Listen to the article
Vietnam’s Communist Party Plans Digital Propaganda Overhaul with Influencers and AI
Vietnam’s ruling Communist Party is planning to modernize its propaganda efforts by recruiting social media influencers and artificial intelligence experts while adopting contemporary formats like podcasts and targeted content, according to internal documents reviewed by Reuters.
The comprehensive strategy, outlined in an April draft document from the party’s propaganda committee, aims to establish a network of at least 1,000 influencers and 5,000 AI specialists by 2030. These digital ambassadors would be tasked with spreading “positive” content aligned with party messaging across Vietnam’s vibrant social media landscape.
“Creating ‘ideological immunity’ for the entire society against harmful, toxic, and false information” stands as the primary objective of the initiative, according to the draft. The document acknowledges that rapid technological changes necessitate new approaches to communicate party ideology to younger generations.
The propaganda overhaul comes as Vietnam’s security apparatus gains influence under To Lam, the party chief and president who previously led the Ministry of Public Security. Lam has emerged as Vietnam’s most powerful leader in decades, and the new digital strategy appears designed to further strengthen the party’s control over public discourse.
Vietnam consistently ranks among countries with the least media freedom globally. Authorities tightly manage public debate through directed news coverage and active social media censorship. Those expressing dissenting views face fines or detention, while a specialized military unit counters information deemed harmful through coordinated online posts and comments.
The ambitious draft sets specific targets: at least 80% of Vietnamese-language online content should be “positive” by 2030, with AI tools ensuring that 90% of content violating party guidelines is removed within 24 hours. Vietnamese tech companies are expected to develop AI tools that will “guide social discussion,” while complex political concepts will be simplified through podcasts, short videos, and content tailored for social media platforms.
Digital literacy is central to the plan. Officials trained in digital skills and external influencers will help communicate with youth and audiences who increasingly prefer visual content in short-form video formats. This approach recognizes Vietnam’s position as one of Facebook’s largest global markets, with approximately 79 million active social media users – nearly 80% of the population – across various platforms including TikTok, according to data provider DataReportal.
The party’s May directives also urge state media to adopt more creative approaches when covering senior leadership activities, specifically citing influencers as models to emulate. This strategy extends beyond political messaging—the Ministry of Public Security proposed in March using influencers to help counter market downturns, as previously reported by Reuters.
Some influencers have already been approached for recruitment. One influencer, who spoke to Reuters on condition of anonymity for fear of repercussions, said they declined to participate to preserve their independence. According to this source, participants in such programs are typically asked to publish approved content or promote official activities. Benefits usually come as sponsored trips rather than financial compensation.
In April, the Communist Youth Union’s central committee invited Vietnamese influencers to China for a study trip, the latest in a series of such visits in recent months, the source added.
However, the drive for creative messaging carries risks of initiatives that diverge from party positions. “My Uncle,” a song released in April dedicated to To Lam, drew party discomfort by comparing him to Vietnam’s founding communist leader Ho Chi Minh, known as Uncle Ho. Performer Du Thien, who has 850,000 Facebook followers, sang “Uncle guides the way, illuminating the path for our nation,” accompanied by footage of Lam meeting Chinese leader Xi Jinping and Russian President Vladimir Putin.
Shortly afterward, state media were instructed not to spread “improperly oriented” cultural products that could undermine communist leaders’ prestige and ideology, according to people familiar with the matter. Du Thien could not be reached for comment.
As Vietnam’s digital landscape evolves, the party’s propaganda strategy reflects a sophisticated understanding of modern communication channels while maintaining its traditional control over information—a delicate balance in an increasingly connected society.
Fact Checker
Verify the accuracy of this article using The Disinformation Commission analysis and real-time sources.
12 Comments
Interesting to see Vietnam exploring digital propaganda tactics. I wonder how effective influencers and AI will be at spreading the party’s messaging, and whether it will truly create “ideological immunity” as intended.
Younger generations in Vietnam may be particularly attuned to these tactics. It will be important to watch how the public responds.
From a mining industry perspective, I wonder how this propaganda push could impact reporting and discourse around Vietnam’s extractive sectors. Transparency and accountability should remain priorities.
Leveraging influencers and AI for messaging around mining, commodities, and energy could skew public perception. Fact-based, independent analysis will be vital.
Vietnam’s push to modernize its propaganda efforts seems like a natural evolution as the country’s digital landscape evolves. But relying heavily on influencers and AI raises concerns about authenticity and transparency.
I’m curious to see if this strategy will actually resonate with the public or if it could backfire by appearing overly orchestrated.
Vietnam’s propaganda overhaul is an interesting development, though the emphasis on influencers and AI is concerning from a transparency standpoint. I’ll be watching closely to see how this plays out, especially for coverage of the mining industry.
Maintaining independent, fact-based reporting will be crucial to ensuring the public has access to accurate information about Vietnam’s extractive sectors.
The goal of creating “ideological immunity” through digital propaganda is concerning. I hope Vietnam will balance its messaging tactics with a genuine commitment to open discourse and diverse perspectives.
This strategy could further consolidate the party’s control over information flows. Maintaining a healthy, vibrant public sphere is crucial.
While modernizing communication tactics is understandable, Vietnam’s focus on “positive” content and “ideological immunity” raises red flags. Robust debate and diverse viewpoints are hallmarks of healthy democracies.
I hope Vietnam’s mining and energy sectors can still be openly discussed and scrutinized, despite this propaganda push.