Từ khoá : communication in the era of big data.

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Personalized political communication in the age of big data

Personalized political communication in the age of big data

Personalized political communication in the age of big data

Abstract: The digital age with breakthroughs in data collection has rapidly created big data, allowing media subjects to easily identify the public. This is the basis for personalizing the audience receiving media information. The digital age has not only created the foundation but also posed an indispensable requirement for political communication in Vietnam to develop in the direction of personalization. The article initially identifies the trend of personalized political communication based on big data. The author examines a number of successful personalization-oriented political communication campaigns in Vietnam recently and thereby presents some issues in Vietnam.

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