Article 2 - The race for millions of views distorts cultural norms.

VHO - Behind the vibrant development of Vietnam's entertainment industry, many deviations from cultural norms are gradually becoming more apparent. When scandals, gimmicks, and interaction become the "formula for success," many artistic values ​​are pushed to the background, raising increasingly urgent questions about the responsibility of artists, producers, and the current entertainment environment.

Entertainment Industry: Rapid Growth and Cultural Deviations - Part 1 - The Entertainment Market Boom and the Pressure to Maintain Standards

In the first season of "Beautiful Women Riding the Waves," the controversies surrounding the relationship between Le Quyen and the other "beautiful women" were often edited and dramatized to create controversy and attract attention.

Real numbers - imaginary values

Looking at the bigger picture, the development of digital music and large-scale concerts with tens of thousands of attendees easily gives the impression that the entertainment industry is entering its "golden age." However, alongside this technological and scale-up, many signs of deviation from norms are also subtly emerging in terms of content.

In the era of the "attention economy ," views and trending positions are no longer simply rewards for creativity, but are gradually becoming survival goals. To achieve this, many artists and production companies have accepted sacrificing values ​​that were once considered cultural norms.

In reality, the pressure to maintain constant popularity has pushed many artists down the path of "self-directing" their private lives to attract the public. One common tactic is exploiting romantic relationships as "bait" for artistic projects. The public has often grown weary of the "fake romance" scenarios of couples like Kieu Minh Tuan and An Nguy during the release of the film "Uncle, Don't Marry My Mom ," or the prolonged love scandals of Jack (Trinh Tran Phuong Tuan)...

The exposure of private lives, even post-divorce disputes like the cases of Diep Lam Anh or the artist couple Xuan Huong and Thanh Bach in the past, albeit to varying degrees, all demonstrate a trend of using scandals to maintain media presence. When the line between private life and career is blurred, artistic value is easily lowered like a fast-moving consumer product. Talented artists lacking "gimmicks" easily fade into obscurity, while figures associated with scandals become the focus of media attention.

A clear example of the "deviation from standard content" problem is the increasing number of songs with vulgar, meaningless lyrics or those containing uncivilized undertones. Examples include Jack with his controversies surrounding his behavior and songs like " Chưa bao giờ" (Never Before) ; rapper Pháo with "Sự nghiệp chướng" (Career Obstacle); Gducky with "Miền mộng mị" ( Dreamy Region)... Even rising young artists like Hieuthuhai have been criticized for their song " Trình ", and Bray and Đạt G with " Cao ốc 20" (20-story Building).

The fact that influential artists among young people use offensive language, even promoting a pragmatic and reckless lifestyle, shows that many current products are dominated by a mindset focused on trends and interaction, where attention-grabbing factors are prioritized over cultural values ​​and social responsibility.

Furthermore, the alarming increase in "dishonest performances" is a growing concern. The public has expressed disappointment when some young singers with large fan bases reveal weak, off-key vocals or blatant lip-syncing at major events and live broadcasts. As dishonesty becomes increasingly accepted as part of the entertainment industry, public trust in genuine art is severely eroded.

Hieuthuhai was stripped naked in a controversial incident during the "2 Days 1 Night" program.

Toxic addition

The fierce competition among game show production companies has led many reality TV programs to increasingly rely on staged scenarios to maintain their appeal. The popularity of shows like "Brother Says Hi," "Brother Overcomes a Thousand Thorns, " and "Beautiful Sister Rides the Waves " demonstrates the rapidly developing entertainment market, but this is accompanied by considerable controversy and debate.

One of the most controversial tactics is the "editing" of artists' words and expressions to create fictitious conflicts. In the first season of "Beautiful Women Riding the Waves ," the controversies surrounding the relationship between Le Quyen and the other "beautiful women," or the subtle confrontations that were edited to create drama, generated much debate, even overshadowing the contestants' training and performances.

Similarly, on Rap Viet , the judges and coaches were sometimes reprimanded for their excessive statements and inappropriate use of "street language" on national television. Meanwhile, the tactic of "shipping" and artificially pairing artists together continues to be exploited to attract fans and create buzz on social media.

This "quick fix" mentality has left many negative consequences for young artists. Many faces emerging from game shows are prematurely hyped based on media attention and interaction metrics, while their professional foundations are not yet solid. When their popularity wanes, they easily get caught up in scandals to maintain attention, creating a negative cycle that erodes the creative environment and long-term artistic value.

The deviation from norms is not only in the lyrics but also extends to performance style and aesthetic thinking. The excessively revealing outfits and deliberate attempts to shock with their bodies by some singers have often made the entertainment stage feel distasteful. When shock and controversy are abused as a formula for attracting attention, the public, especially young audiences, are easily drawn to superficial values, while healthy aesthetic standards and decent cultural values ​​are gradually overshadowed.

Given this situation, tightening discipline and restoring order in the entertainment industry is no longer just a warning, but has become an urgent requirement to protect the cultural environment and the spiritual life of society. Mr. Le Quang Tu Do, Director of the Department of Radio, Television and Electronic Information, has repeatedly affirmed the determination to "clean up the garbage" on the internet, and stated that the management agency is implementing technical and administrative measures to limit the appearance of artists who engage in offensive behavior or make statements that violate social norms.

Furthermore, the completion of the legal framework, focusing on amending and supplementing Decree 144/2020/ND-CP and Decree 38/2021/ND-CP, is expected to create sufficiently strong sanctions to deal with individuals who disregard their responsibilities to the public.

Notably, the policy of the Propaganda and Mass Mobilization Department of the Ho Chi Minh City Party Committee to resolutely refuse to invite individuals with misconduct or inappropriate statements to participate in political commentary programs and city-level cultural events is seen as a strong step to restore discipline in the entertainment environment. This is not simply a temporary deterrent, but also reflects a trend towards tightening standards for artists working in public spaces.

The message is quite clear: In today's cultural industry, fame must go hand in hand with social responsibility and a commitment to maintaining a professional image. Artists who repeatedly make mistakes or inappropriate statements will find it difficult to maintain opportunities to appear in mainstream cultural activities.

For the cultural industry to truly become a key economic sector, contributing 7% of GDP by 2030 as targeted, what needs to be built is not just a large market or impressive growth figures, but also a team of artists with competence, professional integrity, and a sense of responsibility to the public. Million-view hits or social media buzz may generate short-term profits, but what defines a nation's cultural standing has never been scandals or attention-grabbing gimmicks.

As entertainment becomes increasingly consumed by the race for interaction, bringing culture back to its core values ​​has become more urgent than ever. Ultimately, what sustains a cultural industry in the long run is not fleeting, glamorous numbers, but the ability to create lasting values, nurture social aesthetics, and maintain kindness in the public's spiritual life.

(To be continued)

Source: https://baovanhoa.vn/van-hoa/bai-2-cuoc-dua-trieu-view-lam-lech-chuan-van-hoa-232069.html