MINSTRY OF EDUCATION
HO CHI MINH NATIONAL
AND TRAINNING
ACADEMY OF POLITICS
ACADEMY OF JOURNALISM OF COMMUNICATION
LUU TRAN TOAN
USING PROPAGANDA TECHNIQUE IN PROMOTING VIETNAM’S
IMAGE TO THE WORLD VIA FOREIGN JOURNALISM NOWADAYS
(case study on three programmes of VTV4, Vietnam Plus, and Vietnam
Economic Times)
SUMMARY ON DOCTORAL THESIS IN POLITICAL SCIENCE
2
HANOI 2018
2
THE DOCTORAL THESIS IS FINISHED AT ACADEMY OF
JOURNALISM AND COMMUNICATION
Supervisors: Assoc. Prof., PhD Pham Minh Son
PhD Luong Ngoc Vinh
1st Examiner :
2nd Examiner:
3rd Examiner
The doctoral thesis is defensed at thesis committee at university level at Academy of
Journalism and Communication at on 2018
The doctoral thesis can be accessed at National Library and Library of the Academy
of Journalism and Communication, Ho Chi Minh National Academy of Politics
INTRODUCTION
1. Purpose of study
Countries in the world are in the objective trend of globalization and
international integration. This means that countries will have to compete with each
other to attract the attention of the world to affirm their position of their country in
the international community. Therefore, regardless of whether developed or
developing country, the country must know how other countries in the world see
their countries. That is national image. Positive or negative national image
influences the promotion of trade, tourism or foreign investment of that country.
National image in the mind of the audience may lag behind the reality of that
country if the audience does not receive new accurate information. Therefore,
national image promotion is one of the necessary activities of all countries,
especially developing countries such as Vietnam.
National image promotion is implemented through a variety of means
including the foreign journalism. Advanced sciences and technologies, the spread of
television broadcasting via satellite, internet and the official characteristics allow
the foreign journalism to take the advantage to narrow geographic distance to
provide more uptodate and effective information than other forms of propaganda.
Foreign journalism makes the world know more about Vietnam including the
achievements of Vietnam in the renewal period, the natural scenery, cultural values,
precious quality of people, history of victory against foreign invaders to attract
more investment, cooperation and tourism in Vietnam. However, the current
situation address the challenge in the development process of foreign journalism.
One of the biggest challenges for the sustainable development of the journalism is
the explosion of information, the development and intense competition of social
media.
5
Therefore, a comprehensive analysis of the situation of Vietnam's image
promotion to the world via foreign journalism is needed, thereby proposing
solutions to enhance this promotion in the context of globalization and Vietnam’s
integration to the world. On the one hand, this study will contribute to summarize
the theory and practice in Vietnam's image promotion by using propaganda
techniques via external journalism to the world. On the other hand, the finding of
the study can be used as research and teaching material in propaganda, international
relations in general, national image promotion in particular. These are my purpose
to choose “Using propaganda technique in promoting Vietnam’s image to the
world via foreign journalism nowadays” as the topic of doctoral thesis, which
majors in Political Sciences, submajors in Political works.
2. Aim and objective of the study
2.1. Aim of the study
By clarifying theory and doing survey on the situation of using propaganda
technique in promoting Vietnam’s image to the world via foreign journalism, the
doctoral thesis proposes some principle and solutions to enhance the Vietnam’s
image promotion to the world via foreign journalism in the future.
2.2. Objective of the study
To achieve this goal, the doctoral thesis focuses on the following tasks:
Firstly, analyze and clarify a number of theoretical issues of using
propaganda techniques in Vietnam's image promotion to the world via foreign
media: systematization, clarification of basic concepts, identification of elements
constituting propaganda image of Vietnam in the world through foreign journalism.
Secondly, Analyze the situation of using propaganda techniques in Vietnam's
image promotion to the world via foreign media products on actor, content and
method, result of propaganda to evaluates the strengths, limitations, and their
causes.
6
Thirdly, based on the results of the survey, propose some ideas and solutions
to promote the images of Vietnam to the world via foreign media in the coming
time.
3. Target, Research objective và range of the study
3.1. Aim of the study
Aim of the study is using propaganda technique in promoting Vietnam’s image
to the world via foreign journalism nowadays
3.2. Objective of the study
The subject of the thesis is Vietnam’s foreign journalism including structure,
quantity, and quality of personnel, content of promotion, forms and methods of
propaganda techniques, result of propaganda.
3.3 Range of the objective study
Range of objective: VTV4 channel; Vietnamplus online newspapaer,
Vietnam Economic Times magazine.
Range of time: The author selects all articles, episodes of the newspapers,
programmes broadcast, published from 1st January 2016 to 31st December 2016,
specially:
* VTV4: In 2016, there are 93 episodes in 3 programes of Vietnam Discovery,
Fine Cuisine, Culture Mosaic.
* Vietnam plus: In 2016, there are 48 articles in Attraction, Food, and Culture.
* Vietnam Economic Times: In 2016, there are 130 articles published on Cover
story, Special Report and Bussiness report.
4. Rationale and methodology of the study
4.1. Rationale of the study
The doctoral thesis is based on the theory of MarxismLeninism, Ho Chi
Minh's thought, the views of the Communist Party of Vietnam on politial work,
propaganda, external information, journalism and communication. The author also
uses the theory of communication, modern principles of propaganda.
7
4.2. Research Methods
The methodology of study is dialectical and historical materialism. The thesis
uses the interdisciplinary approach of the following sciences including Politics,
Journalism, International Relations, Public Relations, Sociology. Political
methodology is the main approach.
Specific methods of study include history and logic, analysis and synthesis,
comparison, inductive, interpreting, statistics, literature review, observations, in
depth interviews etc. Methodology of Collecting information includes literature
review, content analysis, indepth interview. Methodology of Information
Processing includes using Nvivo software based on qualitative coding to analyze
the content of article and programs.
5. New contributions of the thesis:
Introduce a new definition of propaganda and external propaganda in the
current period, distinguish propaganda with other relevant terms. Introduce the
definition of foreign media, distinguish the external media from the domestic
media.
To clarify the theorical foundation of "national image", including definition,
its characteristics, the distinction between national image and related concepts.
To give the concept of using propaganda techniqufe in promoting national
image to the world via foreign media and systematize the components of Vietnam's
image propaganda to the world via foreign media;
Pointing out the reality of Vietnam's image promotion via the external press
including the advantages and limitation, cause;
Proposing directions and solutions to enhance the Vietnam's image
promotion to the world via foreign media.
6. Meaning of theory and practice of the thesis
In theory, the doctoral thesis contribute to the addition of the theory of
ideological work, propaganda and the role of journalism in general, foreign
journalism in propaganda, foreign propaganda in general, national image
promotion, promotion, national images in particular.
8
In practice, results of doctoral thesis provide scientific evidence for leaders
and managers on propaganda, communication and foreign media agencies to
improve policies, development plan, especially the enhancement of the quality and
effectiveness of foreign propaganda via journalism.
This doctoral thesis can be used as a reference in research and teaching on
propaganda, information for foreign service, international communication, national
image promotion and some suggestion for further research.
7. Structure of thesis:
In addition to the Introduction, Conclusion, List of References and Annexes,
the content of doctoral thesis includes literature review, 3 chapters, 9 periods.
LITERATURE REVIEW ON
USING PROPAGANDA TECHNIQUE IN PROMOTING VIETNAM’S
IMAGE TO THE WORLD VIA FOREIGN JOURNALISM
I. The research on propaganda, external propaganda and national image
promotion
1. Research on propaganda and external propaganda
In the world, propaganda and foreign propaganda have been studied
extensively. Authors discuss the definition of propaganda which emphasizes the
nature of propaganda as a process of communication with certain techniques,
especially persuasive technique. The purpose of propaganda is to achieve a response
that furthers the desired intent of the propagandist. Regarding foreign propaganda,
the authors argue that all countries use propaganda campaigns at both domestic and
foreign levels. Actors of international propaganda are the government, international
propaganda agency. The audience is foreign audience, outlining the forms of
international communication are media and journalism.
9
In Vietnam, authors have studied propaganda thoroughly including
definition, functions, tasks and solutions for propaganda enhancement, propaganda
on economy, politics, culture and foreign affairs including contents, modes, actors
and solutions for enhancement. Since the promotion of information for foreign
service, foreign propaganda has also been studied more; some authors clarify the
similarities and differences between foreign propaganda and information for foreign
service.
2. Studies on national image and national image promotion
a. Studies on national image and other related terms
The term “national image” attracts research in some countries in the world
and in Vietnam. In addition, this term is closely related to many other terms such as
“national identity”, “place image”, “countryoforigin image”, “nation brand”.
In Vietnam, there have been many researches on national images and related
terms. “National identity” and “national image” have different meanings and in
many cases are used interchangeably.
b. Studies on national image promotion
Vietnamese authors argue that there should be a strategy to create and
promote national image with the participation of ministries, sectors and localities
nationwide and sociopolitical organizations, businesses and individuals, especially
cultural researchers, enthusiastic people, historians, journalists etc. Also, there
should be a campaign of Vietnam’s image promotion to satisfy the needs of the
target audience and ensure the positioning in the minds of the target audience.
In general, the phrase "to promote national image" is widely used, while the
phrase "national image by using propaganda technique" is not much used because
propaganda is associated with politics.
10
II. Studies on foreign media and Vietnam’s image promotion via foreign media
1. Studies on journalism and foreign journalism
In international research, there are many studies on foreign media. In
particular, the content of ‘international broadcasting’ is statesponsored mixture of
news, information, entertainment aimed at people outside the country via the use of
electronic media to form the opinion of the people and leaders of other countries.
External media is intended to deepen understanding and enhance China's positive
image globally.
In Vietnam, there are many researches on “foreign media” so far. Many
studies clarify “foreign media” by its characteristics including participants of public
media prioritized by the state and local public media toward foreign audience in
some priority areas with the content of Vietnamese information in many languages.
2. Studies on Vietnam’s image promotion via foreign media
a. Studies on theory of Vietnam’s image promotion via foreign media
Currently, there are only research studies on journalism, national image
promotion, which mentions journalistic skills including skills on press releases,
interviews, press conferences, writing articles on media at home and abroad, which
is a powerful tool to promote national image. The author argues that journalism is
only effective when it reflects the truth of the standards and professional ethics to
suggest and create a national image in the audience's mind. So this is a principle for
national image promotion in the media in general and foreign media in particular.
b. Studies on the situation and solutions to enhance Vietnam's image promotion via
foreign media
There have been no research studies directly and deeply in Vietnam's image
promotion via foreign media. However, there has been some research clarifying a
number of theory, assessing the current situation and offering solutions to improve
the quality of foreign media in the implementation of information for foregin
service in general and Vietnam's image promotio in particular. In general, the
solutions of the above studies aim at solving the problem of actors and factors.
11
2.3. Achievements and research issues to be studied
2.3.1.
Achievements
The studies have helped to clarify some point of theory on the definition,
content, characteristics, participants, modes of propaganda and foreign propaganda,
national images, external media and elements of foreign media (participants,
content, audience, scope), characteristics when evaluating propaganda results,
mainly based on the content of the press products. In practice, the research has done
indirectly Vietnam's image promotion to the world via foreign media in the fields of
journalism, information for foreign service, public relations in certain aspects such
as content, means, actors, audience. Solutions to strengthen Vietnam’s images
promotion via foreign media vary from objective and scope of research, but most of
the study have the same basic solution on actors, content, form, and factors
affecting propaganda techniques such as funding.
2.2.2. Research issues to be studied
In addition to the results achieved, those research has some unclear or unclear
issues. Therefore, on the basis of inheriting the achievements of the previous
research, the doctoral thesis should continue to study to clarify the following issues:
Provide a new definition of propaganda, foreign propaganda with a broader
content; distinguish propaganda with information, communication; To clarify a
number of theoretical issues on foreign propaganda including the definition, form,
and external propaganda related to the relevant terminology of other disciplines, to
distinguish the similarities and differences between propaganda, external
propaganda and information for foreign service; To clarify the theoretical basis of
national image on the definition, characteristics, distinction of national image and
other related terms; give the basis of the theory of foreign journalism; the definition
of national image promotion and the systematization of the components of
Vietnam’s promotion to the world via foreign media; Based on the structure, do
research on the current situation of Vietnam's image promotion via foreign media to
12
provide general solutions to improve Vietnam’s images promotion in general and
via foreign media in particular.
CHAPTER 1
THE THEORY FOUNDATION OF USING PROPAGANDA TECHNIQUE
IN PROMOTING VIETNAM’S IMAGE TO THE WORLD VIA FOREIGN
JOURNALISM
1.1. Theory of Vietnam’s image promotion to the world
1.1.1. Definition of propoganda and international propaganda
1.1.1.1 Definition of propoganda
Propaganda, in broad terms, is the activity or process of persuasive
communication intended to influence the perceptions, attitudes, and behaviors of a
particular audience to achieve the desired response for purposes of ideology,
politics, and commerce. In a narrow sense, it is the spread the theories of politics,
philosophy, science, and art that promotes public awareness and enables them to
advocate and act for the desired purpose.
1.1.1.2. Definition of external propaganda
External propaganda is persuasive communication aimed at international
audience in order to facilitate the development of the nation.
1.1.2. Definition of national image
1.1.2.1. Definition of image
Images has two senses of meaning. First, it is physical and tangible image,
Second, it is mental and abstract picture of person, organizations or larger entities
such as places, and brand to the public. In this thesis, the image are mental picture.
1.1.2.2. Definition of place image
Place image is the sum of all elements of a place that expresses cognition,
impression, and emotion based on the learning process, information, experience that
a person has acquired about that place.
13
1.1.2.3. Definition of national image and Vietnam’s image
National image is the sum of all elements of a nation that expresses the
perception, impression and attitutes of the nation on the basis of learning,
information and experience gained by the international audience. The image of
Vietnam is the sum of all elements of Vietnam which express the awareness,
impressions and emotions based on the learning process, information and
experience gained by the international audience about Vietnam.
1.1.3. Defenition of national image promotion by using propaganda technique
Using propaganda technique in Vietnam’s image promotion to the world is
the introduction and popularization of the characteristics of nature, people, history
and culture, contributing to the formation of positive perceptions, attitudes and
behaviors towards the construction and protection of Vietnam.
1.2. Foreign journalism A means of promoting Vietnam's image to the world
1.2.1. Definition of foreign journalism
Foreign journalism are part of the Vietnamese journalism carried out by the
media agencies of the Party, the State, sociopolitical organizations and social
organizations at the central and local levels to provide information on Vietnam to
foreigners abroad, in Vietnam and overseas Vietnamese in order to gain their
support in the process of national development and protection.
1.2.2. Characteristics of foreign journalism
1.2.2.1. Audience
The audience of the foreign journalism is international audience including:
Foreign outside Vietnam include the foreign governments and citizen, and
overseas Vietnamese. For foreign governments and citizen, target audience is the
following groups including state politicians, international organizations, academics,
journalists, businessperson, citizen, and overseas Vietnamese, especially young
people.
14
Foreigners in Vietnam are foreigners living in Vietnam including foreign
diplomatic missions, international organizations, press agencies, business investors,
politicians, scientists, and tourists.
1.2.2.2. Language and content of foreign journalism
The language of foreign journalism is both Vietnamese and foreign
languages, corresponding to audience.
Content of foreign propaganda include official information on Vietnam,
information on the Vietnam’s image promotion (the nature, people, history and
culture of Vietnam), information on the world situation into Vietnam.
1.2.2.3. Participants of foreign journalism
Vietnam's foreign journalism can be divided into two groups including central
and local foreign media agencies. Typical agencies are VTV4, VTC10, VOV5,
Vietnam Plus, Vietnam News, Online Homeland, Vietnamese printed and online
“Thoi bao Kinh te Vietnam” and Englishlanguage Vietnam Economic Times
magazine, foreignlanguage publications by Sai Gon Times group.
1.2.3. Role of foreign journalism in promoting the image of Vietnam to the world
Firstly, to increase the knowledge of foreigners about Vietnam
Secondly, to provide foreigners with accurate, timely information about Vietnam
Thirdly, to increase positive attitude and belief of foreigners towards Vietnam
Fourthly, to help foreigners support Vietnam and enhance the position of Vietnam
in international relations
1.3. Elements of using propaganda technique in Vietnam’s image promotion to
the world via foreign journalism
1.3.1. Definition
Using propaganda technique in Vietnam’s image promotion to the world via
foreign journalism is a part of international propaganda, which has the duty to
introduce and popularize the unique characteristics of Vietnam’s nature, people,
history and achievements of Vietnam’s economy and society to international
15
audience via specialized media to contribute to the formation of positive
perceptions, attitudes and behaviors towards the development and protection of
Vietnam.
1.3.2. The actors of promotion via foreign journalism
Leaders of Vietnam's image promotion to the world via foreign journalism
are party organizations.
Manager of Vietnam’s image promotion to the world via foreign journalism
is the Government, the Ministry of Information and Communications, the
Department of External Information. Actors at the local level is Department of
Information and Communication, Governing body of foreign media agencies.
Direct managers of Vietnam’s image promotion to the world are leaders of
newspapers, television and radio channels.
Actors responsible for Vietnam’s image promotion to the world are all
reporters, editors, correspondence, cameramen in specialized departments.
Parttime actors include administrative and executive departments and
unions in departments of
planning, finance, organizationalpersonnel,
administration, equipment, international cooperation etc.
1.3.3. Content (message) of propaganda via foreign media
First, promote the landscape of Vietnam.
Second, promote the characteristics of Vietnamese people
Third, promote the history of Vietnam
Fourth, promote the culture of Vietnam.
Fifth, promote the achievements of Vietnam’s economic development, the
potential and effectiveness of economic cooperation between Vietnam and
international partners
1.3.4. Method of propaganda via foregin journalism
First, use the advantage of the type of media: Each type of media has its own
advantages in terms of accessibility to the public and characteristic of content.
16
Second, use various genres, categories, programs of media
Third, use flexible, effective components of media: Each type of media has its
own component characteristics (photo, sound, text) that are capable of influencing
the audience in different ways. Language (text, voice) of foreign media product are
Vietnamese and foreign languages such as Englis, French, Chinese, Spanish,
Russian.
Fourth, use methods that affect the psychological reception of information by
audience. The audience of each type of media has different characteristics of
reception. Time factors including broadcast period (morning, afternoon, evening,
night), day of week, month, frequency, duration etc also affect the psychological
reception of the audience.
1.3.5. Demand of Vietnam’s image promotion via foreign journalism
First, the content of propaganda should be accurate, clear, specific, convincing
Second, the content must be relevant to the needs and interests of the target
audience
Third, the mode of propaganda should be consistent with the level of awareness
and habit of receiving information of the audience
Fourth, the foreign news agencies must regularly update and apply information
technology and new technical equipment in order to raise the quality of Vietnamese
image propaganda, meeting the increasing demands of the public.
CHAPTER 2: CURRENT SITUATION OF USING PROPAGANDA
TECHNIQUE IN PROMOTING VIETNAM’S IMAGE TO THE WORLD
VIA FOREIGN JOURNALISM
(case study on three programmes of VTV4, Vietnam Plus, and Vietnam
Economic Times)
17
2.1. Overview about foreign media agencies in the study
2.1.1. Overview about Vietnam Plus
Online newspaper Vietnam Plus is one of the domestic and foreign media of
the Vietnam Agency. Vietnam Plus is the only electronic newspaper in Vietnam
that provides information in four languages: Vietnamese, English, French, Spanish
and Chinese. Thang Long Hanoi is the product for the celebration of the 1000th
anniversary of Thang Long Hanoi in 2010. Today, this site has many articles on
culture, food and scenery of Vietnam in Discovering Vietnam including 3 sub
categories of Attraction, Food, Culture. Therefore, this is three main sections with
promotional content about Vietnam.
2.1.2. Overview about VTV4
VTV4 was established in 2003. It is a television channel of Vietnam
Television, broadcasting in Vietnam and around the world, mainly for oversea
Vietnamese. Among of English programs aimed at foreigners, the programs with
content of promoting Vietnam’s images to the world are Fine Cuisine, Cuture
Mosaic, Vietnam Discovery.
2.1.3. Overview about Vietnam Economic Times
Vietnam Economic Times is a powerful economic press association with six
publications in Vietnamese and English. In particular, Vietnam Economic Times is
responsible for providing accurate and impressive introduction to foreign readers
about the Vietnamese government's economic policy reforms and the potentials and
investment opportunities in Vietnam. The three features with most frequently
promotional content about Vietnam's economy are Cover story, Special report, and
Business report.
18
2.2. Advantages about using propaganda technique in promoting
vietnam’s image to the world via foreign journalism and the cause
2.2.1. Advantages of propaganda actors
Firstly, Party, the State, the Central Commission for Propaganda and
Training, the managing agencies and the editorial board have regularly paid
attention to leading and directing activities of promoting Vietnam's image to the
world.
Secondly, most reporters and editors have good qualities in politics, foreign
languages, and professional skills to meet the demand of the work.
2.2.2. Advantages of content of propaganda
Firstly, Vietnam has many features of natural landscape
Secondly, the Vietnamese people are friendly, industrious, intelligent,
creative, dynamic and talented
Third, Vietnam has a long tradition of building up and maintaining the
country for thousands of years with many glorious victories
Fourth, Vietnamese culture imbues with national identity
Fifth, Vietnam is a peaceful country, stable in politics, dynamic economy
with many competitive advantages to attract foreign investors.
2.2.3. Advantages of method of propaganda
Firstly, advantages in using the type of media
For VTV4 channel, with the advantages of television and the development of
science and technology, programs and categories have impressed the audience with
beautiful and realistic images, combined with vivid effects and color, light
harmoniously. VTV4 viewers can access and watch programs, download and
actively control the program via the internet. VTV4 has signed a cooperation
agreement with Ariang TV channel to broadcast three of Vietnam Discovery, Fine
Cuisine, and Culture Mosaic. In addition, VTV4 also cooperated with major media
agencies such as CNN, DW and through the mechanism of the Asia Pacific
19
Broadcasting Union to send some Vietnamese promotional content, which
broadcasted and replayed by many stations.
As a print journal, VET has the advantage of accurate information, high
reliability, convenient for reference and comparison. The articles on VET focused
on the purpose of promoting the Vietnamese economy with specific and clear
quotes and data that meet the requirements. VET publishes magazine issues in the
form of an epaper on the internet for readers to read in many places.
Secondly, Advantages in using the press category
VTV4 mostly used documentary genre suitable for introducing natural
scenery, historical story, and characteristics of culture presented in the form of a
reality show featuring the foreigners, in the form of art documentary, and in the
form of weekly magazines with a combination genres of news, interviews and
reports.
For VET, three categories of Cover Story, Special report, Business report use
two main genres that reflect and interviews accounting for 80.77% and 19.23%,
respectively.
Thirdly, Advantages in using language expressions of different types
For television journalism, VTV4 channel takes the advantages of television
including images, analysis, and dialogue of characters, annotations, illustrations,
clips, subtitles to convey honest, objective, and attractive content for the
convenience of the audience.
For Vietnam Economic Times magazine, the content of the article is
expressed mainly in the text and the combination of images, tables, expressions.
Forthly, Advantages in using methods of impact on the psychological
reception of information by the general public
VTV4 has made the most of the use of this expatriate in both the Vietnamese
Discoveries and Delicacies category to ensure both language accuracy and content
appeal. Report lengths that are consistent with the document format help ensure that
20
the content is sufficiently detailed and does not cause fatigue for television viewers.
Reporters were repeatedly broadcast in two time frames corresponding to the
Golden Hour in Europe and North America, and many were replayed throughout
the month. Many content has been reused in many programs of VTV4, VTV3 and
VTV1.
As a monthly magazine, VET is carefully edited with clearly verified
information and data. Many articles written by famous foreign experts with
additional content to increase their objectivity, precision and appeal to the readers.
VET titles are often short with simple structure that represent the content of the
article in an imaginative way to stimulate the reader's curiosity. The headlines not
only contain the summary of the article, but also the author of the article briefly and
in reasonable place.
2.2.4. Advantage in result of promotion Vietnam’s image to the world by
using propaganda technique via foreign media.
Firstly, foreign media is highly appreciated by foreigners and overseas
Vietnamese
Secondly, the propaganda of Vietnam's image by foreign news agencies have
been praised by the Central Commission for Propaganda, the Central Commission
for External Relations and other ministries, agencies.
Thirdly, the number of tourists, the investment capital of foreign investors,
the number of overseas Vietnamese grow gradually.
Fourthly, the propaganda of Vietnam's image of the foreign media has
increased the awareness, attitude and behavior of target audiences.
2.2.5. Causes of the advantages
2.2.5.1. Objective reasons
Firstly, the process of globalization, international integration, information
technology development has facilitated the Vietnam’s image to the world.
Secondly, Vietnam has many attractive national identities
21
2.2.5.2. Subjective reasons
Firstly, the governing body, the editorial board and the staff are aware of the
responsibility to improve the quality of the media.
Secondly, the specialization of the team of reporters, editors and their attention of
receiving criticism from the audience.
Third, parttime actors and authorities, local people create the most favorable
conditions for the production of report.
Fourthly, the foreign media agencies improves funds, facilities and infrastructure.
2.3. Limitation of using propaganda techniques in Vietnam’s image promotion
to the world via foreign journalism and the cause.
2.3.1. Limitation
2.3.1.1. Limitation of actors of propaganda
Firstly, some foreign news agencies is not proactive in improving the quality
of press works on Vietnamese image promotion.
Secondly, editorial staff and reporters in some press agencies are lacking in
number and specialization.
2.3.1.2. Limitation of content of propaganda
Firstly, there are not many media product on the history of Vietnam
Secondly, few works mention about traditional Vietnamese architecture,
instructional information, communication, customs and habits of local people.
Thirdly, information of Vietnam’s stability on politics, and high level of
human resources are not sufficient
2.3.1.3. Limitations of method of propaganda
Firstly, the form of some foreign press papers is still poor, the application of
science and technology is not radical and effective, so it does not meet the needs of
the public.
Secondly, some foreign press works have not reached a high level of
perfection so propaganda efficiency is not as high as expected.
22
Thirdly, the number and frequency of foreign media product are not
reasonable
2.3.1.4. Limitations of result of propaganda
Firstly, Vietnam has not attracted high quality tourists; some investors and
trade promoters when in Vietnam still lack information about Vietnam.
Secondly, the effectiveness of the foreign media in general, the promotion of
Vietnam images in particular, is not commensurate with the investment of the State
and the press.
2.3.2. Cause of the limitations
Firstly, the leaders of some newspapers lacked the initiative and actively
renewed the content and form of propaganda
Secondly, in some places, human resources are inadequate, undertake many
tasks and not specialize
Thirdly, the capacity of journalists and editors has not met the requirements
in term of foreign languages, journalism standard especially television.
Fourthly, inappropriate policy of human resources and lack of funding,
facilities and equipment have not ensured the creation of good quality articles and
programs.
CHAPTER 3
FORCAST, PRINCIPLE AND SOLUTIONS TO IMPROVE PROPAGANDA
TECHNIQUE IN PROMOTING VIETNAM’S IMAGE TO THE WORLD
VIA FOREIGN JOURNALISM
3.1. Forecasting the development trend of factors affecting the foreign media in
promoting Vietnam image to the world
3.1.1. Globalization and international integration create opportunities for
promoting Vietnam image to the world
Globalization and international integration help the science and technology
revolution to boost national image promotion. The development of information
technology also helps audience around the world access information more easily
23
and conveniently regardless of geographical differences. High speed internet,
mobile equipment, software, modern technology help users to more easily access
the media products with active in the selection of information on their needs
according to demand, space, and time.
At the same time, globalization creates mechanism of cooperation in many
areas, which significantly improves the quality and effectiveness of international
propaganda. International cooperation on education, training and technology will
help improve the quality of human resources and equipment to meet the
requirements of renewal of Vietnam images to the world promotion.
3.1.2. Fourth Industrial Revolution will create new media; social media will
flourish and compete with traditional media fiercely
The development of science and technology makes all types of
communication become more perfect to maximize their advantages. The
advancement of digital communication has made information easier to transmit and
promoted the development of the media, which leads to media convergence. The
methods of communication are closely linked and interacted with each other to
achieve the highest efficiency.
The new media is creating a modern, multimedia press. Newspapers will
grow in the direction of multimedia journalism, mobile media, data journalism,
creative journalism, mega stories. These trends have strongly influenced the
activities of the Vietnamese media, requiring foreign media agencies to find
appropriate plans to promote the image of Vietnam in the world efficiently.
However, the revolution of science and technology will also have negative impacts
on the media in general, foreign media in particular. Due to the large volume of
information transmitted over the Internet, the audience can not verify the accuracy
of the information.
3.1.3. Demand for information of foreigners is increasing both in content and form
24
The development of information technology has created a new generation of
media. Users are both information consumers and owners on the Internet. The new
generation of audience will have higher demands for diversity and quality of
information. More and more audience tends to use social media for news and
information.
3.2. Some basic principle
3.2.1. Vietnam's image promotion to the world must be paid attention and
directed and invested to be worth its role as an important part of external
information.
Information about the country, people, history, culture, economics are
different characteristics because each country is different. It is very attractive and
very easy to affect the perception and feelings of audience for them to make good
behavior for Vietnam such as boosting tourism and investment, contributing
knowledge to Vietnam. Since this is an important part of information for foreign
service, the image of Vietnam should be invested in all aspects including human
resources, content, method, time, budget and facilities.
3.2.2. Foreign media must maintain the role of official, main force, and pioneer
in promotion Vietnam image to the world in the context of competition of social
media
In the context of the rapid growth of advanced science and technology,
currently the forth industrial revolution, getting information is becoming easier and
more convenient. Users have a variety of choices when doing researching about a
country, especially on social media. However, information on social media also has
some disadvantages such as some are spontaneous, partitial, even not true, objective
and comprehensive. Therefore, it is necessary to develop foreign media in the
direction of renewing the content to be both rich and selective to ensure promote
comple Vietnamese identity with diversified and attractive propaganda methods and
25