Keeping up with the development trend of digital media, Vietnam News Agency introduces the Virtual Space Exhibition to visitors at the National Press Festival 2024. Photo: VNA
In the context of globalization and increasingly deep international integration, the press, especially the mainstream press, is increasingly affirming its role as an important bridge between Vietnam and international friends, contributing to clarifying the country's voice, spreading national values, thereby strengthening the prestige, image and influence of Vietnam in the international arena.
Press - strategic communication channel in promoting the image and official views of the country
Right from the early days of the revolution, when Leader Nguyen Ai Quoc used his pen in Le Paria (The Miserable) to condemn colonialism and arouse the spirit of national liberation in the hearts of overseas Vietnamese, the press was soon established as a powerful foreign policy tool. From wartime to peacetime, the press has always accompanied the cause of protecting national sovereignty , preserving the country's image and strengthening the trust of international friends in the justice, the path and ideals of the Vietnamese people.
In the current period, the press, especially the mainstream press, has become an indispensable component of the “soft” diplomatic strategy, in addition to diplomacy in the fields of politics , economics, culture, society, etc. Through the language of modern communication, the image of a steadfast, flexible, humane and responsible Vietnam has been conveyed to the international public, not only through words, but also through specific actions that have been recorded and analyzed convincingly by the press.
The press not only reports news but also shapes the country's official voice and viewpoint to the world, through an increasingly professional system of foreign press agencies such as: VietnamPlus, Vietnam Pictorial (VNA), VTV4 (Vietnam Television), VOV5 ( Voice of Vietnam ), multilingual People's Electronic Newspaper...
These agencies are increasingly playing the role of a bridge between Vietnam and friends around the world, helping to convey national messages accurately, quickly, in multiple languages, and on multiple platforms. High-quality content, with thorough investment in policies, culture and people, along with modern products such as interactive graphics, bilingual videos, podcasts, cross-border digital campaigns, etc. are contributing to shaping the image of a dynamic, open, potential and trustworthy Vietnam.
Not only reflecting high-level foreign affairs activities, the press also promptly and widely publicized international events organized by Vietnam such as: APEC Conference in 2017, World Economic Forum WEF ASEAN in 2018, US-North Korea Summit in 2019, ASEAN Summit in 2020, Southeast Asian Games - SEA Games 31 in 2022... These events, through the press, not only demonstrate the capacity to organize major events, but also convey a clear message about Vietnam's responsibility, role and vision in global issues.
Reporters from various news agencies report on US President Donald Trump's press conference on the results of the second US-North Korea Summit (Hanoi, February 28, 2019). Photo: Minh Dong/VNA
At the same time, the press also plays a role in promoting the national brand - an increasingly important factor in an open economy. Media campaigns promoting Vietnam's tourism, agricultural products, and high-tech products, promoted by the press both domestically and internationally, have contributed to supporting businesses in accessing global markets, while promoting Vietnamese culture and lifestyle.
The image of Vietnamese coffee, traditional handicrafts, green technology, clean energy, especially the creative startup story spread by the press are gradually creating a unique national identity value for Vietnam on the world map.
Another important contribution of the press is its ability to refute false and distorted information. In the era of social media development and information disruption, the mainstream press is the mainstay to affirm the truth and protect the national image.
The series of articles fighting on the information front about sovereignty over islands, democracy, human rights, socio-economic issues, etc. not only help orient domestic public opinion but also contribute to building trust in the international community in a transparent, responsible and law-abiding Vietnam. Without timely rebuttal from the mainstream press, the national image and reputation could be seriously damaged.
Thus, it can be affirmed that the Vietnamese revolutionary press is not simply a news carrier, but a force that accompanies the dissemination of the nation's voice and image, and protects national interests on the international media front.
Strengthening foreign press capacity in the digital age
"HTV Space" brings interactive digital space experience for the first time at the National Press Festival 2024. Photo: VNA
In the digital age, besides opportunities, Vietnamese foreign press is also facing significant challenges.
That is the requirement for team specialization. Foreign journalism requires reporters to not only be good at their profession but also have a global mindset and deep understanding of politics, culture, and foreign languages.
It is also a requirement to innovate the form of expression to keep up with the world media trend. Modern journalism needs to shift from traditional propaganda writing to creative, highly interactive storytelling forms, integrating digital technology, podcasts, short videos, and cross-border social media communication.
Another important requirement is to ensure the quality of information. In the context of AI content generation becoming more popular, the role of “verification and orientation” of mainstream media becomes more important than ever. The difference between newspapers and social media platforms is reliability, accuracy and social responsibility. These are key factors for the press to continue to maintain its role in strengthening the country’s soft power, spreading the image and values of Vietnam in a positive and convincing way to international friends.
To overcome the above challenges effectively and sustainably, it is necessary to build a modern, professional and long-term vision external communication ecosystem.
Communication is only truly effective when integrated into a comprehensive, synchronous and in-depth strategy. Therefore, it is necessary to strengthen coordination between press agencies with the Ministry of Foreign Affairs, friendship organizations, cultural creative establishments, overseas Vietnamese communities, etc. to form a national information system with strong influence, high reliability and the ability to shape international public opinion.
Each television program, bilingual column… if invested in the right direction, can become a link in an effective soft diplomacy strategy. At the same time, there must be a mechanism for selecting, training and treating appropriately to retain good journalists with international capacity…
The modern "Nhan Dan e-newsroom" is one of the important solutions to realize the digital transformation strategy, strongly applying technology to the journalism activities of Nhan Dan Newspaper. Photo: Thanh Dat/VNA
At the 9th National Press Awards Ceremony for Party Building, General Secretary To Lam emphasized: “The new era also places new, higher requirements and tasks on revolutionary journalism, requiring the press to develop accordingly, grow together with the nation, and be worthy of professional, humane, and modern journalism.”
In the digital age, that mission is not only to reflect and orient domestic public opinion, but also to represent Vietnam in the global media space - a silent "information diplomacy front" with enormous influence.
It can be seen that, over a century of formation and development, the Vietnamese revolutionary press has not only played the role of “the loyal secretary of the times”, but also become a shock force on the information diplomacy front. In the context of strong globalization and digital transformation, foreign press is expected to play a strategic role in spreading the image of a peaceful, stable, innovative and potential Vietnam to international friends.
Close coordination between press agencies and the Party and State's foreign affairs system, along with the continuous improvement of professional capacity, technology and global thinking, will be the foundation for the press to continue affirming its role as a reliable bridge between Vietnam and the world, contributing to strengthening the nation's soft power in the new era.
Minh Duyen (Vietnam News Agency)
Source: https://baotintuc.vn/thoi-su/bao-chi-dong-hanh-nang-tam-vi-the-quoc-gia-tren-truong-quoc-te-20250615083438374.htm
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