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HO CHI MINH NATIONAL ACADEMY OF POLITICS DO THI VAN HA PROMOTING VIETNAMESE CULTURAL SOFT POWER IN THE CONTEXT OF INTERNATIONAL INTEGRATION AT PRESENT SUMMARY OF THE PHD THESIS Field of study : Dialectical Materialism and Historical Materialism Code : 922 90 02 HA NOI – 2022 The thesis is completed at the HO CHI MINH NATIONAL ACADEMY OF POLITICS Supervisors: Assoc Prof Dr Nguyen Thi Nga Dr Hoang Thi Kim Oanh Reviewer 1: Reviewer 2: Reviewer 3: The thesis will be defended in front of the Thesis Committee at Academy level, at the Ho Chi Minh National Academy of Politics At…… hour…… date …… month …… year…… The thesis can be found at the National Library and the Library of Ho Chi Minh National Academy of Politics INTRODUCTION The neccessity of the thesis At present, international integration has become a reality spreading all over the world It brings great opportunities to achieve rapid development in every country, especially developing countries like Vietnam In fact, participating in international integration is an indispensable requirement for countries if they want to survive and develop along with the common development process of the world in today's era Therefore, more and more countries, including Vietnam, have actively and deeply integrated into the global game, enhanced cohesion and cooperation with other countries to exploit the values, benefits from integration to accelerate the development of the country However, besides the great benefits, the integration process also has negative impacts on many aspects and areas of social life One of those negative effects is the process of expanding cooperation, exchange and comprehensive integration, and foreign cultural products are not suitable for national cultural characteristics and traditions easily infiltrated into cultural and spiritual life of nations, causing adverse effects on the perception and orientation of cultural, aesthetic, and moral values of people in a country, eroding the fine traditional culture of the nation In addition, the integration process also causes undeveloped countries with low competitiveness to suffer many losses, even to be oppressed and unfairly treated In that context, countries, especially those that not have potential, economic and military strength but want to improve their national synergy and expand their influence in international relations, need to be interested in promoting cultural soft power Because, this is not only an effective solution in increasing the position and influence of a country in international relations to be able to get the benefits from integration for national development, but also contribute for protecting the national cultural identity amidst negative external influences Since the early 90s of the twentieth century, cultural soft power has been mentioned and has quickly been widely disseminated, receiving great attention from not only academic researchers but also of policy makers, politicians In fact, many countries have researched and applied this theory well in the country's development practice and have been successful It is worth mentioning that, unlike the use of military or economic power, cultural soft power is not the monopoly of large countries with strong economic potential Each country, even those with a weaker starting point in global competition, can also be used as an effective solution to increase national synergy However, application and promotion of cultural soft power by countries does not have a general formula for all, but depends on many specific issues in each country Therefore, each country needs to research to find out methods and ways to arouse and promote effectively its cultural soft power Possessing a diverse cultural treasure, rich in identity, formed through thousands of years of history, Vietnam impresses international friends with many cultural heritages, many typical cultural values such as kindness and patriotism, solidarity, will to be strong, spirit of peace, kindness, tolerance Throughout the nation's history, generations of our ancestors knew how to exploit and use soft power from those traditional cultural values as one of the ways to build and defend the country, even though it has never been declared or confirmed in theory This is one of the important factors that helps our nation not only to defeat many aggressors who are stronger than us in terms of military strength and economic potential, but also to help bring the country overcome all difficult and crisis time and reap the proud development achievements like today Currently, Vietnam has been actively integrating to take advantage of available advantages in order to maintain independence, sovereignty, national security and develop the country More than ever, we need to make efforts to exploit and promote all sources of national strength, especially the source of endogenous and soft power from the rich and diverse traditional cultural values that are the value asset and our advantage in order to promote, create "brand", expand the influence of national culture, thereby promoting cooperation with other countries and obtain economic benefits, increase national synergy, realize the aspiration to develop a prosperous and happy country From the above reasons and so far, the studies from a philosophical perspective on the issue of soft power, Vietnamese cultural soft power, and promotion of Vietnamese cultural soft power are still few which is not systematic and in-depth, so the author chooses the issue "Promoting Vietnamese cultural soft power in the context of international integration at present" as the research topic Objectives and tasks of the research 2.1 Objectives of the research On the basis of clarifying a number of theoretical and practical issues in promoting Vietnamese cultural soft power in recent years, the thesis proposes a number of solutions to improve the effectiveness of promoting Vietnamese cultural soft power in the context of international integration at present 2.2 Tasks of the research To achieve the above goal, the thesis focuses on solving following tasks: - Analyze some theoretical issues about cultural soft power and promote Vietnamese cultural soft power in the context of international integration today, and point out the necessity of promoting Vietnamese cultural soft power in the context of international integration - Analyze the achievements, limitations and causes of limitations in the process of promoting Vietnamese cultural soft power at present - Propose a number of key solutions to improve the effectiveness of promoting Vietnamese cultural soft power in the context of international integration Subject and scope of research 3.1 Research subject The thesis focuses on researching the issue of promoting Vietnamese cultural soft power in the context of international integration 3.2 Research scope - In term of space: The thesis focuses on promoting Vietnamese cultural soft power in interaction with other countries - In term of time: Studying the issue of promoting Vietnamese cultural soft power in the context of international integration since 2011 (when the concept of "international integration" was officially mentioned in the XI Party Congress Documents of the Communist Party of Vietnam) to date Theoretical basis and research methods 4.1 Theoretical basis - The thesis is based on the theoretical basis of Marxism - Leninism, Ho Chi Minh thought, especially the viewpoints, guidelines of the Party and the State's legal policies on culture, international integration, the role of cultural soft power, promoting cultural soft power in the integration process - The thesis acquires and selectively inherits the scientific values of a number of published research works related to the content of the thesis 4.2 Research methods On the basis of methodology of dialectical materialism and historical materialism, the thesis uses a combination of research methods such as historical and logical methods, analytical and synthesis methods, method of abstraction, generalization, etc., and at the same time, combining some research methods of other sciences such as analyzing sociological statistics, etc to accomplish objectives and tasks that the thesis New contributions of the thesis - The thesis contributes for systematizing and clarifying some theoretical issues about soft power, cultural soft power, promoting Vietnamese cultural soft power in the context of international integration - The thesis analyzes achievements and limitations in promoting Vietnamese cultural soft power in the context of international integration - The thesis proposes some basic solutions to improve the effectiveness of promoting Vietnamese cultural soft power in the context of international integration Scientific and practical significance of the thesis - Scientific significance of the thesis: Content of the thesis will contribute for supplementing and clarifying theoretically issues related to soft power, cultural soft power, the role of cultural soft power in the context of integration, necessity and methods of promoting Vietnamese cultural soft power in the context of international integration - Practical significance of the thesis: Possible solutions proposed by the thesis for promoting Vietnamese cultural soft power in the context of international integration will be valuable suggestions for researchers, policy makers to build develop policies, programs and action plans to more effectively promoting Vietnamese cultural soft power in the context of international integration The thesis can also be used as a reference, researching, teaching and learning in universities and academies today Structure of the thesis In addition to the introduction, conclusion and list of references, the thesis consists of chapters and 13 sections Chapter LITERATURE REVIEW OF RESEARCH WORKS RELATED TO THE THESIS 1.1 RESEARCH WORKS ON SOFT POWER 1.1.1 Foreign studies on soft power Professor Joseph Nye, Harvard University, USA is often seen as the originator of the "soft power" theory in the world J Nye's theory of soft power has generated a lively discussion in Western academic circles Many authors have continued to research, critique and expand this issue in their works The heated debate around this issue proves that this is a practical issue that every country needs to face in the current context Although Nye has been criticized for focusing only on the US case when making his theory of soft power, most researchers agree with his concept of soft power Nye's original soft power theory has also been expanded and added more content, helping to improve and clarify the issue 1.1.2 Domestic studies In Vietnam, research on soft power has only begun in the past ten years Basically, in Vietnam, there are not many theoretical studies on soft power like some countries in the region and in the world Most of these works, when presenting the issue of soft power, approach from the perspective of J Nye, who is considered as the father of this theory Basically, the research works on soft power by Vietnamese authors have not yet systematically organized the currents of views on soft power in the world or the theoretical controversies surrounding this concept At the same time, there has not been any quantitative research on Vietnam's soft power and soft power issues 1.2 RESEARCH WORKS ON CULTURAL SOFT POWER 1.2.1 Foreign research projects There have been many studies explaining the important role of culture in increasing the soft power of a country These works all emphasize the role of culture in promoting the soft power of a country, especially in the context of international integration at present Most of the articles focus on commenting on a specific case, on culture and elements of culture as a source of soft power of a particular country This fact is because the use of cultural soft resources, which is specific to each country but not have a common way for all countries 1.2.2 Domestic research projects Like the issue of soft power, cultural soft power has also recently been interested by Vietnamese authors Basically, the research works on cultural soft power in Vietnam mainly focus on the importance of cultural soft power and the specific cultural soft power issue of a country The research works of domestic scholars on theory of cultural soft power, like most foreign scholars, revolve around the soft power theory of Joseph Nye who is considered the father of this theory Up to now, the research works on cultural soft power are not many in number, mainly small-scale projects in Vietnam If compared to the academia of many countries around us like China or Korea that focus on exploiting their own conceptions of cultural soft power, then the issue of cultural soft power and Vietnamese cultural soft power has clearly not been studied systematic 1.3 RESEARCH WORKS ON PROMOTION OF CULTURAL SOFTPOWER 1.3.1 Studies on practice of promoting cultural soft power in some countries in the region 1.3.1.1 Korea When formulating national policies, the Korean government does not promote the expansion of the Korean Wave as a separate field, focusing only on increasing role of popular culture in the world with enhancement of the national image, which developed it as part of the national economy because they believed that growth of the country's economy with the support of Korea would both create hard and soft powers, to develop economy and earn profits, and promote, develop the image and reputation of the country Therefore, the Korean government has materialized cultural products through their subsidies and legal support to the national economy while promoting cultural products to enhance the image of the Korean nation 1.3.1.2 Singapore Basically, from the beginning, Singapore did not really aim to develop its own soft power or national soft power, but rather to find a model, a way to develop the country in the specific conditions of the country However, in the process of construction and development, it is the lack of natural resources, land, and limited human resources that has made Singapore strive to create unique and innovative development models, and the success of these models has spread the image of the country, thereby creating Singapore's soft power 1.3.1.3 China Over the years, the Chinese government has increased its attractiveness and cultural influence to countries in the region and around the world in various ways In terms of cultural diplomacy, studies show that the Chinese government has promoted cultural and educational exchanges with many countries around the world They built overseas Chinese cultural centers and Confucius Institutes to promote their own language and cultural heritage In terms of education, they actively provide scholarships and create favorable conditions for foreign students to study in China In terms of media, China promotes media channels to promote their country's image to the world such as online newspapers, television, internet, etc Through the entertainment industry, movies, TV series, Chinese music and entertainment programs also spread especially in Asian countries, then into Africa and Latin America 1.3.1.4 India The government of India implemented the policy of "Act East" to create links between India and Buddhist countries in the world, established the Indian Council for Cultural Relations (ICCR) to focus on promoting Indian culture to the world through the spread of literature, dance, yoga… Like many countries, India promotes student exchange through scholarships for foreign students and cooperation between universities and research institutes in Asia to promote their unique cultural values to the partnering countries Besides, India also chooses to focus on developing the cultural industry, especially the film industry 1.3.2 Research works on promoting Vietnamese cultural soft power in the context of international integration Many researches on Vietnamese culture confirm the role of Vietnamese culture in the development of the country, but these works are mainly approached from endogenous aspects, i.e consider culture as one of the aspects of Vietnamese social life, considering its impact on the development of Vietnamese society and people Some studies on cultural diplomacy mention the role of culture in enhancing image and status of the country, but only focus on the policy aspect Meanwhile, the influence of one country on another in the current period is very much when not directly from policies but from aspects of communication, literature art, outstanding individuals in a specific field Some works have initially studied the issue of cultural soft power and promoted the cultural soft power of Vietnam, but not systematically Up to now, there has been no scientific work directly discussing the issue of promoting Vietnamese cultural soft power, especially in the context of international integration 1.4 OVERVIEW OF THE VALUE OF SCIENTIFIC WORKS RELATED TO THE THESIS AND ISSUES THAT NEED FURTHER STUDY 1.4.1 Overview of the value of published scientific works related to the thesis On the basis of research and systematization of domestic and foreign documents related to the thesis, the author finds the following problems: Firstly, the soft power theory was born not by accident but as a result of process of awareness and problem solving of countries in the new context Secondly, there are many resources to create soft power, typically culture, political ideology, and national policies, in which culture is one of the important resources The focus on using resources to build and promote the soft power of each country depends on the specific conditions and situations of that country Thirdly, Vietnamese researchers have affirmed the great role of culture in the development of the country But, most of these studies only mentioned to the impact of culture on Vietnamese people within the country, not to mention the effects that culture can create outside the country, for foreigners who, through these influences, can increase the power and influence of the country 1.4.2 Issues that need to be further studied in the thesis In Vietnam, the study of soft power, cultural soft power and ways to promote cultural soft power, contributing to strengthen the national power, promoting development of the country is necessity at the present 11 identifies a number of methods suitable for Vietnam in the context of integrating into the international community: First, spreading the nation's unique cultural values through cultural diplomacy; Second, spreading the nation's unique cultural values through the development of cultural industries; Third, spreading the nation's unique cultural values through mass communication; Fourth, spreading the unique cultural values of the nation through tourism development 2.2.2 Some factors affecting the promotion of Vietnamese cultural soft power * Active initiative of the actors: The cultural potentials of Vietnam will not be able to become the country's cultural soft power if it is not through effective propaganda, promotion and dissemination activities consciously, purposefully, and in appropriate ways implemented by the coordination of actors promoting the country's cultural soft power These subjects include cultural leaders and managers, cultural workers, creators of cultural products (intellectuals, artists and writers) and the entire Vietnamese people - the owner and plays the role of preserving, protecting and promoting those cultural values * Political environment: Political stability, including stability in security and social order, is our strong point when promoting cultural values Strategies and policies to develop culture in general and promote Vietnamese culture to the outside in particular have created the basic institutional frameworks for promoting cultural soft power At the same time, the innovations in the Party's awareness of the culture’s role in the country's development have also made it possible for managers and artists to overcome previous prejudices that culture has no economic function In fact, it only plays the role of a propaganda tool, an ideological weapon, etc Thanks to that, the creative capacity of intellectuals and artists is liberated, and at the same time, it creates conditions to expand investment in cultural products and services * Economic environment: Since Doi Moi, we have transformed from a centrally planned economy to a market-based economy, developing a multi-sector economy in which the private sector playing an increasingly important role Since then, Vietnam has been building an independent and self-reliant economy, promoting internal resources, integrating and international cooperation, closely associated with cultural development, 12 realizing social progress and justice, protecting the environment, carrying out industrialization and modernization of the country Stable economic growth, increasing per capita income have contributed to creat more attractiveness for promoting cultural soft power * Cultural environment: The cultural life of Vietnamese people has been raised to a new level, becoming more diverse and richer than before Traditional values and traditional cultural and artistic forms have been restored and promoted, in addition to widely absorbing cultural values as well as new cultural and artistic forms of the world which contribute improving the level of cultural enjoyment of the people * Globalization: Globalization has become an inevitable process of constant development, pulling the whole world into the process of integration, development, cooperation and struggle for national interests The continued development in both the level and nature of globalization and international integration leads to the trend of peace and cooperation in the world, making all countries includes big or small, developed or developing ones which are looking for solutions to diffuse their culture to increase their own soft power At the same time, the strong development trend of science - technology also promotes the process of globalization and international integration to make stronger strides, creating effective tools for promoting the culture of countries 2.3 INTERNATIONAL INTEGRATING AND THE NEED FOR PROMOTING VIETNAMESE CULTURAL SOFT POWER IN THE CONTEXT OF INTERNATIONAL INTEGRATION 2.3.1 Overview of international integration Process of international integration is an inevitable process, departing from the strong development of productive forces in the economies, then breaking the isolation of each country, creating cohesion and dependence between nations and peoples on a global scale Development of productive forces and the birth, development of the market economy in capitalism lead to the need to expand the national market, to form regional and international markets Recently, the scope and field of integration has been more expanded Not only economic integration, countries are increasingly interested in promoting integration in other fields, such as politics, national defense and security, culture - society, education and science because the need to share values, resources, interests among 13 nations in order to achieve certain goals or to maintain peace and security as well as solve global problems 2.3.2 The need to promote Vietnamese cultural soft power in the context of international integration Firstly, promoting Vietnamese cultural soft power is a way to increase national synergy in line with the trend of the times Secondly, promoting cultural soft power is one of the effective ways to help Vietnam overcome the challenges of international integration Thirdly, promoting cultural soft power helps to resurrect good traditional cultural values of the nation, contributing to maintaining the national cultural identity in the context of international integration Fourthly, promoting cultural soft power is one of the solutions to implement the strategic goals in developing country in the new era Conclusion of chapter Development of soft power theory as well as the interest of many policy makers shows that the use of soft power, cultural soft power is one of the appropriate and effective methods to increase national power Among resources, culture is the most important potential source to help constitute a country's soft power Going through a process with specific mechanisms, including exchanging, spreading, building trust and influencing people from other cultures, that potential source will become cultural soft power of nations This process requires an overall strategy with a skillful combination of different methods, depending on the conditions of each country In Vietnam, we have a lot of cultural potential to be able to promote the country's cultural soft power Based on the potentials of a diverse and unique culture, rich heritages include both tangible and intangible ones, Vietnam can confidently plan a specific strategy to increase national strength based on its culture, in order to not only enhance image and position of the country in the international arena, but also to cope with the encroachment and influence of foreign cultures that affected to every citizen Chapter PROMOTING VIETNAMESE CULTURAL SOFT POWER IN THE CONTEXT OF INTERNATIONAL INTEGRATION – SITUATION AND CAUSES 14 3.1 THE SITUATION OF PROMOTING VIETNAMESE CULTURAL SOFT POWER IN THE CONTEXT OF INTERNATIONAL INTEGRATION 3.1.1 Some achievements Achievements in spreading the nation's unique cultural values through cultural diplomacy activities Firstly, cultural diplomacy activities have contributed to promote the core spiritual values of the Vietnamese people through such forms as: honoring cultural celebrities and typical individuals in Vietnamese culture; actively participate in international organizations and multilateral forums such as the United Nations, ASEAN, APEC, UNESCO, Francophonie , contributing substantially in terms of ideas, experiences, and initiatives, participated in the development of important conventions and drafts, which were supported and appreciated by countries Secondly, through its activities, cultural diplomacy has contributed to promote Vietnam's cultural heritages and products to the world Besides, the program of teaching Vietnamese abroad is also an important activity of cultural diplomacy, contributing to preserve and transmit the national cultural identity to the Vietnamese community and Vietnamese origin who is living abroad, then foreigners Cultural diplomacy is not only promoting traditional values of the nation but also contributing to the selective acquisition of the values and cultural quintessence of humanity to enrich the cultural identity of the nation Over the years, many cultural diplomacy activities have been organized in Vietnam to promote cultural understanding between Vietnamese people and the expatriate community living in Vietnam Achievements in spreading the nation's unique cultural values through production and export of cultural products Although Vietnam's cultural industries have just undergone a transformation from a centrally planned economy to a market economy, their development is still modest, but certain achievements have also been achieved in promoting the country's cultural soft power Vietnamese cultural products and services are increasingly developed, diversified in content and form, and began to reach out to the world: cinema, performing arts, fine arts, and photography 15 Achievements in spreading the nation's unique cultural values through mass media activities Through various types of print, audio, video, and electronic newspapers, guidelines and policies of the Party and State are quickly conveyed to all classes of people The press contributes to raise the people's intellectual level, partly meets the cultural and entertainment needs of the people, introduces to other nations and friends around the world about the country and people of Vietnam, achievements of the innovation work Through communication channels, cultural products such as poetry, prose, drama, dance, music, pictures, films of all kinds, architectural art works, major scientific works are transmitted to the people and foreigners In addition, it is necessary to mention the rise of new media in Vietnam as one of the channels to promote Vietnamese culture outside Achievements in spreading unique cultural values of the nation through tourism development The tourism industry plays an extremely important role in promoting the country's cultural values, cultural heritages and cuisine In recent years, Vietnam's cultural tourism industry has created many attractive tourism products for domestic and foreign tourists Up to now, the cultural tourism products of Vietnam that have been implemented which can be mentioned as heritage tourism, rural tourism, community tourism, and craft village tourism Culinary tourism has also begun to be deployed in our country, although it has not developed as strongly as the previous types, but it has great attraction to the international community Vietnamese cuisine lists a number of dishes that are considered by many foreigners as a must-try characteristic of Vietnam 3.1.2 Some limitations - The form of implementing cultural diplomacy is still not diverse, there is no effective coordination among relevant units, and at the same time, there is a lack of a cultural message bearing the imprint of Vietnam - Mass communication is still backward in technology, monotonous, slow to innovate in terms of content, and lacks unique, attractive and specialized media products to promote Vietnamese culture Firstly, the content of TV, radio programs, and press information channels about Vietnamese culture has existed but is not 16 unique and has not really created attractiveness for domestic and foreign people Therefore, the accessibility of Vietnamese television and radio channels to foreigners is not high Secondly, domestic communication channels have grown rapidly in quantity but inadequate in quality, with a lot of chaotic information, affecting the recipients of information - Production and export of cultural products are still limited compared to their potential and have not achieved the desired effect The products of Vietnam's cultural industry are still few, not diversified, and not have their own identity - The tourism industry has not made a breakthrough, lacks unique tourism products, develops in favor of breadth, not commensurate with the potential Firstly, the tourism infrastructure is not synchronous, there is no master plan, the system of restaurants, hotels, entertainment facilities, services, and a system of tourist souvenirs typical of the remaining regions Poor quality, lack of uniformity, low product quality makes it difficult to attract tourists with high spending capacity and long stay Secondly, cultural tourism exploits heritages and craft villages but has not paid to attention to heritage protection and anti-degradation Thirdly, Vietnam has not yet fully exploited the unique values of cuisine as a national asset We are still in a safe zone and are used to introducing only traditional dishes, not knowing how to make a difference, breakthrough, or uniqueness that reminds us of Vietnam Therefore, the identification of our cuisine abroad is not clear, has not created a different impression to remind and relate to our country 3.2 CAUSES OF THE SITUATION 3.2.1 Cause of achievements Firstly, actors, especially leaders and managers, have a better awareness of the need to promote cultural soft power, and at the same time have a coordination in promoting cultural strength of the country Secondly, Vietnam initially selected and identified a number of appropriate contents to promote the country's cultural soft power Thirdly, on the basis of identifying the goal of promoting cultural soft power, we have gradually implemented a number of methods to promote the cultural soft power of the nation through national strategies on cultural diplomacy, mass communication, development of cultural industries, development of cultural tourism industry 17 3.2.2 Cause of limitations Firstly, the initiative and positivity of actors in promoting Vietnamese cultural soft power is still not high, making many obstacles in promoting cultural soft power Secondly, the identification of outstanding cultural soft power contents that need to be promoted is not very clear Thirdly, Vietnam still lacks of experience in using a number of methods to promote cultural soft power, leading to low efficiency Fourthly, limited economic and social conditions lead to a lack of resources to promote the country's cultural soft power Conclusion of chapter Although Vietnam's approaches and goals on promoting cultural soft power have only occurred in recent times, it cannot be denied that a long time ago, we assessed the more specifically about the role of culture in development of the country The above research results and practical data have shown us the initial achievements of promoting Vietnamese cultural soft power, reflected in the increasing awareness of the actors about the role of promoting cultural soft power and number of cultural potentials has been initially promoted through a number of basic methods such as cultural diplomacy and cultural tourism It can be said that in the recent international integration process, we have begun to effectively exploit the country's cultural potentials to serve the work of introducing and promoting Vietnamese culture and people Through this, the values and characteristics of Vietnamese culture are known more and more, contributing to build the image of a beautiful and rich Vietnam However, building of a national image and impressions that our culture creates for international friends is only in the initial steps Process of promoting Vietnamese cultural soft power so far is still facing many problems, especially problems of mechanisms and methods to promote cultural soft power that are still lacking in synchronization, slow to innovate which leading to limited results Results that we have achieved which are not really worthy of the potential of a rich culture with thousands of years of traditions, with creative cultural subjects like the Vietnamese people That potential, if properly aroused, will certainly create a strong impetus to bring the country to outstanding development, through the middle stage of 18 development, to realize the goal of " Wealthy people, strong country, just and civilized society" Therefore, one of the things to is to find out suitable measures and methods to promote Vietnam's cultural soft power, improve its role and position as well as increase the country's strength in the international area Chapter SOME MAJOR SOLUTIONS TO EFFECTIVELY PROMOTE VIETNAMESE CULTURAL SOFT POWER IN THE CONTEXT OF INTERNATIONAL INTEGRATION 4.1 INCREASE AWARENESS AND ACTIVE, POSITIVE COORDINATION OF SUBJECTS IN PROMOTING VIETNAMESE CULTURAL SOFT POWER - For leaders and managers: In order to promote cultural soft power, Vietnam needs to actively develop an overall national strategy as well as a detailed roadmap in promoting cultural values and typical cultural products to other countries This plan needs to be considered in accordance with the international context in each period, as well as the specific conditions of Vietnam, both in terms of economic and human resources In terms of organization, it is necessary to have a central authority to organize and coordinate activities among ministries, branches, localities and related units, avoiding overlap in the implementation of activities to promote cultural soft power Regarding content of the plan, in our opinion, first of all, it is necessary to focus on promoting the good values of Vietnamese culture through the activities of Vietnamese people in work and study In terms of methods, promoting cultural values needs to be done simultaneously through many channels: cultural products (books, newspapers, movies, media, international activities ), especially through shaping the working style, lifestyle and behavior of Vietnamese people Finally, it is necessary to determine the order of priority objects, their context and their cultural access needs, so that we can build a detailed plan on how to promote cultural soft power to suit the characteristics of the object we want to access Along with building cultural institutions, it is necessary to expand and socialize the promotion of cultural soft power in order to encourage creativity and cultural exchange of the people, businesses - the rest of the 19 country's cultural soft power Their participation not only contributes to the expansion of cultural promotion activities, but also facilitates access to the mass public abroad This process requires close supervision and direction by state management agencies in charge of culture to ensure cultural messages and content - For intellectuals, writers and artists: It is necessary to focus on training, fostering and improving the understanding of cultural workers at all levels in the direction of professionalism and thorough understanding of identity national culture, professional characteristics, characteristics of artistic labor and unique aesthetic value of literary and artistic works For the contingent of writers and artists, it is necessary to foster ideals, a sense of responsibility to serve the Fatherland, serve the people, foster the spirit of wholeheartedly preserving and promoting the unique values of Vietnamese culture through his own works For some traditional art branches, it is necessary to have policies to honor folk artists who hold special knowledge and experience in that art field - For the people: For the Vietnamese in the country, it is necessary to enhance the activeness of the people in promoting cultural soft power through activities to build cultural "soft power", first of all paying attention to historical education and training people in a new context For overseas Vietnamese: First of all, it is necessary to develop a sense of community among overseas Vietnamese through consolidating and organizing overseas Vietnamese associations, professional associations, and social organization, culture, art, Vietnamese clubs At the same time, mobilize and encourage those organizations through cultural information activities or daily life to preserve and promote Vietnamese cultural identity, maintain and spread the Vietnamese language outside the country The quintessence of Vietnamese culture that is easily accessible and attractive to a large number of foreign audiences such as cuisine, music, painting, national costumes, etc., should be promoted through cultural and economic exchanges and activities 4.2 IDENTIFYING CONTENTS OF CULTURAL SOFT POWER CONTENTS THAT NEED TO IMPROVE TO BE SUITABLE FOR THE POTENTIAL AND CONDITIONS OF VIETNAM IN THE CURRENT CONTEXT It is necessary to build and promote Vietnam's new core cultural value system, and at the same time fight to eliminate the "anti-values" in the 20 Vietnamese people today In the new value system, in addition to typical traditional values such as patriotism and peace, we also need to focus on building and developing modern values that Vietnamese people lack, such as: legal consciousness, cooperation spirit, civic responsibility, bravery and mastery In addition, traditional values such as patriotism, solidarity also need to be expanded to be suitable for the new context of the country This new value system will be the bridge between the past and the modern, both with characteristics and condensed national history, and need to be suitable with the development and progress of mankind, and more suitable with the culture of Vietnam In modern times, the more popular it is, the greater its attraction and influence in the world will be 4.3 INNOVATING AND IMPROVING EFFICIENCY METHODS TO PROMOTE VIETNAMESE CULTURAL SOFT POWER TODAY 4.3.1 Continue to innovate and promote the role of cultural diplomacy in promoting Vietnam's cultural values and images abroad Firstly, it is necessary to build a Vietnamese cultural message as a declaration about the country and people of Vietnam Secondly, in order to improve the effectiveness of cultural diplomacy, it is necessary to expand the scope, quality, and diversify activities of propaganda and introduction of Vietnamese culture and art to the international community Thirdly, in order to introduce more widely the image of Vietnam, it is necessary to strengthen activities to spread the language, culture and image of the country through specialized organizations such as overseas Vietnamese cultural centers 4.3.2 Strengthen the development of cultural industries and focus on exporting cultural products abroad Firstly, it is necessary to continue to develop and improve policies for the development of cultural industry in the new period in the direction of improving the efficiency of the enforcement of intellectual property rights, and promoting healthy competition in the market; preferential policies on capital, tax, land Secondly, promote the training of professional human resources for the cultural industries Thirdly, strengthen the application of scientific - technical achievements and modern technologies in the creation, production, dissemination and preservation of cultural products and improve the quality of cultural services; renovate 21 contents and modes of operation of cultural industries in association with the application of modern science and technology; improve the scientific technical content in the production chain of products and services of the cultural industries Fourthly, develop preferential policies, promote propaganda, investment in development of cultural industries that have advantages and potentials such as cinema, performing arts, advertising, and crafts, fine arts, software and entertainment games, television and radio Fifthly, expand international exchanges and cooperation in the production of cultural products 4.3.3 Innovating and mproving the effectiveness of mass communication in promoting Vietnamese cultural soft power Firstly, to create conditions for the strong development of forms of communication such as newspapers, radio, television and internet Secondly, to focus on investing, producing publications, books, specialized pages in many foreign languages, developing new communication channels such as social networks in order to provide complete and clear information about culture and Vietnam, creating favorable conditions for tourists when they want to visit Vietnam Strengthen international cooperation, invite foreign press reporters to Vietnam to report and write articles; strengthen cooperation with foreign press agencies to develop articles and reportage to promote the image of Vietnam, thereby increasing the duration and frequency of appearance of the country, people and culture of Vietnam on major information and television channels in the world 4.3.4 Continue to develop the tourism industry, especially cultural tourism in the direction of improving service quality, making Vietnam a leading tourist destination in the region and the world Firstly, improve the quality of tourism services Secondly, train and improve tourism human resources Thirdly, develop markets, promote tourism brands, especially tourism brands with highly competitive positions in the region and in the world: heritage tourism, culinary tourism 4.4 STRENGTHEN RESOURCES AND ENSURE CONDITIONS TO IMPROVE THE EFFECTIVENESS OF PROMOTING VIETNAMESE CULTURAL SOFT POWER 4.4.1 Increasing investment resources in promoting cultural soft power 22 Firstly, it is necessary to increase the total investment in culture in the total national budget expenditure Secondly, in order to achieve high efficiency in promoting cultural soft power, in addition to state investment, it is necessary to encourage domestic and foreign enterprises to increase investment in cultural creative activities as well as in cultural products and services 4.4.2 Pay more attention in training Vietnamese cultural human resources in the current international integration context It is necessary to develop a policy on human resource development according to the roadmap of process of promoting cultural soft power at each stage In order to acquire this human resource, it is necessary to pay substantial attention to the social sciences and humanities, so that Vietnamese intellectuals and researchers in the social sciences and humanities have enough motivation to creative research, provide scientific grounds for the planning and implementation of strategies to promote the country's cultural soft power 4.4.3 Building an attractive cultural environment to promote Vietnamese cultural soft power Journey to build an attractive culture in itself is a long one, requiring inheritance from traditional values, innovation and creation of modern cultural values, and also based on the level of economic, political and social development of the country Because a culture with real power will penetrate into every area of social life, from economy to politics and society, becoming an endogenous force, promoting the country's sustainable development Obviously, it is difficult to get national cultural soft power if it is based on a too low economic background or an underdeveloped political and social background Conclusion of chapter Although most of the views of politicians and scientists agree on the use of culture as one of the important tools to enhance national synergy, create competitiveness in the international arena, promoting cultural soft power in each country is completely different In other words, there is no universal formula for how to enhance the influence of one's national culture on the world, to promote the cultural soft power of the nation effectively Therefore, the process of promoting the cultural soft power of each country requires careful calculation to achieve high efficiency The process of 23 promoting this cultural soft power will be specifically influenced by many factors, from regional context, political regime, specific cultural identity, mechanism to convert cultural soft resources into strength cultural soft power… All of these factors affect the process of shaping the strategy of promoting the cultural soft power of each country, so they need to consider the most appropriate methods to achieve their goal The system of solutions to promote Vietnamese cultural soft power is firstly directed at building content to promote cultural soft power - the nation's cultural value system The most important foundation of our cultural soft power must be a modern, developed culture with a humanist nature, towards sustainable development of people and society That is the core of cultural soft power, from which we can promote, spread and make it more widely known, assimilated and accepted by the international community On the basis of a good culture, a highly developed society in terms of economy and human liberation, we can build a master plan, detailed roadmap with clear positioning on subject, about the recipient, and at the same time continue to innovate ways to promote cultural soft power in each specific field such as cultural diplomacy, cultural industry, mass communication and tourism in order to promote the culture of the country 24 CONCLUSION Globalization and international integration have led to the closeness and interdependence of countries in the world, so today, most countries realize the importance of soft power Cultural soft power in increasing the power and influence of the country in the international arena, thereby moving towards the desired goals and benefits Compared with the coercive ways to achieve goals and strengthen the position in the past, in the current world context, flexible and flexible ways, especially through cultural activities, show that role and influence is not inferior However, the construction and promotion of cultural soft power depends on each specific country, because each country has different cultural soft power potentials During thousands of years of history, as a small country but often facing many fierce challenges in terms of natural disasters and enemy sabotage, the Vietnamese soon realized the importance of using soft power to increase national strength, defeat aggressors stronger in strength and military stature Possessing a divert cultural heritage with many values formed and molded over thousands of years of history, among them, many values are adapted to the modern world, Vietnam has many favorable conditions for promoting cultural soft power, contributing to the development of the country In particular, in the context of the country's active and extensive international integration today, we are in a favorable historical context to unleash the potentials of cultural soft power, turning it into a strength of the country In the past time, Vietnam has initially promoted its culture to the outside, turning them into attractive points for other cultural communities, thereby building a beautiful and rich identity image of Vietnam in the eyes of international friends However, process of promoting cultural soft power requires an overall strategy with synchronous solutions in many fields and industries, which Vietnam currently has limitations In the coming period, in order to promote the most effective Vietnamese cultural soft power, we need to be aware of cultural potentials, identify cultural strengths to focus on exploiting, at the same time, to recognize the advantages and limitations of the process of promoting Vietnamese culture to the world so far, thereby determining an overall strategy, under which are specific strategies for each industry and each field By that way, we are able to promote the country's rich cultural potential, turning it into a strength to not only protect but also develop the country in the future LIST OF PUBLISHED WORKS BY AUTHOR RELATING TO THE THESIS Do Thi Van Ha (2019), Vietnamese Culture - An Important Component of Vietnamese Soft Power, Proceedings of the National Scientific Conference "Vietnamese Culture and the Development of the Country", Labor Publishing House society, Hanoi, p 305 - 311 Do Thi Van Ha (2019), The role of culture in the process of building soft power in Vietnam today, Journal of Education & Society, special issue 2nd, April, p 334 – 337 Do Thi Van Ha (2019), Cultural diversity – The potential of Vietnamese soft power, Journal of Political Theory, No 11, pp.78 - 83 Do Thi Van Ha – Hoang Thi Kim Oanh (2020): Culture – The core of soft power in Vietnam, American Research Journal of Humanities and Social Science, Volume-03, Issue-12 Nguyen Thi Nga – Do Thi Van Ha (2020), Promoting cultural soft power in sustainable development in Vietnam today, Journal of Political Theory, No 12, p 73-78 Nguyen Thi Nga – Do Thi Van Ha (2021), Promoting cultural soft power for sustainable development in Vietnam today, Political Theory, Vol.28, March 2021, p.60 - 66 Do Thi Van Ha (2021), Developing Vietnamese culture in the context of international integration in the spirit of the 13th Party Congress, Proceedings of the National Scientific Conference " To be fully aware of documents of the XIII Congress of the Communist Party of Vietnam in teaching political theory subjects at higher education institutions ", Dan Tri Publishing House, p 388 – 396 ... ministries, branches, localities and related units, avoiding overlap in the implementation of activities to promote cultural soft power Regarding content of the plan, in our opinion, first of all,... significance of the thesis: Content of the thesis will contribute for supplementing and clarifying theoretically issues related to soft power, cultural soft power, the role of cultural soft power in the... soft power issue of a country The research works of domestic scholars on theory of cultural soft power, like most foreign scholars, revolve around the soft power theory of Joseph Nye who is considered