Formative study on the media use, lifestyles and values of the Vietnamese youth

Introduction This study was implemented to explore the prevailing preferences, aspiration, ideals, values and norms of the Vietnamese youth. Research findings are used to produce more than 100 TV series drama related to HIV/AIDS prevention for Vietnamese youth. Methods The method of obtaining information was qualitative relying mainly in observations, interviews and discussions. Six provinces participated in the study with 10 subgroups of about 350 residents aged 15-24 including high risk groups such as IDUs and PLWHAs. Extra information on parent’s roles on HIV prevention was also obtained from parents at Hanoi, Can Tho and Da Nang. Findings Perception or appreciation of the quality of life was different between subgroups and influenced by living areas. The Northern urban people seemed to be more opened to issues with regard to virginity, femininity, cohabitation, and sexuality while the Southern tended to be neutral and the Central was still quite conservative. Modern lifestyles have influenced the youth’s though, as well as the society though daily activities, thoughts, exposure to high tech, or easy accessibility to information via the media or internet. Generally, having a stable job, a position at work, happy family, stable financial status and with luxury living products were the future perspectives among the Vietnamese youth. In addition, they were more open-minded to taboo issues or issues that were considered as extremely sensitive to the Vietnamese old society such as pre-marital sex, and virginity. Despite the influence of the modern lifestyles, the Vietnamese youth were still attached to traditional values in terms of gender, family, parent-children relationship, choosing spouse, marriage, and especially parents’ role. Television was still the main information resource for the youth, rather than radio, the internet, and newspapers. Health education and science-education programs through the media seemed not to be attractive to the youth compared to others programs.