Problementfaltung und Ausgangslage
Forschungsbedarf fỹr eine zukunftsfọhige Berufsausbildung
Vietnam, covering an area of 332,000 km² and home to nearly 90 million residents, including 10 million belonging to ethnic minorities, is a densely populated nation The country aims to transition towards a knowledge-based economy and society, supported by government incentives and investments in various projects These initiatives focus on the production of high-tech, biotechnology, and information technology products Key strategies for innovative development in Vietnam include advanced technology research, the implementation of modern technologies, and technology transfer.
Communication media represent a new industry in Vietnam, acting as a bridge between information technology and increasingly interconnected communication Multimedia technology training began at the Institute of Post and Telecommunications, leading to the introduction of the "Multimedia Communication" program by the University of Information Technology and Communication and Thai Nguyen University by 2013 Additionally, institutions like the University of Journalism and the University of Arts and Design offer courses related to the multimedia communication sector However, vocational schools and training centers have introduced programs for digital and print media designers, but the quantity and quality of graduates remain insufficient to meet the demands of companies Economically, there is a significant contradiction between the need for skilled professionals in these technologies and the historically developed talent pool in Vietnam This contradiction highlights the need for research, which this dissertation aims to address.
Anzahl der benửtigten Arbeitskrọfte im Land
In the field of visual product creation, skilled workers are essential for production and related service companies Experts in communication and media design indicate that Vietnam requires a significant number of professionals annually in areas such as 2D/3D graphic design, animation design, web design, interface design, consulting, advertising, film production, and digital television However, the current workforce is insufficient in both quantity and quality, highlighting the need for improved training and development in these sectors.
„irgendwie“ geschult, aber nicht für einen Beruf ausgebildet werden und folglich auch die berufliche Weiterbildung blockiert ist
Gemọò der Statistik vom staatlichen Zentrum fỹr Prognose des Bedarfs an Arbeitskrọften und Arbeitsmarkt in Ho-Chi-Minh-Stadt benửtigt Vietnam im Jahr 2015 ungefọhr eine
The demand for skilled professionals in the field of media design is significantly high, with millions of job opportunities available However, current human resources in this sector are insufficient to meet the demand, as universities and training centers are only able to fulfill 40% of the required workforce.
Nach Angaben der Vietnam Advertising Association (VAA) gibt es zurzeit in Vietnam etwa
The advertising industry in Vietnam is thriving, with approximately 3,000 local advertising firms and thousands of companies specializing in multimedia design In Ho Chi Minh City alone, there are over 1,300 advertising agencies and hundreds of design firms Various production companies, including publishers, newspapers, television stations, printers, and event organizers, increasingly rely on media designers to meet their growing demands.
Due to the rapid development of communication technology, every province in the country has at least one television station There are a total of 67 television channels in the country, comprising 63 local and 4 national stations, along with approximately 50 companies offering pay-TV services These developments have led to a significant increase in the demand for skilled professionals in digital and print media design, as well as film shooting and editing.
According to a statistic from the Vietnam Printing Association, the printing industry requires at least 2,000 additional workers each year, yet only half of this demand can be met by trained professionals Currently, there are approximately 1,200 printing companies in Vietnam employing around 40,000 skilled workers The demand for labor in this sector is expected to rise significantly in the coming years, coinciding with an increase in the establishment of new businesses, projected to grow by 10% to 15%.
The data indicates that the workforce in Vietnam for the profession of Digital and Print Media Designer is significantly lower than the actual demand Due to the booming information and communication technologies (ICT), as well as advertising and marketing sectors, the need for skilled professionals in this field is rapidly increasing.
Anzahl der benửtigten Arbeitskrọfte in internationalen Unternehmen in Vietnam
According to the aforementioned statistics, 70% of advertising companies in Vietnam are domestic, while foreign advertising firms account for 30% This foreign segment includes major international agencies such as Dentsu, Ogilvy, Richard Moore, Omnicom, InterPublic, and Phibious from Singapore.
Digital Works Entertainment from Japan and Sparx-Virtuos from France are notable companies in the film processing and gaming industry These firms exemplify the growing demand for skilled professionals in the graphic design sector.
Due to rapid economic development, Vietnam's communication industry is striving to train more highly qualified media designers Currently, only a small percentage of local media designers possess the necessary knowledge and experience of the entire business process, despite 30% of international advertising companies operating in the country This shortage highlights a critical issue in securing skilled professionals who can meet the evolving demands of work and design processes, emphasizing the need for "qualified professionals for qualified work" in the industry.
Gleichzeitig beeinflusst der Eintritt Vietnams in die WTO unvermeidlich die
The development of human resources in Vietnam's diverse production and service industries is crucial, particularly for media designers Many prominent global companies are already recruiting Vietnamese media designers, but these roles often involve only specific tasks in media product processing, such as generating product ideas or creating preliminary designs To expand their capabilities, media designers in Vietnam require in-depth and professional training, rather than the existing short-term programs of 6 to 18 months A future focus on professional education in media design could significantly enhance job opportunities for these professionals, both locally and internationally, allowing them to work on projects for foreign companies However, due to the current economic situation, it is challenging to invite foreign experts to provide guidance and share their experiences in Vietnam.
Designing professional training programs for this profession would undoubtedly enhance both the quantity and quality of the workforce, thereby effectively addressing the issue of unemployment.
1.1.3 Verbesserungsbedarf der beruflichen Ausbildung und Verọnderung des alten Berufsausbildungskonzeptes
Vietnam, a developing country in Southeast Asia with a strong agricultural tradition, prioritizes education as its key national development goal to promote sustainable economic growth in both production and services, as highlighted by the Vietnamese government during the National Congress in 2005.
4 alt und verọndert sich nur langsam, insbesondere im Bereich der technischen beruflichen Bildung Es gibt viele Ursachen fỹr diese Verzửgerung Wesentlich sind
• Historisch-kulturelle Grỹnde; z B schọtzt man in Sỹdostasien das Studium an der Universitọt wichtiger ein als das Lernen an der Berufsschule Das hat durch die Kolonialisierung eine lange Tradition
• Objektive wirtschaftliche Gründe; so war Vietnam nach der Entkolonialisierung und den Kriegen nicht reich genug, um eine moderne Berufsausbildung mit den notwendigen sọchlichen und technischen Mitteln aufzubauen
• Subjektive menschliche Gründe als Folge der Geschichte; Defizite in technischen Kenntnissen und technischen Fọhigkeiten oder Einschrọnkungen der pọdagogischen Kompetenz von Berufsschullehrern technischer Richtungen
All diese Ursachen wirken sich im Zuge der wissenschaftlich-technischen Entwicklung bei Berufen der modernen IKT und Mediengestaltung besonders aus und betonen den Forschungsbedarf nochmals.
Bestimmung der Forschungsschwerpunkte und wissenschaftliche Fragestellungen
The scientific relevance of the research stems from the economic development needs in Vietnam and the deficiencies in vocational training Additionally, there are shortcomings at the scientific level, which include structural issues within the education system and the current state and focus areas of vocational education research.
Vietnam is home to four Technical Pedagogical Universities, with the largest and traditional one located in Ho Chi Minh City in the south, alongside three newer institutions in the north and central regions These universities are tasked with training not only future engineers but also lecturers and vocational school teachers for the country To become a teacher at a university, college, vocational school, or training center, individuals must participate in technical pedagogy courses and pass the final examination In 2013, the largest Technical Pedagogical University in Ho Chi Minh City established the Institute for Research in Technical Pedagogy, which currently has 18 members However, this institute has yet to conduct domain-specific vocational education research, including media design, which is the focus of the dissertation project.
Die in Vietnam im theoretischen Forschungsansatz für die Berufsausbildung noch nicht vorhandene Domọnenspezifik fỹhrt zu Beliebigkeit, schwer mửglicher Vergleichbarkeit der
In the past 15 years, educational designers in Vietnam have introduced various programs for media designers in both digital and print, with training lasting up to 2.5 years These courses are tailored to meet the specific needs of different companies, allowing students to fulfill basic tasks within organizations However, this approach has resulted in a lack of foundational knowledge necessary for the profession, which limits their versatility and adaptability to specific demands Consequently, the number of well-trained media designers with a broad professional profile and essential qualifications remains very low.
Due to the absence of a unified training concept, teachers at schools and training centers have developed their own curricula, often neglecting the application of modern teaching methods As a result, students' competencies in product creation are not fully developed; they primarily focus on theory and learning to use specific graphic software Relying on just one software is inherently risky, given the rapid advancements in software technology Furthermore, software serves merely as a tool rather than a key factor in producing successful products Consequently, students lack essential skills, leading to low product quality and an inability to meet customer satisfaction effectively.
This dissertation aims to develop a theoretically grounded and domain-specific concept tailored to meet practical requirements for the three-year vocational training of media designers in digital and print in Vietnam It reflects on the diverse realities of the economy and society and their implications for the training structure, ensuring that learners acquire a wide range of competencies through a reality-oriented education.
A requirements-based vocational training must consider various influencing factors and framework conditions, leading to a complex understanding of a conceptual approach for vocational scientific investigations Legal framework conditions play a crucial role in the training process Binding guidelines for competency development are established through occupational profiles and curricula Consequently, it is essential to determine the learning locations and the teaching and learning methods that facilitate the targeted acquisition of knowledge, skills, and abilities according to the training regulations Additionally, the material and personnel resources, as well as the timeframe for each training phase, must be clearly defined Vocational didactic training concepts aim to enhance the effectiveness of this educational process.
Ausbildungsqualitọt an den Lernorten ab, definieren Ziele und strukturieren Inhalte und die methodische Gestaltung beruflicher Ausbildung
Conceptual work is essential on multiple levels, often referred to as levels of concepts This study focuses on four structured conceptual levels that inform scientific questions and delineate key areas of investigation: a) concepts for occupational profiles, b) curriculum development as a central organizational tool, c) instructional concepts for implementing curricula, and d) vocational didactic concepts that employ diverse methods to enhance teaching and learning across various learning environments.
This dissertation focuses on concepts a and b, establishing frameworks for media design education in Vietnam to ensure comparability and provide guidance for both educators and learners It develops a new professional profile and an advanced curriculum featuring learning fields as a central organizational concept, accompanied by justifications and principles for their implementation The orientation of vocational learning towards workplace requirements and the pedagogically induced connection between work and learning serve as overarching guiding ideas for the foundation of these concepts Key questions arise from this framework.
Zu a.) Ebene „Konzept des Berufsbildes“
The current job profile of "Media Designer for Digital and Print" in Vietnam exhibits several deficiencies, particularly in addressing the essential competencies required for the role It is crucial for this profession to align with the evolving technical and economic demands of a transforming job market Furthermore, the newly developed job profile should be underpinned by guiding principles and organizational frameworks that reflect these changes, ensuring that workforce capabilities meet contemporary expectations.
Zu b.) Ebene: „Konzept eines Curriculums“
The current curriculum structure in Vietnam is significantly influenced by the country's social and economic development Key factors affecting the evolution of the curriculum include the alignment with labor market demands To ensure this alignment, specific approaches and research methods must be implemented during curriculum development Additionally, the transfer of requirements from professional action fields to learning fields is crucial, as it serves as a new central organizational concept This process is particularly relevant for the desired curriculum for digital and print media designers.
7 in Vietnam nutzerbezogen, d h bezogen auf Verantwortliche für die Ausbildung sowie Lehrende/Lernende an den Lernorten aufgebaut?
Zu c.) Ebene „Umsetzung eines neuen Curriculums“
A systematic guideline for implementing the new curriculum, considering the demands of the economy and society, is not pursued in the investigations, as the developed concepts require discussion and adaptation to the conditions in Vietnam Additionally, this would exceed the available time for the studies However, it is possible to draw preliminary conclusions for the development of decentralized resources to support the curriculum implementation (see Chapter 6).
This dissertation does not focus on vocational didactic concepts for designing teaching and learning in vocational education settings However, it develops a more work-oriented occupational profile and a new learning-field-oriented curriculum, which provide vocational didactic orientations for connecting work and learning in the design of professional training processes.
Zur Forschungsmethodik der Untersuchungen
Forschungsstrategie für die Untersuchungen
The research methodology and methods employed must consider the current state of vocational education research and practice in Vietnam, as well as the available time for the studies Although there is a political push for a stronger connection between learning and professional work, there is a notable lack of research addressing the alignment of vocational education with the evolving labor market, particularly in the field of "Digital and Print Media Designer." Consequently, there are few theoretical approaches to work analysis induced by vocational didactics, resulting in limited reliable analytical findings regarding job requirements and their transformation into learning contexts.
Ausgehend von dieser Ausgangssituation sind die Untersuchungen des Verfassers als angewandte Grundlagenforschung zu verstehen D h wissenschaftliche Erkenntnisse aus
This article examines vocational education research, curriculum studies, and educational theories in an international context, comparing them with conditions in Vietnam and focusing on selected key areas The primary source for this research strategy is the findings from vocational education studies and their implementation in German vocational training practices A comprehensive literature review and analytical work will be conducted to conceptually analyze the developmental conditions in both Germany and Vietnam The conclusions drawn from the literature, analytical, and conceptual studies will be compared to provide insights into the differences and similarities between the two countries' vocational education systems.
The literature utilized in this dissertation can be categorized into foundational texts, such as handbooks and textbooks, and literature addressing various in-depth aspects of research, including dissertations, scientific journals, and studies This body of work serves as the theoretical foundation for the investigations, encompassing areas of domain-specific vocational education research, curriculum studies, and more The domain specificity of the research is supported by specialized books on media and communication technology Additionally, foundational literature on general vocational pedagogy and applied literature related to vocational didactics, work analysis, project work, and sustainable development in vocational education is also incorporated This literature establishes the theoretical basis for a new concept concerning occupational profiles and curriculum development.
Important literature focused on vocational education practice includes documents related to the vocational education systems in Germany and Vietnam, educational pathways in these countries, and the corresponding curriculum frameworks and implementation documents under various conditions This comprehensive literature, combined with the theoretical foundation of the research, guides the data collection for further analytical work.
Based on scientific literature and vocational training practices, in-depth analyses are conducted focusing on domain-specific assessments of job requirements through predominantly secondary analyses from applied literature, which provide a broad overview of conditions or processes (macro-analyses) Building on this, model-based micro-analyses are carried out to describe "ideal typical" states and processes within the professional fields of "Digital and Print Media Designer" to explore job requirements (see Chapter 3) Additionally, company websites are examined, creating a foundation for primary analyses in these fields This involves gathering opinions from 110 companies regarding job demands from their perspective, albeit limited to specific areas of the profession By comparing these individual opinions, key focus areas and structured job contents for the profession of Digital and Print Media Designer in Vietnam become evident.
As previously mentioned, the domain-specific analysis of job requirements is central to the analytical work This analysis correlates with additional focal points that emerge from the profile of this applied foundational research.
− Analysen zu ausgewọhlten Aspekten der Berufsbildungssysteme in Deutschland und Vietnam Die Auswahl erfolgt zielorientiert entsprechend der Konzeptebenen Berufsbild und Curriculum
This article analyzes the structure of regulatory instruments in both countries, focusing on their comparative roles in shaping vocational education The analysis differentiates between central regulatory instruments, such as curricula and framework curricula, and decentralized regulatory instruments, including subsequent documents for curriculum implementation Selected didactic and organizational aspects of teaching and learning design, as well as their evaluation in the context of achieving vocational qualifications, are integrated into this discussion.
Zur Quellenlage und Struktur der forschungsrelevanten Quellen
The sources available for research on vocational education in Vietnam are notably limited, particularly regarding the specific relationship between economic and technological developments as driving forces for the evolution of work, professions, and vocational training Unlike Germany, where traditions of research on the interplay between scientific-technological advancements, work, and education were established in the 1980s and 1990s, similar studies have not been conducted in Vietnam This gap includes methodological questions related to vocational didactics and work analysis, leaving the author to rely on relevant German literature Notably, research projects such as "Companies as Systems of Business Processes" (Niethammer 2006) have clarified the relationship between work and learning at both macro (process-related fields of action) and micro (work tasks and their transformation into learning tasks) levels, leading to the development of concepts discussed in Chapter 5.
The deficiencies in curriculum research sources in Vietnam impact the development of vocational education While there is a solid foundation of literature on the theoretical principles of curriculum development and general vocational pedagogy that considers both educational and learning theories, the lack of studies on the relationship between work, profession, and vocational training in light of economic and technological advancements hinders modern curriculum development This gap affects the design of regulatory frameworks at both the central macro level and the decentralized meso and micro levels Consequently, the author must rely on German sources, particularly regarding the interplay between action and learning fields.
Key foundational documents regarding educational and economic policy development serve as vital sources for exploring the objectives and framework conditions of vocational education in Vietnam and Germany In addition to written resources, such as framework curricula, research was conducted on internet platforms, including the "Occupations and Professional Profiles" section on the Bq-Portal of the German Federal Ministry for Economic Affairs and Energy, as well as guidelines for curriculum development on the website of the Vietnamese Ministry of Labour, Invalids, and Social Affairs.
The article analyzes educational literature related to training programs on the websites of renowned media technology institutions in Vietnam The author examined 30 of the most prominent training establishments, ranked by reputation, located in the three largest cities of Vietnam: Ho Chi Minh City, Hanoi, and Da Nang These sources contribute valuable insights from the field of educational science.
Bildungspraxis stellen die Basis für eine vergleichende Betrachtung zwischen Vietnam und Deutschland und damit zur Entwicklung eines erweiterten Berufsbildes sowie zum neuen lernfeldorientierten Curriculum dar (siehe Kapitel 4 und 5)
Extensive resources on media design for print, printing technology, web design, and digital film technology are available in the literature Much of this literature in Vietnam is influenced by international (Anglo-Saxon) sources, which the author has taken into account (see bibliography) However, in recent years, independent sources have emerged that focus on social and economic developments and conditions specific to Vietnam, such as the website of the Vietnamese Ministry of Labor, Invalids and Social Affairs, and the website of Vietnamese vocational education.
Company websites in Vietnam serve as significant sources that complement academic literature and facilitate the analysis of organizational structure, business processes, and workflows These resources are essential for understanding the practical aspects of various professional fields.
„Mediengestalter/in Digital und Print (siehe Kapitel 3) wurden recherchiert:
− Grafikdesign für Print (2D und statische Grafik): Webseiten von 30 Unternehmen,
− Webdesign (statische und dynamische Webseite): Webseiten von 50 Unternehmen,
− Digitalfilmherstellung (3D-Modellieren, 2D-Digitalfilm und 3D-Digitalfilm): Webseiten von 30 Unternehmen
(Genaue Liste der recherchierten Unternehmen, siehe Anlage A)
Organisation und Methoden der Datenerhebung
The methodology for data collection was partially clarified in section 2.2 This section will delve deeper into the analysis of work and documents, highlighting the challenges encountered when selecting focal points for conceptual conclusions drawn from the data gathered.
The article categorizes the fields of action for Digital and Print Media Designers in Vietnam, based on representative sources such as Vietnam's Enterprise Information System and the Center for Vocational Guidance This macroanalysis aims to provide a clearer understanding of job requirements in the profession by examining typical work processes across all categorized fields, which was carried out in two steps.
1 Strukturierung der Arbeitsprozesse in Phasen der Prozessablọufe Diese Grobstruktur entsteht durch vergleichende Betrachtungen von Beschreibungen in der Fachliteratur im Bereich Medientechnik (Makroanalyse)
2 Feinstrukturierung der Phasen der Prozessablọufe auf Basis der Unternehmenswebseiten (Mikroanalyse) Viele Unternehmen im Land beschreiben auf den Webseiten „einen Mix“ von typischen Auftrọgen der Kunden an die Unternehmen, von bedeutsamen Arbeitsschritten zur Auftragsbearbeitung und z T auch von konkreten Arbeitsaufgaben des Fachpersonals Diese Informationen reprọsentieren eine Nọhe zur realen Facharbeit Sie sind zwar als „idealtypische“ Arbeitsprozesse mit Modellcharakter anzusehen, legen aber auch realitọtsnahe Arbeitsanforderungen offen (Nọheres siehe 3.2.2)
Die mikroanalytische Datenerhebung zur Beschreibung von Arbeitsprozessen wird in Tabellen zusammengestellt und mit den typischen Phasen der Arbeitsprozesse aus der Fachliteratur verglichen
Analyse von Ordnungsmitteln zur beruflichen Bildung und nachfolgenden Dokumenten
This analysis is divided into macro, meso, and micro levels The author's concept of these levels is inspired by Gerds' approach, which has been tailored for relevant analyses in the fields of high-tech professions as specified by Storz (2005).
At the macro level, the vocational education systems in Vietnam and Germany are compared through document analysis and relevant literature studies The source "Countries and Occupation Profiles" on the Bq-Portal of the German Federal Ministry for Economic Affairs and Energy provides a framework for selecting focal points This comparison offers an overview of vocational training in both countries and establishes criteria for in-depth analyses of occupational profiles and curricula.
Auf der Mesoebene werden die Curriculumgestaltung und -entwicklung in Vietnam sowie in Deutschland detailliert analysiert Dazu werden
In the initial phase, the documents of existing training programs in Vietnam and the corresponding resources in Germany were reviewed The website of the "Ministry of Labor, Invalids, and Social Affairs" in Vietnam was particularly utilized for this purpose.
In a second phase, a deeper interpretation is conducted using sources that outline the conditions for designing curricula, including the objectives and content of vocational training, as well as guidelines for shaping teaching and learning at various educational locations.
The article utilizes sources from various short-term training programs offered by approximately 30 renowned educational institutions in Vietnam's three largest cities, which are not governed by the regulations and guidelines of the mentioned ministry By creating structured tables, the data collection is organized, serving as a foundation for comparative analyses between Vietnam and Germany (see Chapters 4 and 5).
Die Daten aus den Dokumenten, interpretiert mit den Ergebnissen vergleichender Literaturrechen sind ausreichend für die Analysen auf der Mesoebene
The analysis of teaching and learning processes in Vietnam and Germany is conducted at the micro level, drawing on literature related to educational and learning theories, didactic approaches, and the integration of work and learning, as well as practical educational research projects This includes participation in teacher training in Germany and expert statements on teaching and learning in Vietnam While the micro-level analysis does not specifically address the design of teaching and learning, it sufficiently supports the dissertation's goal of theoretically justifying and conceptually developing innovations for new professional profiles and curriculum development (see Chapter 6) The author deems in-depth methods such as surveys and interviews unnecessary.
Zur Bewọltigung der konzeptionellen Arbeit
The comprehensive literature review, document analyses, and examination of work processes in a comparative study between Germany and Vietnam, along with partial international comparisons, revealed deficiencies in the development of vocational profiles and curricula in Vietnam These deficiencies were organized, prioritized, and qualitatively assessed Additionally, this extensive and time-consuming work led to numerous insights and suggestions for further research in vocational education.
The author faced the challenge of selecting focal points for their independent conceptual work, needing to consider existing deficiencies while also conducting a feasibility analysis to determine what could be realistically accomplished during their doctoral studies without a stay in Vietnam for research purposes In-depth vocational didactic research would have necessitated comprehensive analytical and empirical investigations within the country.
The results of the comprehensive data collection provide a solid foundation for conclusions regarding the selected levels of conceptual work They are deemed fully applicable for the further development of the professional profile "Media Designer Digital and Print." The findings from the research support the new curriculum concept, which is more oriented towards practical work, and they are sufficient for establishing and detailing new, action-oriented learning fields From the ideally described work processes, task complexes can be prepared for various action fields, making them transformable into learning task complexes.
The findings from the data collection contribute to the development of follow-up documents for vocational education practice, including didactically prepared teaching and learning materials at the micro level, aimed at implementing the competency-oriented curriculum Upon returning to Vietnam, the author recognizes significant potential for collaboration in related projects.
Gegenwọrtige Situation der beruflichen Arbeit in Vietnam
Ursprung und Kategorien zur Beschreibung der Handlungsfelder des Berufes Mediengestalter/in Digital und Print in Vietnam
Das Profil des Berufes “Mediengestalter Digital und Print” in Vietnam ist breit angelegt und orientiert sich an wesentlichen Handlungsfeldern des Multimediadesigns Diese Handlungsfelder sind gebündelt in
- Grafikdesign für Print (2D und statische Grafik),
- Webdesign (statische und dynamische Webseite),
- Digitalfilmherstellung (umfasst 3D-Modellieren, 2D-Digitalfilm und 3D-Digitalfilm)
This classification is applicable to Vietnam and has been utilized for 20 years to describe professional profiles due to the demand for skilled workers in the specified fields There is a specification within the area of action.
The advancement of 3D digital filmmaking has led to its dominance in the film industry, causing 2D digital filmmaking to lose popularity over time In Vietnam, 2D digital films are primarily utilized in specific sectors of state enterprises and certain film project segments, such as animation production Consequently, 2D digital filmmaking is not regarded as a main branch of the profession but rather as a supplementary task for professionals in the 3D digital filmmaking sector Therefore, a specialist in 3D digital filmmaking is also capable of handling 2D digital filmmaking tasks.
Kategorisierung der Arbeitsschwerpunkte in den Werbungsunternehmen gemọò den Medienformen
An der Kategorisierung gemọò den Medienformen setzt die Makroanalyse zur Erkundung der beruflichen Arbeit an Sie wird in 3.2 ff fortgeführt und durch Mikroanalysen an idealtypischen Arbeitsprozessen vertieft
As the Vietnamese economy rapidly grows, an increasing number of businesses are being established in the country Every company or organization must develop a brand and advertising strategy that incorporates a variety of visual advertising products Without such a strategy, a business cannot survive or evolve The design of visual advertising products can be differentiated macro-analytically according to three main forms of communication.
- Kommunikationsform Druckmassenmedien: Designprodukte werden auf der Oberflọche bedruckt (Papier, Tuch, Verpackung ) und sind ỹberall als Logo, Kataloge, Pakete, Plakate, Broschüren etc als „Printprodukte“ eingesetzt
- Kommunikationsform Webseite: Webseiten zeigen die Aktivitọten und Produkte von Unternehmen über Computer, Handy, Tablett etc
- Kommunikationsform Film: Werbefilm und -video werden durch Internet, Fernsehen ausgestrahlt, damit die Betrachter es über TV, Computer, Kino, Handy und Tablett ansehen kửnnen
In addition to radio advertising, all other design products for advertising and visual communication must utilize one of the three aforementioned communication forms Consequently, media design companies in Vietnam, particularly their specialized departments in larger firms, can be classified according to these three communication forms: print media design, web design, and 3D film production While many companies focus exclusively on one communication form, others engage in two or even all three The following sections will delve deeper into the key areas of focus for these companies based on the identified communication forms.
Bis Dezember 2018 wurde von der Webseite “Vtown.vn”, die die Statistiken in Vietnam aktualisiert, die Klassifizierung der Unternehmen für Mediengestaltung mit folgender Statistik beschrieben:
* für Printprodukte, so genannte 2D- und statische Grafik:
- 77 Unternehmen für Druckdienstleistung zur Realisierung des Grafikdesignproduktes (vgl http://vtown.vn/category1/genre4.html)
- 58 Unternehmen übernehmen den Bereich Grafikdesign
(vgl http://vtown.vn/category3/genre202.html)
- 126 Unternehmen übernehmen den Bereich professionelles Webdesign
(vgl http://vtown.vn/category3/genre201.html)
- 50 Unternehmen übernehmen den Bereich Hosting für Webseite
(vgl http://vtown.vn/category3/genre204.html)
- 16 Unternehmen übernehmen die Spielgestaltung (game)
(vgl http://vtown.vn/category3/genre206.html)
- 52 Unternehmen übernehmen die Werbung durch TV, Radio und Internet (Broadcast Ad)
(vgl http://vtown.vn/category4/genre303.html)
Die genannten Statistiken spiegeln nur die diejenigen Unternehmen der Mediengestaltung wider, die offiziell im Enterprise-Informationssystem von Vietnam registriert wurden Die
The actual number of such companies is likely higher, as many are not registered on the website "Vtown.vn." However, the data indicates that the classification of media design in Vietnam aligns with three primary areas: graphic design combined with print, web design paired with hosting, and digital film production for 3D gaming and advertising.
Kategorisierung durch die „Universitọt fỹr Naturwissenschaft Ho Chi Minh Stadt“
The advertisement from the leading multimedia training center at the University of Natural Sciences in Ho Chi Minh City emphasizes the theme "On the Path to Diverse Directions in Media Design," outlining the categorization of media designer professions in Vietnam.
1 Designprodukte für Print: a Welche Produkte werden hergestellt?
- Logo, Broschüre, Katalog, Prospekt, Namenskarte, Briefkopf, Ordner
- Webdesign bei HTML und CSS
Graphic design is a creative field that combines art and technology to communicate ideas visually It involves the use of typography, imagery, color, and layout to create compelling designs for various media Understanding the principles of graphic design is essential for aspiring designers, as it enhances their ability to convey messages effectively The profession offers diverse career opportunities, ranging from print design to digital media, making it a dynamic and rewarding choice for those interested in visual communication.
Kategorisierung durch die „Vietnamesischen Design - Gemeinschaft“
Nach der Auffassung der Design-Gemeinschaft ist die Mediengestaltung in folgende Bereiche unterteilt:
1 Grafikdesign für Print: Umschlag von Büchern, Zeitschriften, Poster, Broschüren, Werbung, Visitenkarte und andere Publikationen
3 Filme, bestehend aus Datentrọgern, wie z B DVDs
(vgl http://designs.vn/tin-tuc/tong-quan-ve-thiet-ke-do-hoa_12153.html#.W7IzcPlo REY; übersetzt vom Verfasser)
This classification is notably detailed, clearly indicating that the branches of "Logo and Brand Identity" and "Packaging Design" fall under the category of graphic design for print Consequently, the categorization by the Vietnamese design community aligns closely with other sources, dividing into three main areas.
„Grafikdesign für Print“, „Webdesign“ und „Digitalfilmherstellung“ zusammengefasst werden
Kategorisierung durch das „College für Informationstechnologie Ho Chi Minh Stadt“
The "College for Information Technology Ho Chi Minh City" serves as a premier vocational education center in Vietnam, playing a pivotal role in shaping the standards for other vocational schools in the region It actively participates in curriculum development projects with government bodies and has established strong connections with businesses and industry associations As a result, this institution can be regarded as a key representative source of vocational education practices.
The career orientation of this College for Technology and Information in Ho Chi Minh City aims to prepare Multimedia Design graduates for diverse job opportunities in various fields.
- Facharbeiter in den Bereichen Grafikdesign, Bildbearbeitung wie: Werbung, Druck, Seitenlayout, Bildbearbeitung
- Facharbeiter im Bereich Webdesign wie: 2D-Design (Flash Animator), Gestaltung der Schnittstellen von Webseiten
- Facharbeiter in den Bereichen Audio- und Video-Editor, Erstellung des Szenenbuchs (Storyboard), VFX und Compositor, Spiele-Produzent und Modellieren fỹr Auòen- sowie Innenarchitektur (3D-Animator, 3D-Modellierer)
(vgl http://itc.edu.vn/nganh-do-hoa-ung-dung-da-phuong-tien; übersetzt vom Verfasser)
Kategorisierung vom „Zentrum für berufliche Orientierung“
The official website of the Career Orientation Center outlines that the profession of media designer, along with its specializations, is aligned with specific fields of action To pursue a career as a media designer, one must be capable of engaging in these essential areas of activity.
2D graphic design for print encompasses the creation of essential advertising materials such as posters and brochures, as well as the development of corporate identities, including logos, packaging, and employee uniforms Additionally, it involves designing books, newspapers, and magazines These products are crucial for any business to effectively promote and sell their products and services.
Web design plays a crucial role in today's digital landscape, where advancements in information technology provide individuals with flexible options to explore products and services Whether through computer searches, phone inquiries, or television advertisements, targeted actions are made possible Additionally, websites and relevant forum platforms are essential for the advertising, distribution, and sale of goods and services A website is often viewed as a reflection of a business and serves as the official portal connecting companies with customers and partners.
Digital film production aims to present products in a more lifelike manner, enhancing human experience through motion, sound, color, and lighting effects This approach is evident in fields like 3D furniture design, architecture, and construction, where 3D objects can represent anything from small bridges to houses or underwater tunnels.
(vgl http://fixi.vn/nganhnghe/nha-thiet-ke-do-hoa/; übersetzt vom Verfasser)
An article on the popular Vietnamese website "Dan tri" categorizes graphic design within the realm of education, highlighting the use of software for image processing, vector drawing, and layout design to create digital files These files are then printed on various media such as book covers, newspapers, magazines, and outdoor advertisements like posters and buses Additionally, multimedia design encompasses advertising, communication, and digital entertainment products, including web design, digital filmmaking, sound processing, visual effects, gaming, interior architecture drawing, and 3D animations.
Zusammengefasst: Durch Verallgemeinerung der analysierten Quellen kửnnen drei Hauptbereiche von Mediengestaltung in Vietnam unterteilt werden (siehe Abbildung 1):
Untersuchungen zur beruflichen Arbeit in Vietnam auf Basis „idealtypischer“
3.2.1 Rahmen für eine berufsdidaktisch induzierte Analyse beruflicher Arbeit
Research on professional work generally aims to explore job requirements and can be conducted with various objectives, such as designing work organization, optimizing workflows, or enhancing ergonomics in work actions In addition to these scientific perspectives on the category of "work," numerous social aspects of a changing work environment warrant investigation The author's research on professional work is driven by vocational education and focuses on aligning professional learning more closely with job requirements In Vietnam, the integration of work and learning is viewed as a new approach to developing professional competencies The current deficiencies in this area have already been addressed in Chapter 1, where the problem formulation and justification of the research focus were discussed.
The methodological approach to vocational research can be diverse and is ultimately influenced by research traditions that have emerged under specific social conditions In Germany, such traditions have been established since the 1980s, developed in domain-specific contexts, and gradually integrated as a fundamental component of vocational education research.
2005 und 2018, Niethammer/Storz 2002 und 2010, Jenewein 2013) Die Erkenntnisse langjọhriger domọnenspezifischer Untersuchungen in der Beruflichen Fachrichtung
Chemietechnik der TU Dresden zur Verbindung von Lernen und Arbeiten wurden mit zahlreichen Untersuchungen gesichert und von Niethammer zum forschungsmethodischen Ansatz einer „didaktisch-induzierten Arbeitsanalyse“ verallgemeinert (Niethammer 2006)
The author's research is guided by existing traditions that link professional learning with work, while also considering the unequal starting conditions in Vietnam Comparable research traditions have not been established, and methodological experiences are limited to a few studies These gaps, along with the absence of original primary analyses exploring professional work requirements during the study period in Vietnam, are critical factors influencing the methodological specifications of the author's investigations.
Abbildung 1 Kategorie der Arbeitsschwerpunkte des Berufes Mediengestalter/in in Vietnam
Der Verfasser geht davon aus, dass Untersuchungen zur beruflichen Arbeit über
„idealtypisch“ beschreibbare Arbeitsprozesse erschlossen werden kửnnen Fỹr die unter 3.1 strukturierten Handlungsfelder des Berufes kann man allgemeine Arbeitsprozesse beschreiben und die Handlungsfelder “Mediengestaltung für Print”, “Webdesign”,
Digital film production can be explored from a variety of global sources within the field of media design and can be described in an "ideal typical" manner This description highlights both the "outer process structures" for workflows across different business sectors and the areas of activity, including "core activities" that are essential for the progression of work processes.
Grafikdesign für Print Webdesign Digitalfilmherstellung
Mediengestalter/in Digital und Print in Vietnam
3D-Modellieren für Mửbel, Architektur, Bauwesen
Twenty-two micro-analytical inputs can be used to model potential work tasks and describe their internal psychological structure, specifically the work requirements involved The following sections will detail this methodological approach and the work requirements explored within it This analysis aims to inform a "didactic transformation" of work tasks for professional learning purposes.
The adequacy of "curricula" and subsequent regulatory instruments remains uncertain, with reference to Chapter 6 for further details The author emphasizes that the results derived from the "ideal-typical" analysis of work processes necessitate a comparison with "real-typical" work processes and tasks, leading to primary analytical investigations in Vietnam This dissertation lays essential foundations for such research.
3.2.2 Zum Verhọltnis von Gesamtberuf (Allgemeines) und seinen Handlungsfeldern (Besonderes)
The profession of "Digital and Print Media Designer" in Vietnam encompasses three key areas: "Graphic Design for Print," "Web Design," and "Digital Film Production." A commonality among these fields is that they all follow a similar workflow structure, which includes phases such as client briefing, design product drafting based on client objectives, modifications according to client feedback, and realization of the design through computer technology This comparability establishes a framework for a consistent overview of the process flows involved.
Differentiations in the description of the fine structure of work processes across various fields arise from the diverse content of tasks during different work phases Customer orders vary, and the design product's development differs in its content The "internal psychological process structure," which encompasses the cognitive processes for regulating actions when handling customer orders and the necessary knowledge, is therefore distinct This varied "internal process structure" also stems from the use of technology as a work tool Media designers across the three fields utilize common information technology tools, especially computers paired with peripheral devices (such as printing and cutting technology, as well as external services), along with various software techniques to create design products However, the inputs and outputs for order processing differ significantly, and the use of software varies or requires different combinations across the fields, leading to noticeable distinctions in the description of the fine structure of work processes during each work phase.
Für die Weiterentwicklung des Berufsbildes sowie die Gestaltung eines neuen Curriculums unter Beachtung einer stọrkeren Arbeitsorientierung ist die Berỹcksichtigung des Verhọltnisses zwischen allgemeinen und besonderen Arbeitsanforderungen wichtig Im
Folgenden werden, ausgehend von den Produkten des Arbeitsprozesses, wesentliche Unterschiede fỹr die drei Handlungsfelder herausgestellt, die dann spọter bei der Beschreibung der Feinstruktur inhaltlich vertieft werden
Output from graphic design for print is a surface printing product, meaning it is a static product viewed by audiences in public through printed copies The design is produced in large quantities using modern printing technology, necessitating the conversion of the graphic design file into a print-ready format Most graphic design companies in Vietnam do not have in-house printers, requiring designers to collaborate with printing services and consult clients regarding print quality and pricing This establishes a tripartite working relationship among graphic designers, clients, and printing service providers.
Web design results in a programmed website that is accessible to a wide audience across devices such as computers, smartphones, and tablets Web designers utilize software technologies to create digital layouts, which are then programmed and uploaded to the internet This allows users to view the website and understand the connections between its pages Each web product is a software solution that clients utilize after delivery, maintaining and updating content as needed Consequently, web designers have specific responsibilities to educate clients on website usage, maintenance, and further enhancements.
Digital film production involves diverse representations of moving images for television and, when processed through film projection software, for computers, smartphones, and tablets A key distinction in the workflow of digital film production, compared to other fields, is the presentation of creative ideas and concepts in the form of scripts and scene breakdowns Film production necessitates collaboration among media designers, particularly in large projects that involve numerous partners, such as directors, cinematographers, audio editors, and actors Additionally, the film production process requires advanced editing techniques and specialized film editing software.
3.2.2.1 Erkundungen idealtypischer Phasen des Arbeitsprozesses des Handlungsfeldes “Grafikdesign für Print”
In the field of "Graphic Design for Print," the following outlines the idealized work processes, detailing their phases and content Key references include "A Graphic Design Project from Start to Finish" by Pujagut, Garcia, and Oliver (2010) and "The Complete Graphic Designer: A Guide to Understanding Graphics and Visual Communication" by Hembree (2006) These sources provide a comprehensive understanding of the fundamental principles and workflows essential for successful graphic design projects.
Grafikdesigns“ /Ambrose, G.; Harris, P., München 2009/ “Graphic Design School” /Dabner, D.; Stewart, S.; Zempol, E., London 2014)
Abbildung 2 Prozesskette des Handlungsfelds Grafikdesign für Print
In the realm of graphic design for print, the work process can be generalized into a series of phases that form a coherent workflow structure This framework provides analytical insights into the specific requirements of each stage along the process chain The key phases include the client brief, project definition, planning, and analysis.
Entwicklung des Konzeptes zur Gestaltung
Arbeitsgruppe organisieren Struktur des Inhalts
Kundenvorgabe, Entwicklung des Konzeptes zur Gestaltung, Prọsentation, Produktion, Bewertung des Ergebnisses (siehe Abbildung 2)
ARBEITSPHASE: ERFASSUNG DES KUNDENAUFTRAGES (Kooperationsfestlegung zwischen Unternehmen und Kunden)
Graphic design clients can be businesses, public institutions, or individual legal and non-legal entities When a new design project arises, the media designer, representing the media company, must first collaborate with the client to understand their requirements Analyzing the client's order is a complex task that involves various methods of communication, such as interviews, to systematically capture the client's vision This intricate requirement will be described in more detail below.
Besondere Arbeitsanforderungen bei der Erfassung des Kundenauftrages
At the outset, the media designer may communicate with clients via phone or email to arrange a meeting During this initial interaction, clients outline their design requirements and objectives This first meeting allows the media designer to establish a preliminary understanding of the project's goals.
Zur Bestimmung von Feinzielen sind für beide, Mediengestalter und Kunde, Kontakte in Form von Informationsveranstaltungen und Interviews zu organisieren
Einbeziehung der Mediengestalter in die Arbeitsprozesse - eine Zusammenfassung
3.3.1 Untersuchung von 30 Unternehmen für Printmedien in Vietnam
Bestimmung des Projekts Planung Analyse der Kundenvorgabe Entwicklung des Konzeptes Prọsenta- tion
Spezifizierung des Projektes – Kommuni- kation zwischen Kunden und Zielgruppe
Bestim- mung der Haupt- aspekte
Bearbeitung nach Rückkopp- lung des Kunden
Bestimmung des Projekts Planung Analyse der Kundenvorgabe Entwicklung des Konzeptes Prọsenta- tion
Spezifizierung des Projektes – Kommuni- kation zwischen Kunden und Zielgruppe
Bestim- mung der Haupt- aspekte
Bearbeitung nach Rückkopp- lung des Kunden
Tabelle 1 Reale Arbeiten von Unternehmen für Printmedien
The results of the preliminary analysis will be evaluated in relation to the phases of the work process In this assessment, the author's experiences will also be considered to generalize the findings for Vietnam.
The analysis of customer orders is an essential part of project processing, as confirmed by 100% of the surveyed media companies This finding underscores the necessity for these companies to prioritize customer requirements before initiating any design work Without this customer-centric approach at the onset of project execution, media companies would struggle to exist and evolve in a competitive landscape.
Spezifizierung des Projektes - Kommunikation zwischen Kunden und Zielgruppe: 50%
While all media companies focus on client demands, only half of them consider the needs of their target audiences and the communication solutions between clients and these audiences The remaining companies may overlook the critical aspect of market research that takes audience requirements into account Additionally, they might lack the financial resources necessary to explore audience expectations, making them dependent on client directives.
Only a small number of media companies prioritize creating a structured and binding written document for their projects Typically, they proceed directly to design based on a written record of the client's order or project specifications This approach is often seen in small and/or inexperienced companies.
Most companies operate on a schedule, yet only 13.3% acknowledge the need for a professional timeline that considers all aspects of project management This indicates that many businesses proceed with project execution based on somewhat incomplete customer information, often recorded informally in notebooks.
Approximately half of print media companies fail to recognize the importance of a deeper analysis of client requirements While more than half prioritize selecting key aspects of these requirements, less than one-third consider the content structure in their design process Only 46.7% of companies that develop creative briefs for projects demonstrate a professional approach to print media design The creative brief is crucial for guiding design decisions, and all agencies should adhere to this practice In Vietnam, it is common for media designers to begin their work immediately after gathering client information, without a creative brief, which proves to be ineffective.
Statistics reveal that only half of media companies develop a concept for visualizing ideas In most organizations, ideas are typically sketched on paper before they are officially formalized A key responsibility of media designers is to transfer the design elements of a media project from paper to digital format.
In only 23.3% of the companies examined do design teams present their ideas The author observes that in Vietnam, it is still common for most companies to send a written document outlining design concepts to clients or to meet with them in the office to discuss ideas on the computer Occasionally, some new or familiar clients do not request a presentation, as they have complete trust in the media designer's expertise.
„Vertrauen“ erscheint als eine Vereinfachung, ist aber nicht professionell und sehr riskant für die „unkomplizierten“ Kunden
Bearbeitung nach Rückkopplung des Kunden: 76,7%
Based on customer feedback, media designers should revise their designs to enhance project success, as indicated by 76.7% of media companies However, a few other firms do not acknowledge this requirement, believing that both they and their clients can achieve satisfactory results without fine-tuning the design.
Only 13.3% of the analyzed companies evaluate their work outcomes, highlighting a significant issue within the print media sector in Vietnam The working group should assess the efficiency of their media product development process, identify areas for improvement in future projects, and gauge customer satisfaction with their work By evaluating results, the design team can gain valuable experience.
In summary, the analysis of companies in Vietnam reveals a varied landscape regarding their adherence to essential requirements of the ideal work processes in print media design Many businesses neglect these critical aspects or lack sufficient experience in their implementation within the workflow Furthermore, widely accepted principles for achieving optimal process design through results-oriented communication in customer chains are still largely absent in the industry.
3.3.2 Untersuchung von 50 Unternehmen für Webdesign in Vietnam
Planung des Projektes Design-Phase Prọsentation Programmierung Launch-Phase Post-Launch-Phase
Planung des Projektes Design-Phase Prọsentation Programmierung Launch-Phase Post-Launch-Phase
Planung des Projektes Design-Phase Prọsentation Programmierung Launch-Phase Post-Launch-Phase
Tabelle 2 Reale Arbeiten von Unternehmen für Webdesign
The results of the preliminary analyses for the field of web design will be evaluated in accordance with the phases of the work process The author can draw on extensive practical experience to assess the results and their general applicability to Vietnam.
Das 100% der genannten Medienunternehmen den Kundenauftrag erfassen, zeigt, dass die Kundeninformationen wichtig und unverzichtbar für die Gestaltung der Webseiten sind
At the outset of project planning, it is crucial to analyze customer requirements, a practice recognized by over half of the companies studied In contrast, some web designers jump straight into the design phase based on vague and poorly structured customer information, which is inadequate for project success The emphasis on well-structured customer requirements and their analysis likely stems from the misconception that one can simultaneously conduct customer information analysis and web design.
Erstellung des Flussdiagramms/Flowcharts (Webarchitektur): 28%
Only 28% of media companies emphasize the importance of flowcharts, indicating that most businesses underestimate the comprehensive view of the entire project processing chain and lack professionalism Without a structured arrangement of different pages and consideration of the holistic process flow and interconnections between pages, websites become one-dimensional and fail to capture the client's overall logic While some web companies may support the "creation of flowcharts" with their own experiences over time, this is not an optimal economic solution The author believes that societal support for the development of greater professionalism through qualified personnel is necessary.
Auswahl der Datenbank und Technologie: 40%
Only 40% of companies believe that thorough preparation of databases and technology directly impacts the success of subsequent project phases These companies underestimate the need for ongoing adjustments and optimizations of databases, techniques, and tools throughout the project lifecycle, which can result in unexpected time and resource expenditures.
Arbeitsphase Gestaltung der Webstruktur – Die Design-Phase: 100%
Die Gestaltung der Webseite ist die unverzichtbare Hauptarbeit 100% der Unternehmen führen diese Arbeitsanforderung durch