The impact of mass media on the spiritual and cultural life of residents In Phu Quy island district, Binh Thuan province

Abstract

     Mass media, with its rapid evolution from analog to digital formats, have become increasingly essential in conveying information and shaping the cultural and spiritual life of communities. In Phú Quý Island District, Bình Thuận Province - a geographically isolated locality with a rich cultural identity - media not only serves as a bridge to the outside world but also influences residents’ perceptions, lifestyles, and cultural values. This study employs a mixed-methods approach, combining quantitative surveys with in-depth interviews, to assess the accessibility, usage trends, and impact of various forms of media (including both traditional and multimedia communication) on the cultural and spiritual life of the local population. The findings reveal a significant shift toward highly interactive digital platforms such as social media, Zalo, Facebook, and YouTube, while television continues to maintain a high level of trust. However, generational divides and limited digital literacy pose challenges to the preservation of traditional culture. Based on these findings, the study proposes community-based solutions aimed at enhancing digital media literacy and building a local media ecosystem grounded in cultural identity.