Strongly innovate propaganda work in the digital age.

In the digital age, where cyberspace has become a crucial ideological battleground, reforming propaganda work is a strategically important issue for the Party's leadership and governance capacity.

The "Homeland in Our Hearts" program, co-organized by Nhan Dan Newspaper, contributes to inspiring love for the homeland and national pride in every Vietnamese heart. (Photo: THE DAI)

Proactively innovating the thinking, content, methods, and scope of propaganda is the process by which the Party innovates its leadership methods. This aims to maintain the ideological foundation, build social consensus, and strengthen the people's trust in the cause of national development.

The significant shift in propaganda work is the result of a persistent process of innovation, sustained action, rapid adaptation to the demands of digital transformation, and a focus on enhancing the scale, quality, and effectiveness of its operations.

Spreading values, building consensus.

During the 13th National Congress of the Party, especially in 2025, the country will implement many strategic policies that will have a profound impact on all aspects of social life. These strategic policies and decisions cannot achieve positive and comprehensive results without the pioneering role and constructive responsibility of propaganda work.

The spirit of the Central Committee's conclusions and directives on ideological work has clearly indicated that propaganda must be one step ahead, proactively anticipating and guiding public opinion early and from afar, avoiding passivity and surprise, especially in the context of rapid digital transformation. This requires propaganda work to undergo strong and comprehensive innovation in thinking, methods, and the capacity to lead society.

Deeply understanding that spirit, the propaganda work has gradually overcome manifestations of outdated thinking, innovated in content, focused on clarifying the theoretical and practical basis of major policies and decisions; linking propaganda with policy explanation, ensuring both theoretical depth and practical weight.

Party resolutions and state policies are concretized into easily accessible messages that are relevant to people's lives and the practical interests of each social group.

The spirit of the Central Committee's conclusions and directives on ideological work has clearly stated that propaganda must be one step ahead, proactively anticipating and guiding public opinion early and from afar, avoiding passivity and surprise, especially in the context of the strong digital transformation taking place.

Based on this, political and ideological education has been reformed in a way that is people-centered, shifting from a "transmission" approach to a "guidance" approach, focusing on persuasiveness, effectiveness, and widespread impact. Economic and social development achievements, successful models, effective methods, new factors, and advanced examples are vividly and profoundly reflected. It is from these practical examples that the value of the reform line and the leadership role of the Party are naturally and sustainably affirmed.

Alongside content innovation, propaganda work is shifting strongly from traditional methods to the application of technology, digital transformation, and the combination of interaction and dialogue on a multi-channel, multi-media, and multi-platform basis, tailored to each target group.

In particular, the proactive presence of propaganda agencies and mainstream media in the digital space has contributed to creating a "positive information flow," guiding the formation of positive public opinion, and limiting the negative impact of misinformation and distortion.

The increasingly close coordination between propaganda agencies, the press, digital platforms, and influencers has resulted in numerous communication campaigns with profound social impact, fostering national pride, civic responsibility, and community spirit.

Particularly noteworthy are the media campaigns commemorating major political and historical events of the country, attracting tens of millions of participating accounts and billions of views, shares, and interactions on digital platforms, such as: the "Red Social Media" campaign, the "Proud Vietnam - Reddening the Cyberspace" campaign... The highlight lies not only in the scale and reach but also in the innovative methods of influencing ideology: from one-way communication to mobilizing the active participation of society, with each citizen transforming from a recipient into an active agent spreading the values.

From a practical perspective, the synchronized innovation in content, methods, and communication spaces has helped ensure that the Party's policies and decisions are not only conveyed promptly and in the right direction, but also "permeated" into social life through positive, relatable, and widely disseminated values. This process of spreading these values ​​has contributed to consolidating social trust, strengthening the bond between the Party and the people, and thereby affirming the particularly important role of propaganda work in building consensus and creating a spiritual foundation for the sustainable development of the country in the digital age.

Public opinion work has developed strongly in scale and depth.

If spreading values ​​is the goal, then grasping and predicting public opinion is a prerequisite for truly proactive propaganda work. Given the rapid, powerful, and multifaceted impact of social media, artificial intelligence, and big data, the requirement is not just to "listen to the people," but to analyze and correctly identify the nature of issues, predict trends in social thought, and thereby provide timely advice to Party committees in leadership and guidance.

The issuance of Directive No. 47-CT/TW by the Party Central Committee on May 23, 2025, on strengthening the Party's leadership over public opinion work in the new situation has created an important political framework for the reform process towards professionalism, modernity, and science . Comrade Trinh Van Quyet, Member of the Political Bureau, Secretary of the Party Central Committee, and Head of the Central Propaganda and Mass Mobilization Department, emphasized that the Central Committee's requirements for the advisory work of the Central Propaganda and Mass Mobilization Department are to be faster, more accurate, more predictive, and more guiding.

Expanding the scale, innovating methods, and improving the quality of public opinion work directly contributes to improving the quality of the Party's leadership and governance.

In fulfilling this requirement, public opinion work has seen significant development, becoming increasingly professional and systematic with new approaches on digital platforms. Investigations, surveys, compilation, and analysis of public opinion are being carried out on a large scale, with increasingly in-depth content, reflecting timely issues of social concern. More importantly, the results of public opinion gathering are no longer limited to reflecting phenomena but are gradually moving towards analyzing causes, assessing impacts, and proposing solutions early and proactively, becoming a valuable source of information and research serving the leadership and guidance of the Politburo , the Secretariat, and Party committees at all levels.

In 2025, the sector conducted 138 surveys, issued 1,700 periodic reports, and submitted over 1,800 thematic reports, fully reflecting more than 400 pressing issues related to administrative unit restructuring, the two-tiered local government model, healthcare, education, social security, etc., helping Party committees to promptly address issues at the grassroots level, preventing ideological passivity, and maintaining social stability. In particular, the practical work of monitoring public opinion and social sentiment regarding Party congresses at all levels; gathering and summarizing public feedback on draft documents submitted to the 14th Party Congress is vivid evidence of a strong shift in thinking and implementation methods.

Expanding the forms of opinion gathering through digital platforms, technology applications, QR codes, and online links is a new approach, never before applied in previous Congresses, attracting widespread and active participation from the people with nearly 5 million entries and over 13 million opinions.

Expanding the scale, innovating methods, and improving the quality of public opinion work directly contributes to enhancing the quality of the Party's leadership and governance. When public opinion is considered an important data channel in the decision-making process, the Party's leadership capacity is improved in a more scientific, practical, and proactive direction.

Many localities, agencies, and units are strengthening their efforts to listen to public opinion, promoting the application of information technology, and innovating and diversifying forms with many flexible, creative, and effective models. This includes establishing teams to gather information on the internet, hotlines for receiving public opinion, and forums like "Listening to the People"; and building Fanpages, channels, and groups on Facebook, Zalo, TikTok, YouTube, etc.

According to Comrade Do Thi Minh Hoa, Head of the Propaganda and Mass Mobilization Department of the Thai Nguyen Provincial Party Committee: The department focuses on building a network of collaborators and developing pages and groups on social media such as: the Thai Nguyen Propaganda and Mass Mobilization Fanpage; Bac Kan - Comprehensive Information; Bac Kan Red Flag; and TikTok channels: Thai Nguyen Tomorrow, Thai Nguyen Future… Through these pages and groups, receiving feedback and understanding public opinion is faster and more effective.

Overall, innovations in propaganda work reflect a step forward in the Party's leadership capacity in the digital age. From disseminating values ​​to building consensus, from understanding public opinion to guiding social awareness, propaganda work is increasingly affirming its role as a spiritual pillar and a bridge between the Party and the people.

QUYNH CHI

Source: https://nhandan.vn/doi-moi-manh-me-cong-tac-tuyen-giao-trong-ky-nguyen-so-post938968.html