Reproduction propaganda: The state hails, citizens responds—A case study of Vietnamese governmental Facebook

Since the turn of the 21st century, aging populations and low fertility rates have alarmed governments across Europe and East Asia. The Communist state of Vietnam is now experiencing the same situation. The government has recently started a propaganda campaign to encourage its citizens to not postpone marriage and having children. This article explores one recent attempt—a viral post published on the government's Facebook page in November 2023 urging young citizens to marry before 30, attracting hundreds of thousands of reactions and comments. The article examines this heteronormative message and netizens’ comments, which show humor, resistance, and critiques of the government's welfare system. Using the concepts of (counter-) interpellation, it reveals the nuances of the power relations between the state and its people in this case study where biopolitics and personal choice intersect, illuminating how social networks provide a discursive space for mundane political engagement.