Journalism: A driving force for cultural industry

Journalism as a cultural creator

The forum “The role of journalism in promoting the development of cultural industries in 2025” took place in Hai Phong at the end of May, drawing the participation of numerous media agencies, policymakers, experts, and journalists.

Journalism has long been an inseparable part of culture, acting as a crucial bridge between the public, cultural institutions, and businesses. Speaking at the forum, journalist Le Quoc Minh, Member of the Party Central Committee (PCC), Deputy Head of the PCC Commission for Communication, Education and Mass Mobilisation, Editor-in-Chief of Nhan Dan Newspaper, and Chairman of the Viet Nam Journalists Association, emphasised that media outlets should dedicate more airtime and coverage to cultural content. He stressed that journalism should not merely reflect culture, but actively engage in cultural creation, transforming each newsroom into a “cultural house”.

Over the years, media organisations have played an active role in promoting Viet Nam’s image to the world by conveying the essence of traditional cultural forms such as tuong (classical drama), cheo (popular opera), cai luong (reformed opera), and quan ho (love duet), as well as honouring modern artistic works. These efforts have helped foster national pride across all strata of society, especially among the younger generation. Journalism has also directly contributed to cultural production through features, television programmes, and large-scale cultural events. Major media outlets have organised cultural events and produced high-quality artistic programmes that appeal particularly to young audiences. Reality shows, gameshows, and talk shows centred on culture have provided healthy platforms for discovering and nurturing young talent, creating strong bonds between the public and national cultural values. Notable recent examples include the shows ‘Anh Trai Vuot Ngan Chong Gai’ (Call Me by Fire), Anh Trai Say Hi, and Nhan Dan Newspaper’s media productions marking the 70th anniversary of the Dien Bien Phu Victory and the 50th anniversary of South liberation and national reunification, which attracted tens of thousands of viewers and became social phenomena.

At the forum, journalist Nguyen Vong Ngan (from Viet Nam Television - VTV) put forward innovative ideas about using digital technology to reach young people. By crafting emotionally resonant stories with compelling visuals, journalism can help spread cultural values and raise public awareness of the role of culture in the country’s sustainable development. Greater attention and investment are also needed in online platforms to effectively engage the public and encourage individuals to participate in the creation and sharing of national cultural values in everyday life.

In addition to content creation, Associate Professor Dr. Nguyen Thi Truong Giang, Deputy Director of the Academy of Journalism and Communication, noted that journalism must also guide and shape social sentiment and attitudes, helping to establish cultural norms. This role is especially important in safeguarding and promoting the nation’s core cultural values and sparking youth interest in traditional heritage. At the same time, journalism serves as a platform for feedback and public discourse, contributing to the refinement of policies and strategies for developing the cultural industries in a way that is sustainable and aligned with global integration trends.

Challenges in finance and human fesources remain

At the forum, many participants expressed optimism that through ongoing innovation and creativity, journalism will continue to serve as a driving force, enabling Viet Nam’s cultural industries to become a spearhead economic sector, enhancing the spiritual life of the people and promoting the nation’s image globally.

However, at present, media organisations are facing a number of significant challenges in advancing the cultural industry. Chief among these are policy bottlenecks. Pham Cao Thai, Head of the Legal Department under the Ministry of Culture, Sports and Tourism, explained that many legal documents still fail to clearly define the roles and responsibilities of the relevant agencies. While certain frameworks and mechanisms do exist, they are often misaligned with current realities and lag behind the rapid growth of the cultural industries.

In addition, digital transformation has intensified competition over content and the speed of information dissemination. Maintaining cultural identity in the context of globalisation is also proving to be a complex task. It requires the press to strike a balance between promoting traditional values and engaging with emerging international trends that are increasingly penetrating the domestic market, some of which may pose risks to the preservation and development of national heritage.

Moreover, many media outlets face considerable constraints in terms of both financial resources and human capital when it comes to investing in high-quality cultural products.

To overcome these challenges, speakers at the forum proposed several directions for reform, focusing on three main groups of solutions. First, there is a pressing need to enhance training for journalists with a strong foundation in cultural knowledge. Second, policies and strategies for cultural industry development must be improved, with journalism positioned as a central pillar. Third, fostering international cooperation will allow Vietnam to learn from countries with well-developed cultural industries, while simultaneously promoting the nation’s image abroad. These are seen as vital foundations enabling the press to fulfil its role in driving the growth of the national cultural industry.