On March 31 and April 1, 2025, the Faculty of Public Relations - Communications at Van Lang University hosted two special sessions led by distinguished professors from Bournemouth University (United Kingdom): Professor Daniel Jackson and Professor Janice Denegri-Knott. These lectures offered a comprehensive perspective, ranging from the global media landscape to in-depth analyses of consumer psychology in modern advertising.

Seminar: “Crossing the boundaries of Journalism and Advertising Communication”

On March 31, 2025, during the seminar titled “Crossing the boundaries of Journalism and Advertising Communication,” Professor Daniel Jackson shared a series of studies in the fields of multimedia communication, journalism studies, political communication, and public relations. He emphasized the decline of traditional journalism, particularly in advertising revenue, which has dropped sharply from over USD 100 billion in the early 2000s to just USD 25 - 30 billion in 2024.

According to Professor Jackson, this decline is primarily due to the shift toward online platforms. Digital journalism allows readers to access news rapidly and free of charge, prompting advertisers to redirect their spending toward digital channels. As a consequence, newspapers have been compelled to reduce staff, triple workloads compared to 20 years ago, and inevitably compromise content quality.

Meanwhile, the field of public relations has seen robust growth, emerging as one of the fastest-growing industries. In Western countries, the number of public relations practitioners now vastly exceeds the number of journalists, reaching a ratio of five PR professionals to every one journalist in the United States. Leveraging their deep understanding of media operations and strategic networking, PR professionals play a pivotal role in shaping public discourse and embedding corporate messaging across media platforms.

Professor Jackson also raised concerns about “churnalism” - a term describing the increasing reliance of journalism on press releases and corporate-provided content, often published without independent verification. Through specific case studies, Professor Jackson demonstrated how public relations may dominate media narratives, thereby deteriorating information quality and eroding public trust.

Furthermore, Professor Jackson explored the concept of native advertising - a marketing technique designed to blend seamlessly into editorial content, making it difficult for readers to distinguish between paid promotions and independent journalism. Native advertising exemplifies the intrusion of commercial influence into editorial spaces, posing significant challenges for transparency and media ethics.

Seminar: “Writing Skills in Advertising and Psychology”

On April 1, 2025, the seminar “Writing Skills in Advertising and Psychology,” delivered by Professor Janice Denegri-Knott of Bournemouth University, attracted enthusiastic participation from Van Lang faculty and students.

Professor Denegri-Knott introduced a fascinating perspective on consumer behavior by examining the diverse psychological profiles of motorcycle riders. Although they may be viewed as a homogeneous target group, motorcycle consumers exhibit wide variations rooted in social background and individual personality, resulting in distinct emotional experiences while riding.

The professor noted that motorcycle consumers could be categorized into two distinct personality types: extroverts and introverts. Extroverts tend to view their motorcycles as symbols of success and masculinity, while introverts perceive their bikes as tools for freedom and quality travel experiences. This segmentation opens opportunities for advertising agencies, such as Kawasaki, to develop dual messaging strategies tailored to these divergent customer groups.

Delving deeper into personality theory, Professor Denegri-Knott emphasized its critical role in shaping consumer behavior. She explained that personality reflects the unique psychological traits of individuals and significantly influences decision-making processes. With regard to advertising, recent studies show that customizing communication strategies based on an individual’s psychological drivers can greatly enhance persuasive effectiveness.

One personality trait highlighted by the professor was conscientiousness, associated with a desire to perform tasks diligently, accompanied by organization and discipline. People with high levels of conscientiousness are generally reliable and tend to achieve long-term success. However, when taken to extremes, this trait may lead to workaholism, a relentless pursuit of perfection, and compulsive behaviors.

Professor Denegri-Knott concluded: “It is not our loved ones, but AI algorithms that understand us best.” This remark served as a cautionary note on the growing influence of advanced technologies in analyzing consumer behavior and optimizing advertising campaigns.

These two academic seminars not only offered valuable exposure to global practices in media and business but also empowered Van Lang University students to better understand the international context, equipping them with greater confidence as they pursue their future careers.

News: Dang Khoa, Phu Hau
Photos: Tram Le