Digital cultural communication

In the context of digital transformation taking place strongly around the world, cultural communication is entering a new era with many intertwined opportunities and challenges. In Thai Nguyen - a cultural, educational and political center of the Northern Midlands and Mountains region, press agencies are playing an important role in preserving, promoting and disseminating traditional and modern cultural values of the locality.

The digital age requires every reporter to self-study, self-train, and improve their reporting skills. Photo TL

Opportunities for digital transformation, multi-platform communication

One of the greatest advantages of the digital age is the ability to access information quickly, widely and interact two-way with readers. Thanks to the Internet and social networks, the typical cultural values of Thai Nguyen from Tan Cuong tea, Then singing, Tinh lute, Tac Xinh dance, Long Tong festival, to "red addresses" such as ATK Dinh Hoa, ATK Cho Don... are introduced to domestic and foreign friends in a more vivid and intuitive way.

Press and media agencies, such as Thai Nguyen Newspaper and Radio, Thai Nguyen Television, Thai Nguyen Provincial Information Center, etc., have all taken positive steps in applying digital technology to communication activities. Many contents are digitized, created in the form of videos, infographics, podcasts, livestreams on digital platforms such as Facebook, YouTube, Zalo, TikTok, etc., contributing to increasing accessibility to young people, a public group that is less interested in traditional print newspapers.

The development of AI technology, Big Data, and data journalism also opens up new opportunities for trend analysis, adjusting media content to suit the tastes of each reader group, thereby spreading cultural values in a more effective way.

Press agencies in Thai Nguyen have gradually introduced 4D into the production of news, reports and documents, especially in the topics of tourism, culture and education . This not only attracts the attention of readers, especially young people, but also contributes to effectively promoting the local image.

Challenges from changing information reception habits

However, the digital age also poses many challenges to cultural media, especially local press. First of all, the public's information consumption habits have changed dramatically. People, especially young people, tend to access culture through short-term, entertaining platforms such as TikTok, YouTube Shorts, etc., while cultural content often requires depth, systematization, and guidance.

Reporter interviewed Associate Professor Dr. Do Hong Thai, former Chairman of the University Council - Thai Nguyen University of Education. Photo TL

The rapid development of social networks also makes it easier for false information, "junk content" or deviant cultural trends to spread. In such an environment, the role of the press in "separating the bad from the good" becomes more important, but at the same time, it is also more stressful, requiring alertness and professionalism in choosing topics, handling content and methods of transmission.

The press needs to innovate its transmission methods, combine modern technology, and at the same time ensure authenticity and provide correct information orientation to the public.

For effective cultural communication

In that context, to effectively promote the role of cultural communication, according to Mr. Do Xuan Hoa, Deputy Director of the Department of Culture, Sports and Tourism of Thai Nguyen, the province's press agencies need to continue to invest in digital transformation in a systematic manner, not just stopping at form but needing to go into depth in content.

It is necessary to build specialized pages and columns on digital culture; organize communication topics on cultural heritage, folk art, traditional festivals, etc., combined with the application of 4D technology, virtual reality (VR), interactive videos to increase attractiveness. Promote communication on digital platforms, including a harmonious combination between mainstream press and social networks.

Press agencies need to see social media as an “extended arm” to spread content, not just a secondary tool. Producing concise, accessible content that keeps up with user trends while still maintaining “cultural quality” is something that needs to be focused on.

In addition, it is necessary to improve the quality of the journalistic team. In addition to journalism skills, reporters need to be equipped with cultural knowledge, multimedia journalism skills and the ability to use digital tools effectively.

Promoting coordination between the press and cultural, educational and tourism units in the province, press agencies cannot be alone in the cultural communication work. The cooperation of the Department of Culture, Sports and Tourism, universities, cultural heritage conservation organizations, etc. will contribute to building content with depth and practical value.

Digital cultural communication is a "golden opportunity" for Thai Nguyen press agencies to affirm their role in preserving, promoting and spreading national cultural identity amid the flow of integration and technology, contributing to building Thai Nguyen into a modern cultural and communication center rich in identity in the region and the whole country.

Source: https://baothainguyen.vn/van-hoa/202507/truyen-thong-van-hoa-thoi-dai-so-d330610/