Building national image in digital media environment

On the morning of May 29, the Diplomatic Academy successfully organized a scientific workshop on "Competition for national influence in international media in the context of artificial intelligence development" with the participation of many experts, scientists, and researchers from units inside and outside the Ministry of Foreign Affairs.

Delegates take souvenir photos. (Photo: Ngoc Anh)

The workshop is within the framework of the 2025 Ministerial-level Research Project "Competition for influence among major countries in international media and lessons for Vietnam in foreign policy communication", chaired by Dr. Ly Thi Hai Yen, Head of the Department of Political Theory, Diplomatic Academy.

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Focusing on researching and clarifying the competition for influence between major countries in the international media today, the workshop drew some lessons for Vietnam in using the media to implement foreign policy, contributing to promoting the national image in the new context.

In particular, the workshop also received many contributions and comments from prestigious scholars, leaders, and former leaders of units directly involved in the field of foreign affairs and international communications such as: Associate Professor, Dr. Duong Van Quang, former Director of the Diplomatic Academy; Associate Professor, Dr. Dang Dinh Quy, former Director of the Diplomatic Academy; Associate Professor, Dr. Nguyen Thai Yen Huong, former Deputy Director of the Diplomatic Academy, former Chairman of the ASEAN Intergovernmental Committee on Human Rights; Associate Professor, Dr. Do Quang Hung, Chairman of the Scientific Council of the Center for Contemporary Religions, Vietnam National University, Hanoi; Associate Professor, Dr. Ha Anh Tuan, Head of the Department of International Politics and Diplomacy, Diplomatic Academy; Associate Professor, Dr. Nguyen Ngoc Oanh, Head of the Department of International Relations, Academy of Journalism and Communication; Dr. Nguyen Minh Tuan, University of Military Culture and Arts...

Dr. Nguyen Thi Thin, Deputy Director of the Diplomatic Academy, delivered the opening speech at the workshop. (Photo: Ngoc Anh)

In her opening speech, Dr. Nguyen Thi Thin, Deputy Director of the Diplomatic Academy, assessed that the success of the conference would be a remarkable new point in the process of organizing scientific research, improving the quality of research and the substance of topics under the Ministry of Foreign Affairs in general and the Diplomatic Academy in particular.

Dr. Nguyen Thi Thin believes that through frank and open exchanges, the conference will open up many new perspectives, suggesting diverse and rich research directions and practical applications in the fields of communication and international relations.

Presenting her introductory paper, Dr. Ly Thi Hai Yen gave an overview and research orientation on the increasingly strategic role of the media in the global competition for influence among nations.

Dr. Ly Thi Hai Yen, Head of the Department of Political Theory and Project Manager, said that currently, major countries have invested extensively in foreign communications, implementing many large-scale campaigns not only through news but also in movies, entertainment and digital platforms. (Photo: Ngoc Anh)

Accordingly, today's media is not only a tool to reflect reality but has become a production and shaping entity, playing a key role in creating awareness, defining the national image, as well as influencing foreign policy in the digital media environment.

In the context of the strong development of artificial intelligence (AI), Dr. Ly Thi Hai Yen mentioned the changes in the way of producing and disseminating information, posing new requirements for the approach to national communication strategy. Now, major countries have invested extensively in external communication, implementing many large-scale campaigns not only through news but also in movies, entertainment and digital platforms.

Through systematizing the theoretical basis and analyzing international communication practices, the introductory paper raises urgent research issues on Vietnam's strategic communication capacity, especially in adapting to the new technological context. Thereby, drawing valuable lessons for reference in improving the effectiveness of external communication, protecting and increasing national influence.

Overview of the workshop. (Photo: Ngoc Anh)

The workshop has two sessions: (i) Theoretical and practical issues of competition for influence between countries in international media in the context of AI; (ii) Strategies and tactics of countries and regions in the world in competition for national influence in international media and lessons for Vietnam.

The discussions were lively with many opinions expressed by experts and researchers in the spirit of scientific criticism. In particular, the delegates clarified a number of policy implications for Vietnam in the direction of flexibility, proactive integration and increasing national influence in the international media in the current volatile environment.

Associate Professor, Dr. Dang Dinh Quy, former Director of the Diplomatic Academy, spoke at the conference. (Photo: Ngoc Anh)

Prof. Dr. Do Quang Hung, Chairman of the Scientific Council of the Center for Contemporary Religion, Vietnam National University, Hanoi, chaired session 1. (Photo: Ngoc Anh)

Dr. Dao Minh Hong, Head of the Faculty of International Relations, University of Economics and Finance, Ho Chi Minh City, presented a paper " History of competition for influence among major countries through international media: An overview approach". (Photo: Ngoc Anh)

Associate Professor, Dr. Ha Anh Tuan, Head of the Department of International Politics and Diplomacy (Diplomatic Academy), presented a paper on " Competition for national influence in the context of artificial intelligence development". (Photo: Ngoc Anh)

Dr. Nguyen Minh Tuan (Military University of Culture and Arts) outlined some key points in the study " Using artificial intelligence to increase national power in international media (analyzing the case of the United States and China developing AI ChatBot)". (Photo: Ngoc Anh)

Associate Professor, Dr. Duong Van Quang, former Director of the Diplomatic Academy, chaired the second session of the workshop. (Photo: Ngoc Anh)

Associate Professor, Dr. Nguyen Ngoc Oanh, Head of the Department of International Relations, Academy of Journalism and Communication, presented a paper on " Vietnam's foreign communication policy in the current competition for national influence in international media". (Photo: Ngoc Anh)

Dr. Ngo Di Lan, Diplomatic Academy, contributed his opinion during the discussion session. (Photo: Ngoc Anh)

Ms. Le Ngoc Thao Nguyen, a PhD student at the University of Nottingham Ningbo, China, shares her perspective on " National brand development strategy in Asia and lessons for Vietnam". (Photo: Ngoc Anh)

Dr. Nguyen Minh Man, Head of the Department of International Studies (Ho Chi Minh City University of Education), presented a paper " The role of new media in implementing digital diplomacy in some Southeast Asian countries during and after the Covid pandemic - The case of Vietnam, Indonesia and Singapore". (Photo: Ngoc Anh)

MSc. Quang Trong Ngoc An, FPT Smart Cloud, brought a fresh perspective on AI through his presentation " The role of AI Agents in shaping the story of Vietnam in the international media and influencing Vietnam's diplomatic efforts". (Photo: Ngoc Anh)

Prof. Dr. Nguyen Thai Yen Huong, former Vice President of the Diplomatic Academy and former Chairwoman of the ASEAN Intergovernmental Commission on Human Rights, spoke at the discussion session. (Photo: Ngoc Anh)

Dr. Nguyen Dong Anh, Deputy Head of the Department of Communication and Foreign Culture, Diplomatic Academy, contributed his opinion at the discussion session. (Photo: Ngoc Anh)

Source: https://baoquocte.vn/kien-tao-hinh-anh-quoc-gia-trong-moi-truong-truyen-thong-so-315880.html