Bài báo khoa học

Multi-platform television has become the trend of world television. With fragmentation and mobility, personalization based on user experience is important for service providers now. In Vietnam, multi-platform television services are thriving, with domestic and foreign service providers. This shows the development of technology and the change in the television viewing habits of consumers. In which, the demand for film and television are the parameters that guide the prevailing discourses in social life, and at the same time, content producers are also based on popular discourses to make films attracting the public. By observation and discourse analysis, the paper will identify and explain the audiences’ taste for soap opera from media and cultural perspective.