Enhancing Civic Awareness and the Role of Media and Social Networks in Elections in Vietnam

Abstract

Elections constitute a fundamental right and duty of citizens in a socialist rule-of-law state. In the context of robust digital transformation, media and social networks play an increasingly vital role in enhancing political awareness, shaping public opinion and promoting responsible voter participation. This paper analyzes the current role of mass media and social networks in Vietnamese elections, clarifying the opportunities and challenges arising from the proliferation of digital platforms. Through a qualitative document analysis and multi-site case study of the 2021 National Assembly and People’s Councils elections, the study reveals a dual dynamic: mainstream media remains the primary, trusted source of procedural information, while social networks have become the dominant channel for interactive political engagement, particularly among voters under 35. However, this digital shift also presents signicant challenges, including the spread of misinformation, echo chambers and unequal access in remote and ethnic minority areas. On this basis, the study proposes evidence-based solutions to enhance media eectiveness in improving civic awareness, contributing to a healthy, democratic and modern political culture in Vietnam.