The role of international communication in enhancing the global perception of Vietnam

An Tran Kieu (2024) The role of international communication in enhancing the global perception of Vietnam. Faculty of International Management and Business.

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Abstract

This study, through the "Ghen Cô Vy" campaign, investigates how international communication aids in boosting the global image of Vietnam in the context of the COVID-19 crisis. Strategic communications were employed as countries tried to find solutions for the management of public health and related economic effects. This could be seen in the case of Vietnam through the use of the "Ghen Cô Vy" campaign; this served as an example of very effective public health communication beyond cultural and language boundaries for international acclamation. The case marks a new, critical moment of national branding that veers from the perspectives on economic development into the recognition of crisis management effectiveness or public health communication innovation. With popular culture embedded in its messaging, it garnered domestic success along with a surge in global social media, making a considerable contribution to the image of Vietnam abroad. Instead, research on the crisis of Vietnam analyzed that the strategic communication of Vietnam during the crisis would work for containment and, at the same time, work toward increasing the reputation of the country in the international arena, which in return reinstated a global perception that signified the governance strength and proficiency in the management of crises by the country. The research findings suggest that these kinds of inclusions of culturally resonant and creatively delivered messages can have huge effects on public engagement and compliance and, therefore, hold important lessons for global health communication strategies.

Institution

Budapest Business University

Kar

Faculty of International Management and Business

Department

Kommunikáció Tanszék

Tudományterület/tudományág

UNSPECIFIED

Szak

Kommunikáció és médiatudomány

Item Type:	Thesis (UNSPECIFIED)
Uncontrolled Keywords:	Covid-19, crisis management, international communication, national branding, public health communication, Vietnam
SWORD Depositor:	Archive User
Depositing User:	Archive User
Date Deposited:	2024. Sep. 26. 08:02
Last Modified:	2024. Sep. 26. 08:02

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