NHAT ANH NGUYEN TRANG
02.
RESEARCH
Spreading Traditional Cultural Identity Among Music Programs in Vietnam
The inspiration for this project came from observing how traditional cultural values in Vietnamese performance arts were increasingly forgotten, yet being revived by contemporary artists. I wanted to understand how music programs could transmit heritage in ways that resonate with modern audiences — and I couldn’t wait to explore how research could provide evidence to support a cause I deeply care about.
I contributed by co-authoring major sections of the literature review, coding and analyzing qualitative interviews with cultural experts, and managing portions of a 306-respondent survey dataset. I also applied SPSS to process preliminary data, learning to use new tools quickly to answer meaningful questions. Over time, I experienced the full cycle of research: identifying the problem, designing the study, collecting and cleaning data, analyzing results, and writing up findings. Each step felt like a discovery, a way to connect curiosity with tangible insight.
My perspective was shaped not only by academic study but also by personal experience. On weekends, I would watch online concerts with my parents and sister, exploring global music festivals through YouTube. I also love attending music festivals with friends, and this interest has allowed me to observe realistically how components of a music show impact the audience. Comparing Vietnamese events like Monsoon and HOZO with international ones such as Coachella or Tomorrowland, I began to see how visual identity, thematic coherence, and performance storytelling influence audience engagement across cultures. Bringing this insight into our study helped contextualize our findings and demonstrated how tradition can be revitalized and shared in contemporary music.
I can't wait to bring the knowledge and perspectives I gained from this research into the entertainment industry!
Algorithmic Identities and Cross-Cultural Personal Branding
As my understanding of cultural research deepened, I began asking whether identity and behavior could be shaped by technological systems. I observed that, just as tradition informs an artist’s identity, algorithmic platforms like TikTok and YouTube now influence how creators define and project themselves globally. Drawing on my knowledge of both Vietnamese and international entertainment, I realized this question was especially relevant as independent Vietnamese artists increasingly rely on algorithms to reach global audiences. This insight inspired our second research project: “Algorithmic Identities and Cross-Cultural Personal Branding.”
I took the lead in shaping both the theoretical framework and analytical design of the study. I combined Folk Theories of Algorithms, which explain how users intuitively interpret and respond to invisible algorithmic systems, with Engagement Theory, which shows how metrics like likes and comments drive content reach. From these ideas, I developed three measurable components of algorithmic identity, making the model both testable and replicable for future research.
Managing a dataset from 321 social media users, I ensured that responses were consistent and statistically sound, while interpreting findings with careful attention to nuance. I discovered that an artist’s storytelling coherence matters more than mere online activity, as different types of engagement carry distinct value. At the same time, I critically reflected on the study’s limitations and proposed ways to expand data collection and integrate qualitative insights to capture the lived realities of creators more fully.
This project was a lesson in bridging creativity and analysis. It demanded both empirical precision and empathy for the artistic community, showing me how research can illuminate not only measurable patterns but also the human experiences behind cultural expression.