TrithufrPhattrien
Canhgiacvofnhuhgnguyctf tif mang xa hoi
K Tien s i P 6 C H I NGHIA
Social Network site hay mang xa holla mang dtfofc tao ra de tif than no lan rong trong cong dong thong qua cac tucmg tac cua cac thanh vien trong chinh cong dong do. IVIoi thanh vien trong mang xa hoi cung l<et noi va moi ngUoti la mot mat xich de tao nen mot mang lUdi rong Idtn truyen t i i thong tin trong do.
Ve CO b i n , mang xa hpi giong nhir mot trang web md vdi nhieu iUng dung khac nhau. IMang xa hoi khac vdii trang web thong thudng d each truyen t i l thong tin va tich hop uing dung.
Trang web thong thucmg cung gidng nhutruyen hinh, cung cap cang nhieu thong tin, thong tin cang hap dan cang tot con mang xa hoi tao ra cac iilng dung md, cac cong cu tUotng tac de moi ngudi tU tuong tac va tao ra dong tin roi cung lan truyen dong tin do.
KHAI N I £ M VA BAN CHAT MANGXAHO'I
Theo dng TrUOng Tri Wnh - Giam ddc Du an VC Corp, can phan biet hai khai niem Social Media (truyen thdng xa hpi) va Social Network (mang xa hdi).
Hay xet tren hai phan ed ban eua truyen thdng; san xuat npi dung va phan phdi npi dung (khac vdi phat hanhj.Trong khi mang xa hdi de cap den mdt tap hpp eac phan til (thanh vien) va eac quan he lien
72 So27.Thang11nam2014
ket giUa chung thi Social Media de cap tdi hinh thUc Scin xuat va phan phdi npi dung. NhU vay, ngay ca MySpace hay Faeebook, tu than nd khdng phai Social Media vl nd khdng san xuat ma cung khdng phan phdi, ma la mang xa hpi, nhung nd cung cap mdi trudng de eac blogger sSn xuat va phan phdi. Social Media khdng he phu thude vao Social Network. Vi du neu ai dd lap mpt trang web ca nhan de dUa cac bai viet va quan
diem ca nhan cCia minh len, vay la da san xuat npi dung, nhdinternet phan phdi chinh la Spcial Media.
Ve mat bSn chat, mang xa hdi chinh la hinh thiire lam marketing truyen mieng tren moi trudng Internet. 'Tieng lanh don xa, tieng dO don xa", vdi khS nang lan truyen thdng tin nhanh nhu van tde anh sang, mang xa hdi c6 the trd thanh "ke huy diet" doanh nghiep mdt khi nhUng tin tijfc belt Ipi dupe lan truyen vupt qu^
=^ RUBIC VAN HOA
khd nang kiem soat cua doanh nghiep. Vi th^, thdm nhap edc mang xd hpi tap trung ddng ddo nhdm khach hang muc tieu de hieu rd hon nhu cau cua hp, ddng thdi han che tdi da cac rdi ro eho doanh nghiep la viec tat yeu ma cac marketer nen lam.
Mdt dieu de nhan thay trong cac hoat ddng tren cdc mang xd hdi chinh la k^t ndi ban be (networking) va giai tri (entertainment). 0 khia canh nhu la mdt kenh thdng tin (news Chanel), dnh hudng eua mang xd hpi d Vi&t Nam ehua that su noi trdi. Nhin vao bdng danh gia top 10 trang web dupe truy cap nhieu nhat d Viet Nam hien nay cua Alexa, de thay gan mdt nda (4/10) cae trang web Id nhdng trang thdng tin (news) hay bao dien td. Dieu nay phan nao da ehdng minh cho nhdn djnh dtren. 6 khia canh do, ngud sd dung cdc mang xa hdi d Viet Nam khd khde biet so vd My, que hUPng cua Faeebook va MySpace. Trong top 10 trang web dupc truy cap nhieu nhat d My, khdng he thay ed mdt trang bao dien td hay thdng tin nao.
Tuy sd lupng ngud sd dung ede mang xa hdi d Viet Nam da dat nhCfrig eon sd kha an tUdig nhung con sd nay so vd cdc nude ASEAN cd v^ cdn kha khiem tdn.
Xet d sd tupng ngudi sd dung FacelMok vdi nhdng thdng ke 6dac kiem djnh, tai Singapore, trong tdng sd gan 3,4 trieu ngUd sd dung Internet cd khodng hon 50%, tuong duong g^n 1,8 trieu ngud sd dung mang xd hji nay.
6 Indonesia, 14 trieu tren tdng sd gan 30 trieu ngUd dung Internet Id thanh vien cua Faeebook.
Du sd luong thanh vien edn it hon mdt sd nude khac, song nhdng phdn dng cda eac ban trd
Wet Nam vd Faeebook khd tdt, dac biet vdi nhdng chuong trinh, ke hoach hanh dpng mang tinh cdng ddng eao. Vi du nhu chien djch SEAChange YouthSays phdt ddng d Viet Nam chu yeu tren Faeebook, sau mdt thang da thu hut 15.000 ban tre tham gia tra Idi va ung hd chien djch NgUdi tre Odng Nam A cung Thay doi. Mdt sd fanpage cua cac nhan hieu Viet Nam eung dat xap xi 10 ngan fan, bao hieu eho mdt tuong lai phattrien manh me cua chien lupc quang cao qua cac mang xa hdi. Day qua thuc la nhdng con sd dang khich le vd sU phdt trien cua cdng ddng mang xa hdidVietNam.
NGUY c a ANH Hl/dNGTU DOCANHAN
Song hanh vd su phat then ve sd lupng ngudi sd dung, tdc dpng eua mang xd hpi den dd sdng xa hpi ngay cang rd net. Su tac ddng ay bao ham ed y nghTa tich cUe va tieu cue Trong bai viet Quyen lUc ngam sau mang xd hdi dang tren bao Nhdn Ddn, tac
Khdng the t u choi hay dong cua mang xa hoi, van de la chij dong su dung no mpt each hop ly, ben canh viec hoan thien cac van ban quan ly cung nhu phoi hpp tren pham vi toan cau de huong mang xa hpi vao muc tieu phuc vu Ipi ich chfnh
dang cua cpng dong, cua xa hpi.
gid Anh Khdi nhan xet: "Cd the ndi mang xa hdi (MXH) tren in- to-net la mpt budc tien mdi cua cdng nghe thdng tin, dd va dang thu hut su quan tam eua hang t)/ ngudi tren th^ gid, ddng thdi gdp phan quan trpng trong khi dUa eon ngudi den gan v d nhau hon, dua "the gid do" den gan vdi
"the gid thdt"Tuy nhien, dang sau mang xa hdi ludn cd nhdng quyen lUc ngam, va cdng nghe do con ngUdi tao ra cd the trd thanh mpt cdng cu bj lam dung nham khdng che con ngudi, neu nhU mat canh gidc" Tac gid dat cau hdi: Lieu dd cd bao nhieu ngUd du tinh tdo, du kha nang sang Ipc thdng tin khi tham gia cac MXH, bao nhieu ngUd biet den tac ddng cua cdc MXH, nhat la tac ddng tieu cUc?
Tdc gid Anh Khdi phan tich:
'Thong thdc^g, nhdng ai cd dia chi email thddng hay nhan ddqc tdi mdi hap ddn tham gia Faeebook, Twitter, hay cdc trang ket ban online nhu twoo.com, badoo.com, nhipcauduyen.com, myzamana.
com, vietnamslngle.net... Vd thudng thi cdm gidc ve mot the gidi cdi md, hda ddng vdi nhdng ca hdi kinh doanh vd ket ban de Idm md di sunghi ngai. Cdn gi thO vi hdn khi ddqc tro chuyen, trao doi, hen hd, thodi mdi bdy to quan diem, ngqi khen hay tdng qud vdi moi ngddi cd ciing sd thieh tdkhdp nai tren the gidi. Cd le v'l the, moi ngdy cd hdng ty Idqt ngddi truy cap vdo youtube, wikipedia, google... de tra cdu thdng tin, xem video hoac tdang tac vdi ban be. Thdnh vien MXH thddng Id ngddi tich cut tdi thdng tin len cdc trang web. Thdng tin tren mang xd hpi ddqc gidn tiep thda nhan khi ngddi khai thdc nd nghien cdu vd sddung cho muc dich rieng.
mang xo hdi dang phdt trien nhd mdtxu the thdi dqi, mdt phan td do
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SOCIAL NETWORK
nhu cdu giao luu, chia se, khai thdc thdng tin cua con ngUdi, phan khdc do cong nghe ky thudt so khdng ngdng duac ndng cop. C6 the noi, sd lien l(et gida cdc mang xd hoi vd trang web tren todn cdu cd the bien motsU viec xdy ra tai mdt Idng que hio Idnh thdnh mdi quan tdm cda cd the gidi". (Quyen luc ngam sau mang xa hdi, Bao Nhan Dan ngay 13/09/2012).
Bong tlnh vdi quan diem tren, tac gia Nguyen Hai Oang lai cd mdt gdc nhin khac khi phan tich tinh nang, mue dich cua mang Faeebook, dd la nguy eo"ru ngCi", "gay nghien" ci!ia mang xa hdi dupe sir dung pho bien nhat Viet Nam nay:
Du mang danh nghTa bao ve ngudi dung mang xa hdi eua minh, nhung xem xet cu the thi thay Faeebook da "vd tlnh" cd dpng eho hanh vi khdng minh bach cua nhieu ngudi sijf dung.
Vdi Faeebook, mdt mang xa hpi dung nghla da bien mat nhudng eho eho hanh dpng Ung xis ddi thudng. Chi khac mpt diem, ngudi ta sOr dung tren Internet
ehU khdng phai trong cuoc sdng thuc Faeebook trd thanh nol ngudi dung giao thiep, quang eao ve minh hon la giao tiep, ddi thoai. Faeebook tao dieu kien de ngudi ddng ket ban cang nhieu, cang tot, vl the ban be theo diing nghla tren Faeebook ludn cd the la ngudi xa la, ngudi dung ehi biet den thdng qua nhdng mdi quan he rdi rac. Vi the, nay sinh tlnh hudng ngUdi dung se gap, dpc nhOng thd khdng can thiet. Be khSc phuc Faeebook dUa ra cdng thUe cho phep ngudi sCf dung Faeebook cd quyen bd qua thdng tin hp thay khdng can thiet tCr ban be ma khdng lo se bj mat long hay ae cam qua viec chpn Ipe danh sach. Sap tdi, Faeebook chu^n bi dua them tlnh nang "ddng cam"
(sympathy) vl qua nhieu ngUdi
"thieh" (like) cac tin dau buon, bat hanh dupe viet tren Faeebook.
Cach chieu Idng nay lieu ed hpp ly hay lai la mpt "chieu" tiep theo ru ngO va gay nghien vdi ngUdi sil dung? Bdi hien tupng dang ngay mpt phd bien la ngUdi dung Faeebpok khdng dpc ky eac thdng tin hien len tren tai khoan cua
minh; nhat la sau khi Faeebook cdng bd them Ung dung ddng thdi gian giup thdng tin chuyIn dich li§n tuc, ngudi dung chi vi&:
an vao thU minh thieh thay vl vao trang ca nhan cua mtnh, cija ngudi khac. Hpchi nhan nut thieh nhu mpt thdi quen ddi vdi "ngudi ban" ngUpe lai, cd ngUdi mSc benh nghien duoc "like" dUpe tung hd, bat chap dd ehi la hanh ddng xa giao Khdng thieu k§ viet thdng tin, dang mdt bde hinh de dupc
"like". (SU'bung nd"eOa Faeebook va mdt sd van de dat ra, Bao Nhan Dan ngay 06/02/2014).
Tlnh trang gay nghi§n Faeebook da vUpt tam kilm soat thdng thudng, Jnh hudng tnJc tiep den eudc sdng va chat lupng cung nhu 1^ luat lao dpng. Theo tae g& Nguyen Hal Bang thi tuy chua cd thdng ke chinh xac ngUdi Viet Nam danh bao thdi gian cho Faeebook trong 52 phijt truy cap tren mang va thudng d khung gid nao, tuy nhien can eU vao c^c trang web dich vu lien ket cung nhu eac trang qu^ng cao tren Faeebook, 'ed the th% khoJng thdi gian ngudi Viet Nam truy cSp Faeebook thudng tir 9 gid -10 gid, 14 gid -15 gid, 21 gid - 22 gid vdi viee dang tJi cae bUc hinh, hay thdng bao lien quan den cdng viec nhu: hpp hinh vat vS, s^p khd tinh, lao ddng nghiem tuc- Hai trpng khoang thdi gian do rai vao gid hanh chinh, dUOe ly giSi rang dd la thdi diem nhan vi^n van phdng hop hanh, g\i\ quyet cdng viee, va nhu the l i vi pham Luat Lao ddng". (SU'bung n6"cCia Faeebook va mot sd van de dat ra, Bao Nhan Dan ngay 06/02/2014).
TO ti'nh nang chieu ehudng ngudi sit dung, Faeebook d§ tao ra tam ly de dai khi tiep nhjn thdng tin. Ngudi ta de ding nh^n
74 S627.11iangnnam2014
JRUBICVANH6A
nut like (thieh) nhdng thdng tin vd bd, tham chi la cdi kich dpng tren trang cd nhan ai dd don gidn chi vi lay Idng,"ngoai giao" Cung vi khdi lupng thdng tin qud dd so, sd ban lien ket ddng nen nhieu ngud khdng kjp dpc het ndi dung thdng tin chuyen tdi da nhanh ehdng dUa ra nhdng binh luan thien kien va lech lae ve cac sU Itien, cac van de cOa dd sdng xd hpi ma chua kjp suy xet, kiem chdng cho thau ddo. Nhdng binh ludn nay lai tiep tuc dupe lan tmyen tao xuc tac eho nhdng binh luan md ed khi day vdn de di rat xa vd nguy hai eho nhan thdc ea nhan va cdng ddng.
NGUY CO AN NINH QU6C GIA
Ben canh dd, d mdc dp cao hon, mang xa hdi da dupc mdt sd td chdc, ea nhdn chu ddng sd dung vao eac muc dich cd tinh eliat chinh trt, tap hop luc lupng hoac tung ra nhdng thdng tin gay hai cho ddi phdong. Qua trinh phat trien cua mang xa hdi cung ehda ddng nhieu thay ddi so vdi mue dich ban dau. Nhdng mang xa hdi ra ddi dau tien vao nhdng nam 1990 chi nham mue dich ket ban, tao dien dan trao ddi ndi bd cho cdc thanh vien trong nhdm, khdng he hoac rat it lien quan ehinh trj. Tuy nhien, anh hudng va lUc hap dan cCia eac mang xa hdi ngdy cang Idn vd dan dari ddac eac dai gia tai chinh, cdc the luc chinh tri va nhieu ddi tupng khdc khai thdc de kiem loi. Oayja nguyen nhan rat can ban khien mdt sd mang xa hdi mdt di y nghia ban dau cua nd, chu ddng dUa thdng tin lech lac, thieu ehinh xac hoac edvu cho nhdng tinh nang khdng that sU hddng ve iPi ich cdng ddng,thdmehixaiavP. nen vdn hda va bdn sdc cua ddn tpc
Tac gid dua vi du ve mang Twitter:
"Khdi diem Id mdt dich vu nhdn tin di dpng, den nay, mdi ngay mang xd hdi Tw/itter ed khoang 600 m'eu lUpt ngUd truy cap. De duy tri hoat ddng, mang xa hdi nay dd chap nhdn cdc khoan dau tucua cac cdng ty nhU Digital Sky Technologies ed tru sd tai LB Nga vd thUe hien eac dieu khodn earn ket vd eong ty nay".
(Quyen luc ngam sau mang xa hdi, Bao Nhan Dan ngdy 13/09/2012).
Trudng hc^ Faeebook, mang xd hpi dupc sd dung phd bien nhat Viet Nam va toan cau hien nay eung khdng phai la ngoai l&.Td mdt trang vi/eb ket ndi ban be do Mark Zuckerberg lap nen, Faeebook da trd thdnh mang xa hdi da nang vd sd thdnh vien edn ddng hon cd ddn sd My, LB Nga. Song ai dang that sU sd hCru vd dieu hanh mang xa hdi khong Id nay? Theo tac gid Anh Khdi tht "Mdt sd ngudn tin eho biet, mang xd hdi ndi tieng nhat the gidi nay ddpc sd hdu vd quan ly b d eac ngdn hang va nha dau tu tai chinh khdng Id Rothschilds and Goldman Sachs. Mdi quan he gida CIA vd Faeebook duoc ndi rd
tren trang americasnewsnow.eom vdi nhdng thdng tin khien ngUd dpc giat minh. Trang nay cho biet, chinh ede cUu diep vien CIA la ngUd gdy quy cho Faeebook, va nhdng ngUdi nay da dupe sd dung thdng tin td Faeebook. Cac dieu khodn djch vu Faeebook eung ndi rd rdng, cdng ty sd hdu trang vi/eb nay ddpc sd hdu va cd quyen sd dung bat ky thdng tin nao dang tdi tren trang nay theo bat ky edeh thdc nao td gid (thd diem dang ky) den vd tan. Khi tra Id cdu hdi:"Cd dung id Faeebook that su dupe dieu hanh bdi CIA?"
trang hdi dap cd tieng cua yahoo cd ten mien la answers.yahoo.
com dua ra cau trd Idi rang, cac co quan tinh bdo My nhuCIA, FBI hay NSA chi viee thu thap thdng tin ea nhan ed sdn tren Faeebook dung de chdng lai chinh nhdng ngUd cung cap thdng tin do, neu hp mudn".
Ve mat ky thuat, bat cd ai mudn tham gia vdo mpt mang xd hdi nhu Faeebook hay Twoo.com, deu phai dang ky theo yeu cau eua ngudi dieu hanh trang web.
Do dd viec bj xdm pham dd tU ca nhan mdt each "hdn nhien" hoan
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todn ed the xdy ra. Cdi logic tU nhien dd dupe phan tich nhU sau:
"Thdng thucmg, n g u d tham gia phdi dang nhap mdt tdi khodn email, khai hp ten, g i d tinh, dja ehi, nghe nghiep, thdm ehi ed dieu kien kinh te, quan he hdn nhan, sd thieh cung nhieu t h d khdc Cac thdnh vien dupe yeu cau tdi len hinh dnh cua chinh minh, cdng nhieu dnh thi cdng cd ca hdi biet nhieu thdng tin cua ngUdi khdc Td ngudn thdng tin thu thdp dupe vd t d email cua thdnh vien, ngudi dieu hdnh trang web se nhanh chdng lan ra mdi quan he cua cac thdnh vien dd tren internet, keu gpi cac thdnh vien hdy mdi ban be, n g u d thdn tham gia mang xd hdi v d nhLfng dieu kien uu ddi tai chinh va thdng tin hap dan. Cang thuyet phuc dupe nhieu n g u d tham gia, ban cang ed eo hdi dupe nhieu ngUd biet den, dupe xep vao khdeh VIP, ngUdi ndi tieng.
Cd the, n h u mdt trd cd bae, cang dan sdu vao eac mdi quan he thdn tinh tren mang thi thanh vien cua mang xd hdi cang khd ddt ra, cang khai bdo nhieu hon. Dan dan, cdc thdnh vien mang xd hdi vd tinh eung cap cho n g u d dieu hdnh mang mdt ban ly Ijeh chi tiet ma chinh hp eung khdng ngd tdi, bao gdm nhdng mdi quan he ca nhdn dang le phdi giau kin. Khi hp trd chuyen hoac gdi thU, dnh vd tdi lieu clio ban be tren mang xa hdi, tat cd nhCfrig thdng tin d d dupe lUu gid, va duong nhien n g u d dieu hdnh mang xa hdi biet het nhdng thdng tin nay Se nguy hiem the nao neu nhu ngudi dieu hdnh mang xd hpi sd dung thdng tin ed nhdn eua cdc thanh vien vao muc dich xau, hoac de khdng che, hoac de theo ddi mpi ngUd.
Phan Idn nhdng n g u d tham gia mang xa hdi khdng quan tdm xem ai ddng ddng sau eac mang
7 6 S 6 2 7 . " n i a n g 1 1 n a m 2 0 1 4
nay khdng dpc ky cae dieu khoan tham gia. Khi mdt ngUdi b d qua cac dieu khoan, mac nhien n g U d d d da ky vao mdt hpp ddng cho phep n g u d dieu hanh mang xa hdi t u do sd dung thdng tin ed nhan cua minh. Cung rat it n g U d hoai nghi ve mue dich giao luu vui ve cua edc mang xa hdi, hoac eho rang mang xa hdi dupe lap ra nhdm muc dich icinh doanh thuan t u y ma khdng xem xet den edc mue dich khde. SUvd tU nay cd the phdi trd gia khi tham gia mdt so mang xd hdi cd d u n g y xau".
(Quyen luc ngam sau mang xd hdi, Bao Nhdn Ddn ngay 13/09/2012).
Ben canh nguy co xdm pham t u do ed nhdn, cd nhdng vu viec va nguy cO khde cung hien hdu tren cdc mang xd hdi. B d la nguy ca Ida ddo ve kinh te, nguy cO mat an ninh vdi ea nhdn va gia dinh ede thdnh vien tham gia mang xd hpi. Da cd nhdng vu viec ke xau bdt cdc, t d n g tien, d o t nhap trdm cdp khi biet gia chCi di vang thdng qua nam bat t h d n g tin tren mang xa hdi. Nguy hiem hon, cd nhCmgtd elide, doanh nghiep tao ra mang xd hdi rieng nham l<et ndi edc thanh vien trong t d chdc vdi nhau va ket ndi ed dieu kien v d cae thanh vien ben ngodi nham mue dich true Ipi. Vu Ida ddo bang thu doan mua bdn gian hang dien t d gay xdn xao dU luan thdi gian qua cho thay, muaban24h da sd dung Internet de thUe hien hanh vi chiem doat tai san cua edc cdng dan nhe da, ca tin. ChUa ke nguy CO an ninh d cap d p qude gia cung da dupc canh bdo khi tinh bdo kinh te, eac hacker t h u d n g Ipi dung tdi da eac tien ich cua mang xa hdi, vda khai thac t h d n g tin eua ddi thd, vda tien cdng tren cd phuong dien tai chinh lan ky thuat. Nhieu hacker phat tan vi- rut va ma ddc tren mang xa hdi.
tien cdng cac trang web, blog, t h a m chi tien cdng cd hd thdng bdo mat t h d n g tin eCia edc qudc gia. Cac nha phan tich dd tinh t d edc phien ban eda chien tranh mang, trong d d , mang xa hpi se d d n g vai t r d het sdc quan trpng d o cac trang dien t d nay ndm dupe sd ddng, kha nang phdt tan t h d n g t i n nhanh nhay. Phong trao noi day bao d d n g Mua xuan A - rdp xuat phdt t d t h d n g tin tr^n mang xd hdi la m p t cdnh bao ve nguy cP mat dn ^ n h ehinh trj, gdy hdn loan neu khdng ddqc kiem sodt va ngan chan kjp thdi.
Khdng the t d chdi hay ddng eda mang xa hdi, van de la chu d d n g sd d u n g n d mdt edeh hpp ly, ben canh viec hoan thien cae van bdn qudn ly cung nhU phdi hpp tren pham vi toan eau de hudng mang xa hdi vao muetidu phucvu Ipi ich ehinh ddng cda cdng ddng, eua xa hdi. Ddy la m d t nhiem vu k h d khan can sU n d luc cda nhieu phia, v d nhOhg gidi phdp ddng bd, trong d d bao c h i - loai hinh truyen t h d n g dai chung chinh thdng cd vai t r d cue ky quan trpng. •
O.C.N
Tai lieu tham khio: 1. Nguyen Hdi Dang: "Su "bung no" ciJa Faeebook va mot so van di dat ra" Bdo Nhdn Ddn ngdy 06.022014.2. Ani} Ki}6i: "Quyin tUc ngam sau mang xa hdi", Bdo Nhdn Ddn ngdy 13.092012.3. Nguyen TheK^: "Bdo dien td, trang tin dien td vd mang xa hdi:
Dinh hudng phdt trien vd qudn iy". Tap chi Cdng san, so 12, 2011.4.06 Chi Nghia:
Moi quan h^ giCfa bdo chi vd mang xd tiqi d Viet Nam hien nay, di tdi cap cd sd trong diem, Hoc vien Bdo chi vd Tuyin truyen, 2013.4. Dodn Thi Thudn: 'ThUc trang phdt trien bdo diin td, mgngxa hdi d Wet Nam hien nay", tap chi Tuyen gido s6^ng9nam2011
