Vai trò của truyền thông trong các sự kiện cấp quốc gia ở Việt Nam

This article analyzes the role of communication in national-level events in Vietnam in the context of digital transformation, discursive competition, and increasing demands for national image governance. Using secondary document analysis, comparative analysis, and case study methods, the study systematizes the concepts of communi- cation, events, national-level events, and political communication. It also examines empirical evidence from the Na- tional Tourism Year – Dien Bien 2024, the celebration of the 50th anniversary of the Liberation of the South and National Reunification (2025), and the National Day celebrations on 2 September 2025. The findings indicate that communication is no longer merely a supporting activity external to events but has become an integral component of national event governance, fulfilling four primary functions: shaping public awareness and social consensus; expand- ing outreach and encouraging public participation; managing information risks and guiding public opinion; and pro- moting the national image to generate socio-economic development. Accordingly, the article proposes a shift from one-way propaganda to strategic communication management based on data, inter-agency coordination, and per- formance evaluation indicators.