Political Theory

In the era of national ascent, building a modern, effective, and flexible national governance system not only meets the requirements of international integration but also serves as the foundation for realizing Vietnam’s development aspirations. The proposed solutions - from enhancing the leadership capacity of the Party to completing the rule-of-law institution and applying digital technology - are pillars that help build a transparent, accountable, and innovative governance system, meeting the needs of the people and creating momentum for rapid and sustainable development in the new era of development - the era of national ascent.

The choice of the Marxist–Leninist path of socialist revolution is the choice made by the history of the Vietnamese nation itself. Following this path, under the leadership of the Communist Party of Vietnam, the Vietnamese people overcame every difficulty and challenge, achieved great victories, and ushered in many new epochs of qualitative development. Therefore, in all circumstances, the entire Party, the entire military, and the entire people are united and determined to firmly safeguard the Party’s ideological foundation as the guiding principle for action, as we advance into the nation’s era of ascent and strive for new triumphs.

This article analyzes the structural transformation of the digital media ecosystem under the combined influence of platform capitalism, algorithmic personalization, and evolving audience behaviors. Drawing on three representative global datasets, Deloitte’s Digital Media Trends 2025, Kantar Media’s 2025 Media Trends and Predictions, and Kantar TGI’s Global Quick View 2025, the study examines how generational differences shape media consumption and how AI-driven recommendation systems reconfigure patterns of trust, engagement, and perceived value. The findings highlight three key dynamics: the ascendancy of social video platforms as primary media hubs, the fragility of subscription-based models amid declining loyalty and high churn rates, and the reconstitution of public trust through creator-led ecosystems and mediated algorithmically interactions. These results are interpreted through the theoretical lenses of media fragmentation, audience evolution, and algorithmic ethics. This offered both conceptual insights and practical recommendations for media organizations, platform designers, and policymakers navigating the challenges of a platformized communication environment.

Based on the Strategy for International Communication and Promotion of Vietnam’s National Image for the 2026–2030 period, with a vision to 2045, this article examines the role and current state of communication surrounding historical commemorative events in shaping Vietnam’s national image. Drawing on theories of national image and communication studies, the research employs a quantitative analytical approach, with a focus on two representative case studies: the A50 and A80 commemorative activities in 2025. The findings reveal three prominent trends: (1) the increasing visibility of Vietnam in international media; (2) a shift from the transmission of historical information toward a “nation storytelling” model; and (3) the emergence of a multi-platform digital communication ecosystem. On this basis, the article proposes recommendations to enhance communication effectiveness, thereby contributing to the consolidation of Vietnam’s national image, the strengthening of its soft power, and the elevation of the country’s standing in the context of global digital communication.