  • 1 .1. Background..............................................................................................................
  • 1 .2. Objective..................................................................................................................
  • 1.3. Theoretical framework.............................................................................................
  • 1 .4. Hypothesis.............................................................................................................
  • 1 .5. Significance of Study.............................................................................................
  • 1 .6. Scopes....................................................................................................................
  • 1 .7. Limitation..............................................................................................................
  • 1 .8. Organization...........................................................................................................
• CHAPTER 2: LITERATURE REVIEW..........................................................................
  • 2 1 Related literature....................................................................................................
  • 2 2 Related studies.......................................................................................................
• CHAPTER 3: OVERVIEW OF BEAUTY PAGEANTS IN VIETNAM.........................
• CHAPTER 4: METHODOLOGY....................................................................................
  • 4 1 Subject...................................................................................................................
  • 4 2 Material..................................................................................................................
  • 4 3 Procedure...............................................................................................................
  • 4 4 Statistical treatments..............................................................................................
• CHAPTER 5: RESULT AND DISCUSSION..................................................................

CHAPTER 1: INTRODUCTION

1 .1. Background Existing in parallel with the process of formation and development of human society, essential needs are increasingly elevated, ranging from basic physical and safety needs to higher-level needs such as emotional needs, respect, and more. Among these, the need for aesthetics is continually refined and has become an ideal goal for humanity. In order to meet these needs, society began to establish standards for beauty. The measurement of beauty is widely applied to various objects, phenomena, and us - human beings. This is most evident in the emergence of beauty pageants - a means to reinforce the influence of beauty standards. Serving as a stage for beauty, where contestants can fully showcase the qualities that meet the criteria for appearance set forth by judges and audiences, beauty pageants also carry the significance of honoring the personality and knowledge of the participants. In 1995, Vietnam hosted its first beauty pageant, marking the inception and development of this model in our country. Over time, these pageants have expanded nationwide, increasing their influence on audiences and investors. Beauty pageants have garnered attention from simple beauty competitions and progressively raised the standards for selecting beauty ambassadors to represent Vietnam. It can be said that these annual beauty pageants have become an integral part of the national spirit, capturing the hearts of audiences throughout the country, and providing a platform for them to become a potential market that attracts investors. Alongside the Fourth Industrial Revolution, many beauty pageants are being organized and gaining popularity through utilization and promotion on digital media platforms. From television and online news channels to widespread presence on various social media networks, these pageants have increased their visibility for both the programs and the participating contestants. This promises to turn them into a promising

market not only for aspiring beauty queens but also for investors. Through modern media channels, the image and reputation of beauty pageants are increasingly established in the public's perception, disseminating the positive messages that these competitions aim to convey. However, alongside the effectiveness that modern media brings, it appears that many pageants, organizers, and participating contestants have deviated from the core values initially set out. From promotional tactics involving controversial figures, post- pageant scandals, or the exploitation of social work as a means to "whitewash" one's image, these have led the public to have a negative view of these pageants. Many controversies have arisen, even leading to the boycott by some sections of the audience using the term "Beauty Queen”. From the media strategies chosen by these pageants, we can observe their influence on the general public and especially on the younger generation. This impact is not merely reflected in the audience's reception but also in the behaviors and thoughts of young viewers in Vietnam. Research Question: These points raised above have posed questions: How does the media effect contribute to the success of beauty pageants? Do these effects have a positive or negative impact on the youth? And what does the future hold for beauty pageants in Vietnam? These questions have provided the foundation for the researcher to undertake the research titled "ANALYZING MEDIA EFFECT OF FAMOUS BEAUTY PAGEANTS IN VIETNAM." 1 .2. Objective The main objective of the research is to analyze the media effects of famous beauty pageants in Vietnam. It aims to analyze, perceive, and evaluate the activities and media effects of current notable beauty pageants in an objective manner. From the

perspective of public communication, it will lead to significant impacts on beauty pageants. Therefore, not only the organizing units of the competitions but also higher- level entities (including Departments and Licensing Authorities) will orient their management and organization of beauty pageants in Vietnam accordingly. Therefore, orienting the perspective of the public, especially the younger generation, will have a correct understanding of the media activities of beauty pageants. To achieve this main objective, the research also has specific sub-objectives that need to be clarified as follows:  Utilizing effectively the media in beauty pageants in Vietnam.  Carrying out the media activities in beauty pageants in positive ways.  Analyzing the public's reaction to beauty pageants through media activities objectively.  Determining the messages that beauty pageants want to convey through media activities and media effects.  Proposing recommendations for effective uses of media. 1.3. Theoretical framework To clarify and analyze the research in-depth, making it more complete, the researcher relies on concepts related to the issues of the research such as Beauty Theory, Acculturation Theory, Framing Theory, Social Exchange Theory, Agenda Setting Theory. Beauty Theory provides explanations about beauty, including aspects of colors, flavors, sounds, lines, textures, masses, rhythms, sizes, balance, harmony, and more. These perspectives are applied to help the researcher evaluate the nature of beauty and thereby evaluate the media effects of famous beauty pageants. “When we see a flower with harmonious colors, freshness, and a pleasant fragrance - that is a beautiful flower. A beautiful tree is a tree with lush, green leaves, sweet-smelling flowers, and tasty fruit.

Beauty follows certain sensory aesthetic rules and influences human sensibility” (E. Groxx., 1984). This results in a sense of balance, comfort, and pleasantness for the senses. For example, before us is a person with an oval-shaped face, a head length in a 1:7.5 ratio to the whole body, smooth and rosy skin, thick, soft, and wavy hair - that is a beautiful person. According to him, the harmony of music reflects the harmonious nature of celestial bodies in the cosmos. By reflecting the order of the universe's motion, music could bring the movement of the soul into that order. Heraclitus, on the other hand, believed that harmonious beauty arises from the integration and combination of opposing elements: "Nature loves to hide. For disparate elements are drawn together and harmonized in the visible world, not from like with like... By blending the colors white, black, yellow, and red, painting makes a description in harmony with the prototype. Music, by combining different tones, high and low, long and short, creates a unified harmony through their intermingling (in choral singing)." (E. Groxx., 1984, p.164). According to this research, Heraclitus' perspective emphasizes the synthesis of contrasting elements to create harmony and beauty, whether in art or in the world itself. This idea of unity through the interplay of opposites has had a significant influence on philosophical and artistic thought throughout history. Acculturation Theory - Cultural exchange and interaction are ongoing movements within society, closely tied to social evolution as well as the development of culture itself. Cultural exchange is not only the result of interactions but is also an integral part of the exchange process. In other words, cultural exchange and transformation are the processes through which a nation accepts foreign cultures (Tran, 1998 , p.16). The appearance of beauty pageants in Vietnam is the result of cultural exchange and integration with countries around the world. Framing Theory is a frequently employed concept in media studies, serving as an extension of the agenda-setting theory. This theory suggests that how something is presented to the audience influences the choices people make about how to process that information. (Sunday O, 2017, p.67). Framing is used to represent the communication aspect which leads to the people’s preference by consenting one meaning to another. This

provides the premise and theoretical foundation to make the research study more scientifically rigorous. Media in beauty pageants uses a "framework" to rationalize the presentation of images and information related to the competition. For example, challenging interview questions, stringent physical requirements, and strict regulations are considered reasonable criteria for selecting the most outstanding candidates for the title of beauty queen. Journalists and representatives of the competition provide selected images and information, determining what needs to be eliminated and what needs to be emphasized to shape public opinion and influence the thoughts and perspectives of the audiences. For example, beauty pageants often emphasize their community involvement, social benefits, and charitable activities to impact the viewers' psyche while simultaneously limiting the emergence of controversies surrounding the competition in the public eye (smoothing over scandals). Social Exchange Theory is a sociological and psychological perspective that seeks to explain how individuals form and maintain relationships based on the costs and rewards associated with those relationships. The core idea of social exchange theory is that individuals consider relationships as a series of exchanges, where they aim to maximize rewards and minimize costs. Rewards can include emotional support, companionship, financial assistance, and other forms of positive experiences, while costs can be time, effort, financial burdens, or negative experiences such as conflict or stress (Ralph Tench, 2017, p.52). In this research, social exchange theory is related to beauty pageants in Vietnam. Social exchange theory can be understood in the context of beauty pageants. Contestants in beauty pageants may receive various rewards that motivate their participation. These rewards can include recognition, prestige, opportunities for personal growth and development, networking, and potential career advancements. Contestants also face costs associated with participating in beauty pageants. These costs can include financial expenses for pageant fees, wardrobe, and grooming, as well as the time and effort required for preparation, rehearsals, and travel.

Organizers and sponsors, organizers of beauty pageants will receive prestige, recognition from the audience and invitations to cooperate from sponsors. Sponsors will provide costs, supplies, and materials related to the pageant to support contestants as well as the pageant to run smoothly and successfully. The reward for sponsors is the pageant's media support and promotion of sponsored businesses from the influence of beauty pageants on social networking platforms and in publications throughout the pageant. This shows that both sides gain benefits, competitions will have more costs for the competition, and sponsors will be better known to the public. Audiences will spend money and time following their favorite contestants as well as buying tickets to watch the competitions. They will get entertainment, inspiration, a sense of belonging to a community, social connections, and the enjoyment derived from observing the pageant process and outcomes. Agenda Setting Theory is a communication theory that focuses on the power of the media to influence public opinion and shape the public's perception of issues, events, and research. This theory suggests that the media, through its selection and emphasis on certain issues, could set the public agenda and determine what issues are considered important or salient in society (Ralph Tench, 2017, p.54) Beauty pageants are currently a hot issue in society. Thanks to this theory, this article helps the research go deeper into the current topical issue of beauty queens. Agenda Setting Theory can be applied to beauty pageants to understand how they influence public opinion and shape the public's agenda regarding beauty standards, perceptions of beauty, and related issues. Media coverage and public attention in beauty pageants receive significant media coverage, including television broadcasts, news articles, social media discussions, and online content. The media plays a crucial role in determining the prominence and visibility of beauty pageants. Their coverage influences public attention and the importance given to beauty pageants as a cultural phenomenon. Social and cultural impact in beauty pageants can contribute to broader discussions and debates about societal norms, gender roles, body image, and empowerment. They set

an agenda for public discourse on this research, influencing how the public thinks and talks about beauty, femininity, and related issues. 1 .4. Hypothesis Famous beauty pageants in Vietnam have both positive and negative media effects. On the positive side, these pageants can promote public interest in the beauty of Vietnamese women. In addition, they contribute to the promotion of Vietnam and its people to the world and promote the development of the fashion, entertainment, and tourism industries in Vietnam. However, the media effects of famous beauty pageants in Vietnam can also have negative effects. These pageants can create high standards of beauty, lead to pressure on women's appearance, and even be exploited for commercial purposes. Based on these factors, we can propose the following hypotheses: Hypothesis 1: Famous beauty pageants in Vietnam have a positive impact on the image of Vietnam and its people in the world. Hypothesis 2: Famous beauty pageants in Vietnam have a positive impact on the development of the fashion, entertainment, and tourism industries. Hypothesis 3: Famous beauty pageants in Vietnam can lead to stereotypes about women's beauty. Hypothesis 4: Famous beauty pageants in Vietnam can cause unnecessary pressure on women. Hypothesis 5: Famous beauty pageants in Vietnam can be exploited for commercial purposes. These hypotheses will be tested through this research. Keywords: Beauty pageants, Vietnam, media effect, impact 1 .5. Significance of Study The world in general and beauty pageants, in particular, have made great strides in development since the formation and emergence of the field of media, along with the development and explosion of 4.0 technology. These competitions have been widely

communicated, spread, and have an impact and influence on the public, especially the media effects after each competition ends. Because of the urgency of this research, the analysis of the media effects of famous beauty pageants in Vietnam has tremendous value in both scientific and practical terms. In terms of science, the research on this research will contribute to the theoretical basis for theories in the field of media in beauty pageants. In addition, the study also clarifies concepts of beauty pageants and media effects which have not been deeply explored before and simultaneously contributes scientific value, laying the foundation for other research in the field of media in beauty pageants. In terms of practice, the interpretation and analysis of the media effects of beauty pageants in Vietnam will help draw lessons and become a reference for the researcher in this field. At the same time, raising people's awareness, especially young people, helps young people to have a correct view, assessment, and orientation of famous beauty pageants in Vietnam. Moreover, this research can be a solution for plenty of entertainment companies in the Beauty pageant industry in Vietnam to build and develop the image of Vietnamese women. All these meanings, both scientific and practical, have made a great contribution to the construction of the study. 1 .6. Scopes Scope of time: From 2018 to now. Since 2018, the development of beauty pageants in Vietnam has been marked by a significant increase in both quantity and quality. This is especially evident since H'Hen Nie placed in the top 5 at the 2018 Miss Universe pageant (Nguyen, 2018) along with the rapid development of mass media channels such as Facebook, TikTok, and newspapers. This has led to a growing interest in beauty pageants among the public, especially among young people in Vietnam.

Scope of space: The topic will focus on studying famous beauty pageants in Vietnam, including:  Miss Grand Vietnam: This is the largest and most prestigious beauty pageant in Vietnam.  Miss World Vietnam: This is an international beauty pageant held in Vietnam.  Miss Universe Vietnam: This is an international beauty pageant held in Vietnam.  Miss Vietnam: This is an international beauty pageant held in Vietnam. Scope of subject: The topic will focus on studying the media effects of famous beauty pageants in Vietnam on the following groups:  The public: This is the group of people who receive information about famous beauty pageants in Vietnam through mass media channels.  Competition organizers: This is the group of people responsible for organizing famous beauty pageants in Vietnam and using the media to promote the competition. 1 .7. Limitation Due to the novelty and timeliness of the research, the researcher cannot avoid limitations during the research and implementation process due to the novelty and timeliness of the research. One of the limitations of the research is the lack of research materials. Beauty pageants in Vietnam are often not studied in depth, so the materials related to this research are limited. This makes it difficult to analyze the media effects of beauty pageants. The research results only reflect the media effects of beauty pageants during the research period so this research must be based on the current situation of analysis. If beauty pageants have changes in format, scale, or other media factors, the research results may no longer be relevant.

Research data is mainly collected from sources such as surveys, newspapers, television, and social media. Therefore, the accuracy of these numbers may be affected by many factors and that leads to the research not having specific numbers. All these limitations may affect the objectivity and reliability of the research results. However, the research can still provide useful information and become a reference document on the media effects of beauty pageants in Vietnam. 1 .8. Organization The research paper includes 5 chapters: Introduction, Literature Review, Overview of famous beauty pageants in Vietnam, Methodology, Results and Discussion. Chapter 1: Introduction. In this chapter, the author will introduce the reason for choosing the research, the general concepts of the media effects of famous beauty pageants in Vietnam, and related concepts. Chapter 2: Literature Review. In Chapter 3, the author will clarify the impacts of media effects on the public, thereby creating a foundation for the development of theories and research methods. Chapter 3: Overview of famous beauty pageants in Vietnam. In this chapter, the author will summarize famous beauty pageants in Vietnam and related concepts. Chapter 4: Methodology - The author will present the methods for collecting and analyzing data through research methods. From there, the author will evaluate the validity and reliability of the research results. Chapter 5: Results and Discussion. In the final chapter of the research paper, the author will present the research results and propose solutions and plans for the impact and effects of media effects in famous beauty pageants in Vietnam.

CHAPTER 2: LITERATURE REVIEW

There is no denying the popularity and reputation of beauty pageants in the world, including Vietnam. These beauty pageants attract the attention of the public, especially young people. At the same time, thanks to the strong development of social networks, mass media plays an important role in promoting and spreading beauty pageants. By reviewing previously published research articles and studies on this topic, it will help provide a theoretical foundation for the research and support the argument for the research with evidence and numbers. Research data that has been conducted before helps the paper convince about the reasonableness and value of analyzing the media effects of famous beauty pageants in Vietnam. 2. 1. Related literature H. I. G. C. Kumara and R. A. W. D. Jayawardhana, 2018, International beauty pageants and the construction of hegemonic images of female beauty, Sri Lanka Journal of Social Sciences, p.123-p. This research is focused on International beauty pageants and the construction of hegemonic images of female beauty and two related questions: How is the concept of ‘beauty’ created? How have cultural, political, and economic hegemonies contributed to and ultimately benefited from the process of creating these images? Therefore, providing more useful information for this research is to clearly state the general situation of current beauty pageants. From there, the "Beauty Standards" of women in general are formed, and the decision to choose the title holder is based on those standards. The research is based on secondary data on titleholders of a major beauty pageant held during the 50-year period from 1967 to 2017. The study clearly analyzes the data of beauty pageants, based on that data to prove the organizing units. Officials/investors choose titles based on "Beauty Standards”.

“Most mainstream beauty pageants have very strict ideals of beauty, and winners have often been falsely glorified for their beauty. These events lack “uniqueness” and “specialty” among the contestants who have been forced to accept an “unrealistic” beauty image which is rather an “unattainable” ideal for most women in these peripheral regions.” (H. I. G. C. Kumara and R. A. W. D. Jayawardhana, 2018). According to this research, the research only concluded that ‘beauty’ is a creation of vested interests in the capitalist world. Moreover, standards of beauty are constructed and ideologies and concepts regarding ‘feminine beauty’ are shaped by world cultural, political, and economic hegemonies. Especially, capitalism of this era has played a dominant role in forming these concepts and ideologies to create ‘market monopolies’ deprived of a rational production or consumption system. Instead of producing rational goods and services for humans, the capitalist process has attended to exploit people’s emotional values. This information is very important for the research so that the researcher can evaluate the media in beauty pageants in Vietnam. Therefore, this research will help clarify the media effects of those beauty pageants that directly impact participants in particular and young girls in Vietnam in general. At the same time, there are additional solutions to minimize the negative impact of media effects on the public and young people. Thereby, helping the young generation of Vietnam, especially girls, gain confidence and have a more positive view of themselves. Confirming the influence of the title on the titleholders to the media and vice versa is the impact of the media effect on the titleholders. Keswani S, Kattu K, Wani A et al, 2018, Journal of Advanced Research in Journalism & Mass Communication, p.14-p.18. The research focuses on addressing the broad scope of mass media, highlighting its influence on various platforms such as newspapers, television, and social media. The author elucidates the significant impact of mass media on the entire population, irrespective of gender, with a particular emphasis on the age group ranging from 15 to 55 years. The central concern revolves around the negative effects of objectifying humans

through the portrayal of a "perfect" appearance in media, leading to distorted perceptions, especially among the youth. The specific information and data provided by the author's team through the research are valuable reference points for this work, especially according to the article’s authors: “it says that participation in activities that focus on physical appearance at an early age can influence teen and/or adult self-esteem, body image and self-worth. Adults need to be aware of the potential long-term impact super-competitive, beauty-driven pursuits can have on a young girl’s psyche.” (Keswani S., Kattu K., Wani A et al., 2018). The impact of objectifying humans brings about numerous negative effects on viewers. Through beauty pageants, the media has constructed an idealized image that conforms to the requirements of "standard beauty." This directly influences the thoughts and behaviors of viewers, especially the youth, and can lead to negative phenomena such as body shaming, depression, unhealthy weight loss, etc. This serves as a theoretical basis for conducting this research. The authors of the article have provided a specific perspective on the influence of mass media on objectifying humans, particularly emanating from beauty pageants. The information presented lays the groundwork for researchers to comprehensively explore the issue, addressing not only the negative aspects but also other positive dimensions. Moreover, with a specific focus on domestic research, this study will delve into more details regarding the media effect of famous beauty pageants in Vietnam. Mai Quỳnh Nam, 1996, “Truyền thông đại chúng và dư luận xã hội”, Journal of Sociology No.1 (“Mass media and public opinion”), p. The author has analyzed the popularity of mass media in life. From there, the role and tasks of mass media are increasingly important in today's life, especially when the 4. era is the trend. The ubiquity of mass media shows that this system has become a medium for the general public, reaching individuals and groups of people during a certain time, often

during their free time. Therefore, The widespread popularity of mass media leads to the diversification of information. Mass media helps provide information and is a condition for the public to discuss and give opinions on issues and events in social life. At the same time, mass media also contributes to shaping public opinion. society and the public in a positive direction, contributing to building a good society. Overall, the above literature has provided an overview of how mass media and the public are closely related to each other in forming and developing public opinion. For the mass media to promote its positive role in forming and developing public opinion, it is necessary to improve the quality of information in the mass media, and at the same time strengthen the role of the public in controlling public activities. However, this information does not analyze in detail the practical role of the media in public opinion, especially in the beauty pageants field in Vietnam. On this basis, the issue of practical examples and statistics of the research is extremely necessary. Truong Thi Cam Van, 2013, “Quan niệm làm đẹp của phụ nữ Việt từ truyền thống đến hiện đại qua cách tiếp cận nhân học văn hóa”, Journal of Cultural Studies (“Vietnamese women's beauty concepts range from traditional to modern through a cultural anthropology approach”), p. It can be said that beauty is an indispensable need of people regardless of who they are or where they come from. Moreover, this is shown even more clearly in women. Truong analyzed the beauty standards of Vietnamese women from ancient times to the present, showing the changes in women's beauty methods. Considering the concept of beauty and the beauty of modern Vietnamese women, it is necessary to take into account the differences between generations (old-young), social groups (intellectuals, models, farmers, businessmen). Today there are conflicts about life values, including beauty values, especially between generations. Mass media has also mentioned this aspect a lot. If older people want to preserve traditional beauty concepts, today's youth see beauty as something different, strange, new, and attractive.

This has led to the beauty style of young women today being very different from older women. Truong reflected the change in beauty standards from traditional to modern for Vietnamese women. It is not only a change in time in beauty standards, past and present, but also a process of cultural and social change. It can be seen that every woman has a need to beautify herself. However, the concept of beauty is very diverse and always changing. Beauty is a symbol that is mentioned a lot in the fields of literature, art, culture, anthropology... However, in this research the author has not mentioned beauty in the field of media, especially famous beauty pageants in Vietnam, because the media creates trends, thereby creating higher beauty standards for women, especially through the media effects of pageants. Mavis Henriques - Debasis Patnaik, 2020, Beauty - Cosmetic Science, Cultural Issues and Creative Developments, p. The book provides a multidimensional perspective on the influence of social media on beauty, serving as a crucial foundation for researchers undertaking this work. With the development of technology, there has been a proliferation of unrealistic standards and frameworks for beauty imposed on individuals, encompassing both men, women, and non-binary genders. Particularly among the youth, this impacts personal self- esteem related to body image and how they perceive their position and image in society. According to the author, "The images on social media sites are idealized and unreal, due to digital alteration thereby setting high expectations from individuals in society." (Henriques, 202 0, p.98). Filters and beauty apps can erase one's flaws, creating an idealized persona. However, they also pose a threat to individuals. The standards propagated in the media not only affect perceptions but also influence user behavior. In the case of beauty pageant effects, viewers may be subjected to an imposed standard of beauty, applying beauty queen criteria to themselves and those around them. This can lead to the use of scientifically unfounded measures to maintain a certain appearance, as

well as financial investment in skincare products promoted by celebrities, even though the actual effectiveness may be unclear. These aspects have become theoretical foundations and practical realities for researcher to delve into this topic in a detailed and realistic manner. Through surveys and rigorous arguments, the book's authors have provided a significant perspective on the influence of beauty standards on social media users, laying the groundwork for researchers to delve deeper into this work. Not limited to social media, the research will encompass a more diverse range of media that directly impacts viewers, especially the youth in Vietnam. Furthermore, the influence of mass media from beauty pageants will be analyzed specifically and in more detail in this work. 2. 2. Related studies Angela Everhart, 2011, “Entertaining a False Reality: A social comparison examination of beauty pageant participation and the effect on body dissatisfaction, depression, and self-esteem”, Graduate Thesis This research focused on analyzing beauty pageants and how they affect the health of participants and viewers. The survey and analysis of the research paper, conducted within the US, showed that the effects of beauty pageants on pageant participants would cause them to pursue slim body models, lose weight in every way and make their health unstable. The growing problems of body dissatisfaction and self-esteem among those who do not participate in beauty pageants in the United States are also evident in the study. At the same time, the author of the study also points out that the production of reality shows of beauty pageants on television by means of the media and the media effect from them has caused psychological problems for the women who watch these shows, they will have comparisons between the bodies of women participating in beauty pageants and their bodies. This research has many reference values for the study, in which the book’s author argued: "The socio-cultural emphasis on thinness in popular media and internalization of

the thin-ideal. Pressure to achieve the standard caused a self-internalization of the thin ideal. Therefore, women who were unable to achieve the thin ideal had a negative effect and feelings of body dissatisfaction that contributed to eating disorders." (Angela Everhart, 2011). This sentence highlights the connection between the socio-cultural emphasis on thinness in popular media, the internalization of the thin-ideal, and its impact on women's body image and eating disorders. It suggests that the societal pressure to conform to the thin ideal leads women to internalize this ideal as their own personal goal. However, when women are unable to achieve this thin-ideal, it results in negative effects and feelings of body dissatisfaction, which can contribute to the development of eating disorders. In the case of beauty pageants in Vietnam, the researcher can deduce that these pageants likely perpetuate the emphasis on thinness and the idealized beauty standards promoted by popular media. Contestants may face immense pressure to conform to these standards, further reinforcing the internalization of the thin-ideal. The combination of media-driven thinness ideals, internalization processes, and the pressure within beauty pageants can contribute to an unhealthy relationship with body image and an increased risk of developing eating disorders among participants. This information is extremely important to help the researcher form opinions about the media and the media effects of famous beauty pageants in Vietnam on pageant participants and non- participants. However, this research did not specifically analyze all media effects in beauty pageants, especially beauty pageants in Vietnam. The book’s author delves into the effects of beauty pageants on the health, body, weight, body dissatisfaction, and self- esteem of pageant participants and non-pageants through the U.S. media. On that basis, it can help the researcher to analyze an aspect of the media effects of famous beauty pageants in Vietnam. International beauty pageants, including Vietnam, hold a prominent place and they have been doing so for a considerable period of time. Images of the most beautiful females are celebrated at these events. While some people enjoy international beauty

pageants, many feminists and social activists have criticized them as reflections of ‘ugly globalization’ and cultural imperialism. In conclusion, these related literatures and related studies help this research gain an overall theoretical and practical foundation to continue researching the media effectiveness of beauty pageants in Vietnam today. Correctly orient organizers' media strategy and avoid the impact of "Bad media". Learn how contest-organizers plan media strategies for those beauty pageants. From there, it helps researchers have more documents to study this hot issue more deeply. At the same time, clearly state the concept of media effects, the power of media to reach the public in general and the young generation of Vietnam in particular. However, this information is still not systematic or in-depth, most of it is limited to single research articles when studying the topics of media, beauty, and famous beauty pageants in the world. world. In particular, the scope of research in Vietnam is the biggest problem of these research articles. On that basis, issues that need further research include:  System of perspectives and concepts on media effects and famous beauty pageants in Vietnam.  Clarifying the positive and negative impacts when media effects in beauty pageants are conveyed.  Analyzing the content and practice of media effects of famous beauty pageants in Vietnam.  Evaluating the effectiveness and providing solutions for the media effects of famous beauty pageants in Vietnam.

CHAPTER 3: OVERVIEW OF BEAUTY PAGEANTS IN VIETNAM

Hoa hậu (Beauty Queen - The winner of beauty pageants) is a title for Vietnamese women who represent beauty, talent, intelligence, and good qualities in a beauty pageant. Beauty queens are often seen as models of beauty and good character and can use their influence to participate in charitable activities, promote culture, tourism, and fund-raising activities in society. A beauty queen is not only a symbol of external beauty but also an example of good qualities and noble personality. They not only make a strong impression with their natural beauty, but also with their kindness and compassionate hearts. Beauty pageants can be held at the national, regional, or international level. Contestants in beauty pageants often have to perform in competitions such as evening gowns, bikinis, national costumes, talent shows, and interviews to prove their confidence and talent. They use their influence to participate in charity activities, raise funds for social issues and promote the country's culture and tourism. The beauty of a beauty queen is not only physical beauty, but also the beauty of kindness. They use their influence to participate in charitable causes, raise funds for social issues, and support programs that help the community. They are not afraid to go far away, go to difficult places and dedicate themselves to helping difficult situations, from orphans, lonely elderly people, to children with serious illnesses. Not only stopping at beauty and talent, but the beauty queen title also increasingly emphasizes the importance of leadership and contribution to the community. The beauty queens who win the title are not only beauties on stage but also leaders, policy makers and people who have a positive influence on society. Charitable activities and social fundraising are not only the tasks of organizations but also the responsibility of each person honored as a beauty queen.

As a comprehensive role model, the beauty queen demonstrates the spirit of solidarity and accompanies the community in building a civilized, happy and developed society. They are the ones who create pride and dignity for the country and are a great source of inspiration for future generations of young people. In recent years, the beauty of Vietnamese women has been increasingly affirmed in the international beauty arena. Typically, the cases of Miss Universe Vietnam 2017 - H'Hen Niê, Miss International Queen 2018 - Nguyễn Hương Giang, Miss Grand International 2021 - Nguyễn Thúc Thùy Tiên… won very high rankings in these beauty pageants. In fact, the beauty of Vietnamese women is not just noticed every day. Going back in time to previous decades, Vietnamese celebrities such as Thâm Thúy Hằng, Kim Cương, Kiều Chinh... also rocked the international film world because of their charming and equally sharp beauty. Media effects in beauty pageants describe the ways in which stories published by the media can influence and/or amplify current market trends. Most people accept the idea that the media effect of beauty pageants can influence people. But the extent of that influence, who is most affected, when, how, and why, has been the subject of great debate among media scholars for nearly a century. How does the media effect of beauty pageants affect young people? This is also one of the reasons for the researcher to start this research.

CHAPTER 4: METHODOLOGY

4. 1. Subject To clarify the media effects of beauty pageants in Vietnam today and provide more accurate information for this research. The researcher collected and accessed relevant information of the research. Collected data includes 1523 responses, including 1523 people between the ages of 18 and 55 years old, male, and female gender. Those responses included 622 people in Ho Chi Minh City, 526 people in Hanoi Capital, 375 people in Danang. Including 768 students and 755 working people and especially those working in beauty pageants. All these people are related directly to famous beauty pageants and are interested in at least one famous beauty pageant in Vietnam. Besides, 40 people belong to groups of people participating in the organization/organizing committee/CEO of famous beauty pageants in Vietnam. These subjects have a close relationship with the research, so this data will be of great help to this research. This data helps the researcher have a more objective, detailed, and practical view. These subjects are divided into the following two groups: Group A: Includes 1483 people who follow as an audience and are interested in at least one famous beauty pageant in Vietnam. The data shows 1483 people between 18 and 55 years old. Among them, 768 people aged 18 to 23 are currently students at universities from 3 different cities such as 386 students in Ho Chi Minh City, 206 students in Hanoi Capital City, 176 students in Danang City. These surveys are conducted for students and posted on university forums such as HUFLIT Student Association - Cộng đồng sinh viên HUFLIT from Ho Chi Minh City University of Foreign Languages and Information Technology, Da Nang Student Community - Hội sinh viên Đà Nẵng, Student Association of Ho Chi Minh City, I’m HANU member - Tôi là sinh viên HANU from Hanoi University. There are 755 people from 23 to 55 years old, people who work in offices, freelancers, business owners, and housewives in Ho Chi Minh City, Hanoi Capital City, Danang City.

Group B: Includes 40 people belonging to groups of people participating in the famous beauty pageants in Vietnam including Event organizers, CEOs, Marketing Managers, PR Executives, Talent Managers. Among them, 25 people are the Event Organizers of Miss Grand Vietnam, 6 people are PR Executives of Miss World Vietnam, 5 people are PR Executive of Miss Universe Vietnam. Mr. Tran Viet Bao Hoang is Chief Executive Officer of Miss Cosmo Vietnam, Mr. Chau Thai Bao is Talent Manager of Miss Cosmo Vietnam and Mrs. Pham Kim Dung is the Chief Executive Officer of Miss World Vietnam, Mr. Hoang Nhat Nam is the Director of Sen Vang Entertainment. All interview participants are currently living and working in Ho Chi Minh City, Hanoi Capital City. 4. 2. Material For research to be objective and clear, factual data or information is a very important part. The researcher conducted 02 methods to collect data and information for the research, which is survey by question and interview. These methods are convenient and effective for researcher. 4. 2 .1. Questionnaire The survey method through questions is applied to subjects in group A. Recently, they often tend to update information on social networking platforms that specialize in posting beauty pageants. They join fan pages or groups to share information with other group members and regularly have discussions about issues surrounding beauty queens and beauty pageants in Vietnam. Social networking sites regularly post news about society and beauty pageants, so those who do not regularly follow can easily update information and know more about famous beauty pageants in Vietnam.