State Media Restructuring Signals Centralized Control, Push for New Tactics
HANOI – Official media in Vietnam is undergoing a significant restructuring, a move critics suggest will consolidate state control and amplify its propaganda efforts. This shift comes as the one-party state grapples with declining public trust in government-controlled outlets, prompting a reevaluation of how to disseminate its message in an increasingly digital landscape.
Documents and reports indicate Vietnam's Communist Party is looking to leverage social media influencers and artificial intelligence (AI) to enhance its propaganda output. This represents a departure from traditional, top-down communication methods, as the party acknowledges the limitations of its current strategies in capturing public attention.
Embracing Influencers and AI for Message Amplification
The Vietnamese government appears poised to integrate social media influencers into its communication strategy, a tactic seen elsewhere as a means of reaching wider audiences and potentially lending a veneer of authenticity to state messaging. Reports suggest plans include recruitment and increased funding for such initiatives. This move acknowledges the public's gravitation towards independent voices on platforms like TikTok and YouTube, where private content creators have amassed substantial followings by engaging directly with their audiences.
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The adoption of AI is also on the table, though specific applications remain undefined. This could range from content generation to sophisticated audience analysis, aiming to make propaganda more targeted and effective. The goal is to shift from "one-sided propaganda to multidimensional interaction," a phrase used by a former parliamentary chairman, indicating a desire for more engagement, albeit within controlled parameters.
Challenges to State Messaging
Despite these strategic realignments, the state faces considerable hurdles. Decades of restricted media freedom mean Vietnamese journalists often lack the autonomy to select topics or respond organically to public sentiment. This has fostered widespread skepticism towards state-run media, pushing citizens to seek alternative news sources from private YouTubers and Facebook influencers. These independent figures have cultivated loyalty through sustained engagement, making it difficult for state media personnel to regain credibility.
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Furthermore, the government's approach has involved not only restructuring but also strict oversight. Reports highlight incidents of mass layoffs at media outlets, such as VTC, as part of a plan to consolidate resources into fewer, state-controlled conglomerates. Critics argue this consolidation is designed to ensure tighter control over information flow.
Broader Context of Control and Disinformation
The Vietnamese government, under the Communist Party of Vietnam (CPV), maintains stringent controls over expression. This includes potential collaboration with social media platforms to manage online discourse. The existence of "Force 47," a group of state-backed operators on social media tasked with spreading disinformation, underscores the proactive efforts to shape narratives. Official media has also been known to target critics, including international organizations promoting social movements in Vietnam, with verbal attacks.
The leaked Communist Party document warning of "hostile forces" reflects an underlying apprehension about external influences and pro-democracy sentiments potentially undermining the party's monopoly on power. This concern is articulated against a backdrop of Vietnam's engagement in international trade agreements and its ratification of certain labor conventions, while notably omitting others that guarantee freedom of assembly.
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The international academic discourse on 'influencer propaganda' acknowledges its presence in both democratic and authoritarian contexts, framing it as a communicative activity rather than inherently pejorative. China is often cited as a leader in digital trends and the use of such technologies for social governance, serving as a potential model for Vietnam's evolving propaganda apparatus.
