Vietnam is navigating uncharted waters as it attempts to harness online influencers as tools for propagating government-approved narratives. In a strategic shift from merely deleting dissenting voices, the government is opting to dilute negative online content by flooding it with engineered positivity. But is this approach truly sustainable, or does it risk eroding the core appeal of influencer culture—authenticity and trust?
The New Digital Doctrine
At the heart of this initiative is Vietnam’s move to regulate Key Opinion Leaders (KOLs) through a new governance framework designed to formalize how influencers interact with the digital public sphere. In a landmark event, the first national influencer summit convened where close to 300 KOLs engaged with government officials to foster a Digital Trust Alliance. This move aligns influencers closer to state messaging, promoting themes of “positive, humane values.”
Aligning with Global Standards?
Part of Vietnam’s regulatory approach involves studying international practices, notably borrowing elements from both EU and Chinese frameworks. While some EU-style rules regarding advertising and tax compliance make an appearance, the foundation mirrors China’s focus on regulatory control over digital influence and security.
The Leverage Game with Big Tech
Vietnam’s strategy relies heavily on leveraging its sizeable market to gain compliance from major platforms such as Facebook, YouTube, and TikTok, traditionally driven by engagement. By coercing platforms into promoting feel-good narratives, Vietnam aims to counteract the natural tendency of social media algorithms to prioritize content that elicits strong emotional reactions and engagement.
Risks of Engineered Positivity
Despite the ambition, there are tangible risks to Vietnam’s model. The effectiveness of influencers lies in their perceived independence. Turning valid voices into mouthpieces could undermine public trust. Moreover, compelling platforms to prioritize positivity over engagement could lead to token compliance and long-term resistance, as engagement primarily needs controversy or emotional resonance to thrive.
Unintended Consequences
The strategy also risks insularity, inadvertently blinding higher-level decision-makers to genuine societal issues when local authorities suppress problem narratives to maintain positivity quotas. This atmosphere not only feels inauthentic locally but can damage Vietnam’s credibility on the global stage, serving as an instrument of propaganda rather than genuine sentiment.
An Untapped Asset
Interestingly, Vietnam has a youthful population that is already inclined to trust its political system, as cited by a recent regional survey. Rather than route it through influencers, it might be more effective for leaders themselves to directly engage, sharing authentic narratives that reflect real improvements in citizens’ everyday lives.
Shifting towards relatability and firsthand digital engagement could yield a genuine wave of optimism, reflecting real progress rather than manufactured narratives. After all, true positivity arises from tangible advances and leadership that authentically resonates with the people. According to South China Morning Post, real confidence doesn’t come from algorithmic cheerleading but from genuine societal gains.