The Illusion of Power in the Online World - Part 3: Reputation Must Go Hand in Hand with Responsibility

Today's online space is not just a place for communication or information sharing, but has become a "stage of power" for influential people, where every post and statement can create a profound social impact. However, the more followers one gains, the greater the responsibility that comes with fame. True power doesn't lie in likes or followers, but in the conscious use of that influence to spread positive, beneficial, and useful information to the community.

In the age of social media, personal image is no longer just a private story, but has become a shared "asset"—a place where the public places their trust and emotions. A KOL with a positive and professional image can inspire and ignite a desire to live a beautiful life and do good work, especially among young people—the group most easily influenced by social media. Conversely, an uncontrolled statement or an inappropriate incident can cause trust to collapse in an instant. Reputation then ceases to be a value and becomes a burden, leaving negative repercussions for the entire community.

On the morning of September 2nd, 2025, at the historic Ba Dinh Square, the moment singer My Tam, dressed in a simple white ao dai (traditional Vietnamese dress), placed her hand on her left chest and sang the national anthem amidst the autumn sky of Hanoi , moved millions. Without gimmicks or elaborate makeup, the "brown-haired nightingale" let her voice and emotions speak for themselves. For over 25 years on stage, she has never relied on hype to maintain her fame. It is this professionalism, integrity, and sincerity that has created a beautiful and enduring image of My Tam in the hearts of the public. Maintaining a positive personal image is not only about protecting oneself but also about protecting social trust. Because when the image of an influential person is distorted, the consequences extend beyond the loss of personal prestige to encompass cultural and value-based impacts within the community.

Images of singer My Tam performing at the historic Ba Dinh Square on the morning of September 2nd.

Artists participate in a parade on the streets of Hanoi during the A80 event.

KOLs are first and foremost citizens and therefore equal before the law. Recently, a series of violations by KOLs in the fields of advertising, business, and online speech have sounded the alarm about the lack of ethical conduct. One typical example is the case of Hoang Huong, once known as the "queen of livestreaming." In October 2025, Hoang Huong was prosecuted by the Investigation Police Department of the Ministry of Public Security for "violating accounting regulations causing serious consequences." From a symbol of dynamism on social media, Hoang Huong became a prime example of the trade-off between personal gain and social responsibility.

The law is not a barrier, but a protective shield for fairness and trust. When KOLs advertise falsely, sell counterfeit goods, or evade taxes, the consequences are not only economic losses but also an erosion of trust in social order. Therefore, along with their fame, KOLs must voluntarily comply with all legal obligations, from declaring income tax and verifying advertising information to protecting content copyrights. More importantly, they need to publicly and transparently disclose their financial relationships with brands to affirm their professional integrity. Only by respecting the law can KOLs' reputations have a sustainable foundation. Only by taking responsibility for their actions can KOLs' influence become a positive resource for the community and society.

The power of KOLs lies not only in their ability to create trends but also in preserving and spreading Vietnamese cultural values ​​amidst the flow of integration. In the era of globalization, where deviant lifestyles, offensive language, and anti-cultural images easily spread, preserving traditional customs and values ​​has become more urgent than ever. Many KOLs have chosen the right path – beautifying the image of the country through every image and every word. Travel blogger Tran Dang Dang Khoa, who travels throughout Vietnam, has brought to the public films and stories full of pride about Vietnamese festivals, people, and customs. For him, each trip is not just a journey of discovery but also a journey of preserving national cultural identity.

Many KOLs travel throughout the country, enhancing the image of the nation.

Conversely, there are also many cases where people choose fame through offensive stunts, disregarding moral values ​​and traditional culture. In these cases, "public opinion" heats up quickly, but social value diminishes. Therefore, preserving traditional customs and values ​​is never outdated; it is a necessary "filter" for Vietnamese people to integrate without being assimilated, spreading the soft power of Vietnamese culture in the online space.

In the virtual world, every statement leaves a real mark. Fame may come from thousands of followers, but credibility is only affirmed by responsibility. KOLs are not only content creators but also opinion shapers, contributing to protecting the Party's ideological foundation, preserving national cultural identity, and strengthening faith in the values ​​of truth, goodness, and beauty. When fame is accompanied by responsibility, influence becomes power. When each influential person knows how to choose to spread positive messages, that is true power in today's online world.

A "front line" in cyberspace

Today's cyberspace is a new front in the struggle to protect ideology, culture, and beliefs. With fake news, harmful content, and distorted and false narratives spreading everywhere, each KOL (Key Opinion Leader) has a responsibility to become an "information warrior," contributing to maintaining purity in the digital space.

Promoting safe and civilized social media use: a crucial way to overcome pitfalls.

On August 18, 2025, the conference "KOLs and the Era of National Empowerment," organized by the National Cyber ​​Security Association in collaboration with the Cyber ​​Security and High-Tech Crime Prevention Department (A05, Ministry of Public Security), marked the first step in the formation of the Digital Trust Alliance (DTA). This network brings together KOLs, businesses, media outlets, and social organizations to create a safe, transparent, and humane digital environment – ​​a "soft defense" of Vietnamese trust.

Recently, on October 24, 2025, the Propaganda and Mass Mobilization Department of the Ho Chi Minh City Party Committee issued Official Document No. 69-CV/BTGDVTU requesting guidance and rectification of cultural and artistic activities showing signs of deviation from norms. This move demonstrates the city's determination to build a healthy online cultural environment, considering KOLs as partners, not adversaries.

To enhance their role as a "digital frontline," dialogues between regulatory agencies, cultural experts, propaganda officials, and the content creation community should be held regularly. When listened to, guided, and supported, KOLs will better understand their responsibilities, transforming their personal influence into a positive social energy. With their powerful influence in cyberspace, KOLs are not only responsible for building their personal image but also for shaping the awareness, culture, and ideology of society, especially among young people. Their responsibility extends beyond maintaining a professional image to include complying with the law, protecting traditional customs and values, spreading national cultural values, and contributing to the protection of the Party's ideological foundation, refuting erroneous and misguided viewpoints. Only when fully aware of their responsibilities can KOLs truly become pioneers, contributing to building a healthy and civilized online environment and strengthening faith in the positive values ​​of Vietnamese society. With their powerful influence in cyberspace, KOLs are not only responsible for building their personal image but also for shaping the awareness, culture, and ideology of society, especially among young people. Their responsibility extends beyond maintaining a professional image to include complying with the law, protecting traditional customs and values, spreading national cultural values, and contributing to protecting the Party's ideological foundation and refuting erroneous viewpoints. Only when fully aware of their responsibilities can KOLs truly become pioneers, contributing to building a healthy and civilized online environment and strengthening faith in the positive values ​​of Vietnamese society.

VIET LAM - DIEP HANG - AN BINH

Source: https://www.sggp.org.vn/ao-vong-quyen-luc-trong-the-gioi-mang-bai-3-danh-tieng-phai-di-doi-voi-trach-nhiem-post820723.html