Cover In a globalised media world, “sustainable communication” is no longer optional—it’s becoming a defining mindset for the next generation
In a globalised media world, “sustainable communication” is no longer optional—it’s becoming a defining mindset for the next generation
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In today’s interconnected media landscape, the notion of “sustainable communication” is increasingly emerging as an essential attitude—particularly for the young, who will one day shape the course of society.
Dr Do Anh Duc, Head of the Department of Digital Communication at the Institute of Journalism and Communication, University of Social Sciences and Humanities under Vietnam National University, Hanoi, offers his insights. Having worked closely with journalism and communication students for many years, and with a deep-rooted interest in the interplay between media, culture and sustainable development, he shares his reflections on how the younger generation is engaging with this concept—and the work being done to help them turn intention into action.
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As someone who has long worked alongside journalism and communication students, how do you observe young people approaching “sustainable communication” today? Is there genuine engagement with the topic of sustainable development—or is it simply seen as a passing trend?
With years of experience as both an educator and researcher in the fields of media and journalism, I’ve observed that today’s students are acutely aware of sustainable development, and particularly responsive to the idea of “sustainable media”. That said, their levels of understanding and willingness to act can vary greatly.
Many young people show an interest that is closely tied to the broader “green living” movement—sometimes linked more to personal branding, image or online trends. Yet beyond this surface layer, I’ve also encountered students whose thinking is far more engaged. Some are taking meaningful steps—whether through community media initiatives, campaigns that raise awareness around digital waste, or critiques of consumer culture embedded in advertising.
In this context, universities and lecturers play a vital role. We need to help students bridge the gap between theory and real-world action—connecting communication with social responsibility. The aim is not simply to encourage them to “talk about sustainability”, but to genuinely “communicate for sustainability”.
Above Dr Do Anh Duc, Head of Digital Media, Institute of Journalism and Communication, University of Social Sciences and Humanities, Vietnam National University, Hanoi
Dr Do Anh Duc, Head of Digital Media, Institute of Journalism and Communication, University of Social Sciences and Humanities, Vietnam National University, Hanoi
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With your teaching experience at the Institute, could you share how sustainable media is being embedded in the curriculum? And what convinces you that Gen Z will be the generation to spread sustainable thinking throughout society?
At the Institute of Journalism and Communication, we’ve been weaving sustainable communication into various courses—from environmental journalism and development communication to hands-on modules like social media campaigning and multimedia production.
Our approach is both interdisciplinary and reflective. We link communication theory with real-world issues—climate change, social justice, ethical technology and conscious consumption among them. Rather than simply transmitting information, we aim to create space for purposeful communication. Through live projects, students are not only telling stories; they are becoming drivers of change.
I believe Gen Z has the energy, the digital fluency and the social awareness to make a real impact. It’s not just their quick adaptability that gives me confidence—it’s their readiness to confront global inequities and speak up. For this generation, sustainable communication is not merely a professional tool—it’s evolving into a way of life, grounded in responsibility and resolve.
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Above In my lectures, I regularly incorporate current affairs, contentious social topics and actual media content for students to unpack and explore from multiple angles
In my lectures, I regularly incorporate current affairs, contentious social topics and actual media content for students to unpack and explore from multiple angles
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In practice, sustainable communication is not solely about environmental advocacy or green development—it also touches on journalistic ethics, responsible storytelling and questions of social justice. As a lecturer working directly with students, how do you cultivate critical thinking and a spirit of social engagement in your classroom?
I believe nurturing critical thinking and encouraging social action cannot be achieved through one-way communication. It must begin with dialogue—by creating a space where students feel empowered to ask questions and challenge what might seem self-evident.
In my lectures, I regularly incorporate current affairs, contentious social topics and actual media content for students to unpack and explore from multiple angles. We examine questions such as: Who is speaking in this message? What is the social and cultural context? Who is being portrayed, and who is absent? Is there any bias in the way the message is delivered? What ethical questions are at play? These inquiries help students develop a critical lens grounded in both humanistic thinking and professional ethics.
Above I encourage students to connect what they learn to the social concerns that matter to them
I encourage students to connect what they learn to the social concerns that matter to them
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At the same time, I encourage students to connect what they learn to the social concerns that matter to them—whether it's gender equality, access to education, or digital rights. This helps them understand that media is not simply a tool—it can also be a form of action.
Naturally, to engage in critique and debate, students need more than opinion—they need the “tools” to support it. That means a theoretical foundation, a clear framework, and a methodical approach. Once they believe their voices carry weight, they become more proactive, more self-assured in identifying their stance—and standing by it. That mindset, in my view, is the essence of sustainable communication.
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