Phân tích nguyên mẫu trong diễn ngôn chính trị về kỷ nguyên mới và khuyến nghị cho truyền thông chính sách tại Việt Nam

Vietnams new development context has created an urgent need to build social consensus around national strategic objectives. This paper approaches the issue from a discourse analysis perspective, advancing the hypothesis that the political discourse of Party leaders functions as a framing source that guides policy communication activities. Employing C. G. Jungs archetypal theory as the analytical framework, the study examines twelve strategic directive texts and speeches by General Secretary Tô Lâm published in the electronic version of the Communist Review during the pivotal period of 2024-2025. The findings indicate that discourse on the New Era closely aligns with and operates in accordance with the narrative structure of the Heros Journey, as reflected in the explicit identification of obstacles (such as wastefulness and bottlenecks), calls for collective engagement and commitment, and the establishment of strategic instruments (the four pillars ). Based on these findings, the paper offers specific recommendations for renewing policy communication think ing and practices, shifting from administrative information delivery toward communication that constructs aspiration and trust, thereby contributing to the realization of the national goal of a strong and prosperous Vietnam.