IMICS Student Advances Research Excellence at Prestigious Asian Media Conference

Taipei, November 2024 — Representing the International Master’s Program in International Communication Studies (IMICS) at National Chengchi University (NCCU), second-year student Rose Nguyen from Vietnam recently made her mark at the "Asian Congress for Media and Communication 2024 International Conference" in her home country. Presenting her research, “Investigating the Interaction Relationship Between Advertising Recognition and Message Relevance on Covert Advertising Reactance: Applying the CARE Model in the Context of TikTok in Vietnam,” Nguyen’s study was recognized among the top 10 research papers at the conference, bringing pride to her program and Taiwan.

Reflecting on this experience, Nguyen expressed her gratitude to her professors, particularly Professor Tsung-Jen Shih and Professor Elaine, for their guidance and mentorship. "My journey would not have been possible without the consistent support from my professors," she shared. "Their encouragement and expertise helped shape my research into something impactful."

This year’s ACMC, themed "Media Construct, Constructive Media," was held in collaboration with the University of Social Sciences and Humanities at VNU HCM in Ho Chi Minh City, Vietnam. Drawing attendees from nearly 20 countries, the conference featured keynote addresses from European and Korean scholars who explored the role of AI in promoting sustainable social change and its applications in education. Nguyen noted that the conference’s parallel sessions inspired new ideas that she is excited to incorporate into her master’s thesis.

Enriching Graduate Studies Through Conference ParticipationNguyen highlighted how her IMICS coursework provided a strong foundation for her research, crediting the program’s emphasis on rigorous, research-oriented proposals. Her project stemmed from a final proposal in the “Current Issues and Research in Advertising” course, while the statistical analysis skills she acquired in the “Statistics in Communication” course enabled her to refine her data analysis. Reflecting on her journey, Nguyen said, “IMICS’ academic rigor was challenging but instrumental in helping me reach this milestone.”

Encouragement and Institutional SupportNguyen expressed deep appreciation for the institutional support available at IMICS and in Taiwan. Faculty actively encourage student participation in academic activities, and funding from NCCU’s Research and Development Office helped cover her travel expenses, making her participation feasible. “Initially, I was uncertain about applying, even after seeing IMICS’ email announcement. Professor Shih’s encouragement gave me the confidence to set a clear research timeline,” she shared.

Nguyen extended heartfelt thanks to her Vietnamese collaborators and to Ms. Giang, an NCCU alumna whose support made a significant difference. She also recognized Ms. Constance for assisting with the paperwork and sponsorship process, which played a crucial role in her journey to the ACMC.

Nguyen hopes her experience will inspire other IMICS students to embrace research and international academic opportunities. “When you set a clear goal, you’ll find a supportive community eager to help you achieve it,” she said, inviting her peers to explore similar opportunities in their fields.

Original text provided by Nhung Thi Hong Nguyen 阮氏紅絨 (Rose), IMICS 2nd-year student