Ethics in Health Public Communication - Vietnam’s Communication in COVID-19)

Author: Hang Le

During Week 6 of the Professional Communication Foundation course, I learned about the complex relationship between ethics and communication, with a particular focus on public health communication during the ongoing COVID-19 pandemic. I found the exploration of ethical issues in journalism and the Vietnamese government's communication during this time particularly interesting, as it touches on the issue of propaganda in public health communication. This has given me valuable insights into how communication practitioners can consider ethical aspects when creating content, especially on sensitive topics related to human health.

Many ethical concerns arise in the context of communication during COVID-19, particularly regarding how the media covers perspectives related to the pandemic and its impact on the audience's psychology and the general public. The government's role in communicating with the public about the pandemic is especially significant. In the realm of public health communication during the unprecedented times of COVID-19, Watson (2020) emphasises the utmost importance of providing accurate information to the public. To ensure a comprehensive understanding of the situation, Muller (2020) advocates for detailed communication that sheds light on the implications of the disease, while employing language that aligns with the level of risk faced by the community. In this regard, Vietnam has emerged as a shining example of effective disease management amidst the global pandemic (UNDP 2021). The Vietnamese media consistently delivers timely news and updates, presenting statistics regarding cases and fatalities, alongside preventive measures, through various news bulletins (Tien Thanh and Thanh Tung 2022). This proactive approach aims to enhance public awareness and prompt timely actions. Moreover, Vietnam's communication efforts ingeniously employ visual aids and posters to effectively convey the significance of awareness and disease prevention. By appealing to people's emotions, these visual aids inspire a heightened sense of urgency, encouraging individuals to adopt preventive measures such as thorough hand hygiene and the use of face masks. Moreover, in Vietnam, the art of persuasion is harmoniously woven into their communication strategies, employing propaganda through captivating visual imagery and thought-provoking posters (Coomber 2020). These artistic tools not only captivate the public's attention but also evoke profound emotions, prompting individuals to act instinctively rather than merely relying on logic. By harnessing this emotive power, Vietnam successfully inspires its citizens to embrace preventative measures during COVID-19.

The act of disseminating comprehensive information about the pandemic and employing persuasive techniques to shape people's perceptions also raises concerns about the potential drawbacks of ethical communication. As Le (2022) suggests, the transparency of the media has inadvertently fueled anxiety and apprehension surrounding the pandemic. However, even more disconcerting is the dissemination of misleading information about COVID-19 by individuals or groups driven by personal agendas, which has been confused by sensationalising narratives surrounding the virus. Nonetheless, it is through the implementation of ethical communication that Vietnam has effectively addressed this issue, providing the public with accurate information and instilling a sense of reassurance (VNA 2021).

The topic of ethical consideration in public health communication is a subject of much debate, as it carries both advantages and drawbacks. Consequently, aspiring communication professionals will find great resonance in contemplating the ethical dimensions of public health communication. While transparency in communication is undeniably vital, it is equally important to be mindful of the emotional well-being of the audience, as this can be considered through the use of tone of voice in communication regarding sensitive health topics. As a communication expert, one must acknowledge that the ethical nature of communication is intrinsically tied to the audience's emotional response, as human emotions profoundly shape our perception of right and wrong.

Reference

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Muller D (12 March 2020) ‘Coronavirus is a huge story, so journalists must apply the highest ethical standards in how they tell it’, The Conversation, accessed 18 August 2023. https://theconversation.com/coronavirus-is-a-huge-story-so-journalists-must-apply-the-highest-ethical-standards-in-how-they-tell-it-133347.

Tien Thanh P and Thanh Tung L (2022) ‘The role of government risk communication in public health emergencies: evidence from the COVID-19 pandemic’, Transforming Government, 16(3):277–291, doi:https://doi.org/10.1108/TG-01-2022-0009.

UNDP (8 June 2021) ‘Transparent public communications is key to Viet Nam's success in COVID-19 containment’, UNDP website, accessed 18 August 2023. https://www.undp.org/vietnam/transparent-public-communications-key-viet-nams-success-covid-19-containment.

VNA (15 August 2021) ‘Vietnam intensifies handling of fake news’, VietnamPlus, accessed 19 August 2023. https://en.vietnamplus.vn/vietnam-intensifies-handling-of-fake-news/206284.vnp.

Watson JC (12 July 2020) ‘COVID-19 is a wake-up call for ethical health communication’, BMJ Blogs, accessed 19 August 2023. https://blogs.bmj.com/medical-ethics/2020/07/13/covid-19-is-a-wake-up-call-for-ethical-health-communication/.