Vietnam’s propaganda system is widely perceived as cohesive and tightly managed, shaped by a centralised architecture that reflects the Communist Party of Vietnam’s longstanding commitment to narrative control. This perception has been reinforced by formal mechanisms of ideological oversight, from party-controlled media to mandatory editorial alignment with official positions. However, beneath this appearance of unity lies a more fractured and dynamic landscape. This article argues that Vietnam’s propaganda apparatus, while institutionally centralised, is increasingly shaped by internal tensions linked to deeper divides between two informal but influential elite coalitions. On one side are conservative actors embedded in the military and ideology apparatus, who prioritise ideological orthodoxy and regime security. On the other hand are reformist pragmatists, often drawn from diplomatic and economic institutions, who place greater emphasis on performance legitimacy, international engagement, and administrative modernisation. These factions not only pursue different policy priorities but also articulate competing narratives, leading to inconsistencies in Vietnam’s public messaging.
Elite Competition and Narrative Inconsistency in Vietnam’s Propaganda Apparatus | FULCRUM
