In the context of the explosive development of social networks, calling on social creative forces to cooperate and contribute to the national media ecosystem is not only an urgent need but also a key strategy to create a modern, humane and creative image of Viet Nam.
Changing thinking and action
The Ministry of Culture, Sports and Tourism has recently organised a conference on providing information and orientation of communication in the fields of culture, sports and tourism. The new point of the conference is that along with the participation of leaders of ministries and branches, there is also the presence of more than 40 companies managing KOLs (MCNs) and large content pages and channels on cyberspace, including companies managing channels with millions of followers and billions of views per month.
Director of the Department of Radio, Television and Electronic Information Le Quang Tu Do said: “This is the first time the Ministry of Culture, Sports and Tourism has organised a conference to proactively provide information to MCNs and major content pages and channels on the internet. In the coming time, this conference will take place monthly”.
The event shows a strong change in the functional sector’s thinking in media management, which is to accompany and cooperate, aiming at the goal of professionalising content creation activities and spreading cultural values and Vietnamese people in the digital environment.
Currently, the role and position of social media are increasingly affirmed. Recently, in major national events such as the 50th Anniversary of the Liberation of the South and National Reunification, the 80th Anniversary of National Day, the KOLs and MCN community have actively participated in information and communication work, making impressive moments and stories spread strongly, multiplying national pride, reaching millions of views and interactions on social networking platforms. Therefore, building a cooperative network for social media to be in harmony with mainstream press, aiming at positive values, promoting the image of the country and people of Viet Nam is an inevitable requirement.
The national media ecosystem with the contribution of social media will bring enormous benefits. That is to create resonance, multiply the strength of the community in spreading cultural and historical values, bringing positive information to dominate cyberspace, strengthening trust among the people; increasing social cohesion; contributing to orienting the public's awareness, lifestyle and behavior, especially the youth.
Permanent Deputy Minister of Culture, Sports and Tourism Le Hai Binh shared that identifying and recognising multi-channel network companies and content creators in political, economic and social life is necessary, demonstrating the companionship between the State and the creative community in building a healthy and humane information environment.
It is also necessary to see that this cooperation requires digital content creators to enhance their social responsibility, encourage the production of content oriented towards humanistic values, contribute to combating negative information and building “digital trust” - a key factor in national cybersecurity.
From awareness to action, the change of authorities in the way of deploying and building a cooperative network has received support from the social media force, promising to create a major shift in the national media ecosystem.
Creating a diverse media ecosystem
In order for social media participation in the national media flow to be effective in the long term, it is necessary to build an effective coordination mechanism. Currently, the rapid development of cyberspace entails risks of content copyright, media ethics and misinformation - issues that can be exploited to cause social disorder if there is a lack of a strict management mechanism.
Establishing the position of social media in the national information structure also means establishing the role, responsibility and trust for this force - those who work in content creation, digital platforms, multi-channel network companies.
Identifying and recognising multi-channel network companies and content creators in political, economic and social life is necessary, demonstrating the solidarity between the State and the creative community in building a healthy and humane information environment.
Permanent Deputy Minister of Culture, Sports and Tourism Le Hai Binh
A representative of Tuyen Van Hoa - a Facebook page that is attracting a lot of interactions expressed: “We are people who are not formally trained, mainly self-taught, so we respect the official press force. With major events of the country, we wish to connect and cooperate more with press agencies to make social media work more effective, contributing more to the country”.
Representatives of MCNs frankly raised difficulties in the legal corridor, emphasising the need for more systematic cooperation, having a mechanism to encourage and protect creative content associated with national interests, and at the same time proposing that the Ministry of Culture, Sports and Tourism create more regular connection channels to update official information and support content orientation on culture, sports and tourism for the creative community.
Grasping the needs and aspirations of the digital creative community in a timely manner, the relevant authorities have recently proposed specific solutions to create a tight legal corridor, including a mechanism to encourage and protect creative content associated with national interests, avoiding misleading statements that affect ideological security.
In the coming time, the Department of Radio, Television and Electronic Information will organise training courses for professional content producers to help form a creative team with capacity, ethics and social responsibility. At the same time, the relevant authorities will implement a fair reward and punishment mechanism to protect a safe and healthy network environment, the most obvious manifestation of which is that a number of “dirty” KOLs have been handled in accordance with the law.
After the Conference “KOL with the era of national development” organised by the National Cyber Security Association in coordination with the Department of Cyber Security and High-tech Crime Prevention and Control, the Ministry of Public Security in August, 2025, the recent conference on providing information and orientation for communication in the fields of culture, sports and tourism of the Ministry of Culture, Sports and Tourism showed the participation and responsible cooperation between the authorities and units and individuals operating in the field of digital media, opening up opportunities for the KOL community to accompany the development of the country.
A representative of the Ministry of Culture, Sports and Tourism said that in the coming time, many important events will take place such as: Viet Nam Digital Content Creation Festival 2025; “Great National Unity - Vietnamese Cultural Heritage” Week 2025; the 24th Viet Nam Film Festival in Ho Chi Minh City… These events are expected to bring together content creators, the press and the community to spread the Vietnamese spirit together.
With the active participation of mainstream press and social media, it is expected that a diverse national information ecosystem will demonstrate a sense of responsibility, aiming at humane values, building an image of Viet Nam that is humane, modern, integrated but still imbued with national identity.
