Vietnam sparks patriotism in youth through creative communication

Being a proud Gen Z-er in Vietnam, I’ve fully embraced novelties. I belong to the generation that enthusiastically pursues new tech, soaks up modern cultures and makes friends from all over the world.

So let's face it, getting info the old-fashioned way has been a struggle. In a world of information overload and endless entertainment, we often overlook political news. It's usually because there's a mismatch between the way the news is delivered and our interests, because the old-school way of writing the news makes it hard to understand, or because it doesn't seem to have any bearing on our lives. 

However, the Government has really caught on. A number of initiatives and creative tactics to strengthen ties with young people and get their message across seem to be working.

Communication has moved aggressively from paper announcements and community boards to digital platforms. Government news posted on official social media pages is shared by young people on their profiles and accounts.

In early May, Vietnamese citizens across the country were able to experience augmented reality (AR) for the first time when Nhan Dan, a Party mouthpiece, released a panoramic painting of the Battle of Dien Bien Phu as a supplement to its publications. Readers scanned the QR code embedded in the painting and watched as the epic battle was brought to life. 

Pham Khac Hieu, a 22-year-old student in Hanoi, was thrilled to receive one of the limited copies. He immediately shared his excitement on Facebook.

“I’m impressed by the timeliness of the technological innovation for such a special occasion,” Hieu said. "It shows us how printed newspapers can still be appealing with the judicious use of technology.”

Huy Anh in Dong Da District echoed this sentiment: “The painting was touching, especially as I am the grandchild of a fallen soldier".

For me, waking up to social media filled with friends changing their profile pictures to the Vietnamese flag was truly uplifting. The posts were filled with heartfelt messages of celebration, patriotism, and the uplifting song "Khat Vong Tuoi Tre" (Youth's Aspiration).

This anthem ignites the spirit and patriotism of the Ho Chi Minh Communist Youth Union, echoing President Ho Chi Minh's stirring words from 1955: "The mission of the youth is not to ask what the country has done for you, but to ask what you have done for the country."

For the past four years, 2020 to be exact, VTV Digital Services has been occupying my video-viewing time with its short, youth-friendly content. The star of the show is VTV24, which has over 12 million followers on Facebook and 7 million on TikTok. That's impressive growth in just four years for the state broadcaster's online option! It reaches hundreds of thousands of young viewers every day with a fresh presentation style, sometimes using short skits and parody music. It seems to be rekindling people's interest in watching TV, not linear TV, but connected TV.

These often set off trends in the youth community, raising the status of the official channel and, above all - facilitating our access to timely and precise information.

During the COVID-19 pandemic, the Ministry of Health teamed up with popular singers to release the song "Ghen Co Vy," also known as the “Hand Washing” song. This catchy tune not only raised awareness about COVID-19 but also made vaccination messages engaging and relatable for us.

I remember being in Australia at the time, and the song spread like wildfire thanks to its catchy beat and fun dance moves. Many Vietnamese around the globe, including my including my buddies here, picked up the dance and shared videos of themselves practicing good hygiene. Even my international friends got hooked on it through YouTube and TikTok, admitting it was catchy and taught proper handwashing methods in a fun and memorable way.

I think Gen Z is being exposed to a deluge of news sources, and how we each choose to process that info is up to us. We’re bombarded with so much information from all directions - social media, online articles, blogs, videos, you name it. It’s like living in a giant info tornado.

Some days, it feels like you’re just trying to grab onto anything solid. But here's the thing: if you stick to mainstream news outlets, you'll get accurate info without having to double-check it everywhere. These outlets have built their reputations on trust and reliability. Sure, they might not be perfect, but they’ve got the resources and journalistic standards to ensure what they’re putting out there is legit.

That means that media need to step up their game to reel in younger audiences. They could create quick info channels on social media and provide direct links for easy access. Imagine scrolling through Instagram or TikTok and seeing a quick, snappy update from a reliable news source that links straight to the full story. No fuss, no extra searching. This way, they can help young people develop a habit of reliable news consumption and build trust with Gen Z.

In the run-up to the 70th anniversary of the liberation of the capital, the Hanoi Youth Union launched an exciting program: a history competition about Hanoi. This wasn't your typical, boring competition—it was hosted on their dedicated website and promoted through Facebook with a mix of catchy posts, hilarious memes, and snappy videos.

The response was phenomenal! Over 32,000 entries flooded in online. This competition was a smashing success, showing just how eager young people are to connect with their history in fun and engaging ways. It's a shining example of how modern methods can bring the past to life and make learning history a blast!

We’re used to getting our news in bite-sized chunks, so why not meet us where we are? The more accessible and engaging the news is, the more likely we are to pay attention. Plus, when we see our favorite platforms being used to share important info, the news seems more relevant to our daily lives. It’s all about creating a seamless and trustworthy experience that fits into our fast-paced, digital world.

By doing this, mainstream media not only keep us informed but also keep Gen Z loyal. It’s a win-win for everyone.