Physical activity gives health benefits, but is this new to the Vietnamese? : An analysis of articles from Vietnamese newspapers

Abstract: The aim of this study was to analyse how physical activity in the prevention and treatment of diseases, is portrayed in Vietnamese media. This is interesting because the traditional Vietnamese health culture differs a lot from the Western one. The topic is also of immediate importance in Vietnam, because of the increasing numbers of diseases, such as diabetes and cardiovascular diseases, even called non-communicable diseases. This is connected to the decreasing physical activity and increasing obesity in the country. A Swedish-Vietnamese project in Vietnam is going on since two years, with the aim of disseminating Swedish experiences on the topic to the health care staff and the general public. Thirty-one articles have been analysed with regard to cultural references and persuasion means. The methods include rhetorical analysis, quantitative content analysis and semiotics. The theoretical framework constitutes of previous research on characteristics of Vietnamese/Asian journalism in general, and Vietnamese preventive health education in particular. To get a better understanding of the results, various theories such as post-colonialism and cultural hegemony have been used. The findings indicate that the articles portray the health-benefits of physical activity as something new to the Vietnamese people. It was not possible to find any point of similarity to the traditional forms of Vietnamese preventive health propaganda in the articles. The different references in the articles where mostly made to Western sources. The pictures in the articles signal both threat/fear and hope and they portray both people with East Asian-and Western appearance.