Global Communication and the Rise of BRICS Media

BRICS+ Series:The Rise of BRICS Media, A NewEra inGlobal Communications

The BR/CS Media Forum emerges as a powerful counterforce to Western media dominance, reshaping global narratives and giving voice to the Global South. This analysis explores how this collaborative platform is transforming international media landscapes and challenging traditional information hierarchies. Media as a Tool of Geopolitical Influence

The media has been used as a tool of geopolitical control for ages, influencing public opinion to support prevailing power structures.
For many years, Western media, which is firmly rooted in ideological prejudices, has served as an extension of Western foreign policy, promoting narratives that support Western political and economic objectives. The Global South has been portrayed in a one-dimensional manner as a result of this hegemony, which has marginalised opposing views and reinforced prejudices. But a tectonic change is being signaled by the formation of BRICS media coalitions, where previously marginalised voices are suddenly questioning the Eurocentric interpretation of world events. A vital alternative are BRICS media sites, which present complex viewpoints on topics such as the Russia-Ukraine war tensions between the United States and China, and the economic sovereignty of the Global South.

The BRICS Media Forum: Structure and Objectives
The goal of the BRICS Media Forum is to create a counter-hegemonic media landscape by bringing together independent journalists, state media agencies, and think institutes. Key players in this effort include China’s Xinhua News Agency, Russia’s Sputnik, India’s ANI, Brazil’s Grupo Globo, South Africa’s Independent Media and the African News Agency, Indonesia’s ANTARA News, Egypt’s AI-Ahram, UAE’s Al Bayan, Saudi Arabia’s Al Arabiya, Iran’s Press 1V and Ethiopia’s Fana Broadcasting Corporate (FBC). Strengthening media cooperation, promoting understanding between parties, promoting narratives associated with BRICS, and assisting with digital transformation are among the forum’s main goals. Cross-border cooperation, journalist training initiatives, and content-sharing agreements guarantee that BRICSmedia outlets continue to be strong and able to fend against Western disinformation efforts.

The BRICS Media Forum in Practice

The BRICS Media Forum’s high-level meetings, which took place in 201S, 2017, 2018, 2022, and 2023, demonstrate its real influence. Declarations highlighting the necessity of media independence from Western ideological frameworks have resulted from these summits. The creation of digital media platforms that contest the Western monopoly on information is among the forum’s most important accomplishments. While cooperative investigative journalism projects have shown Western-led media manipulation, content-sharing agreements across BRICS countries have expanded the reach of alternative narratives. The forum’s growing power in influencing public opinion outside of the BRICS bloc is demonstrated by its strategic interventions in international issues, such as its reaction to Western reportage on the situation in Ukraine.

BRICS Media in the Era of Digital Transformation
For BRICS media, the digital era offers both possibilities and difficulties. News consumption is changing as a result of algorithmic content distribution, data-driven journalism, and artificial intelligence. By avoiding conventional Western-controlled channels, social media sites like Weibo, Telegram, VKontakte, and WhatsApp are essential for spreading content that is aligned with the BRICS. The fight for digital sovereignty is still an urgent one, nevertheless. Western tech behemoths still control an excessive amount of information, frequently suppressing opposing viewpoints that conflict with their geopolitical objectives. In order to ensure that information autonomy continues to be a key component of their media strategy, the BRICS countries have taken steps to establish autonomous digital infrastructures. Since coordinatedfact-checking efforts inside BRICScountries aid in thwarting Western-led smear attempts, combating misinformation and disinformation is also a key component of the forum’s objective.

Challenges and Criticisms

The BRICS Media Forum still confronts several obstacles in spite of its achievements. Concerns over how to strike a balance between journalistic independence and state-led narratives have been raised by the BRICS countries’ varying degrees of media freedom. Some BRICS countries are accused of controlling media discourse excessively by critics, many of whom are from Western organisations. This criticism, however, fails to acknowledge that the Western media is influenced by corporations and the government and frequently functions as a vehicle for governmental policies. Another issue is that certain BRICS countries are less prepared to lead media innovation than others due to differences in media funding and technology infrastructure. The geopolitical significance of this media conflict are highlighted by Western responses, such as disinformation attempts aimed at undermining BRICS media. Under the pretense of neutrality, Western-funded fact-checking projects usually target BRICS narratives in an effort to undermine opposing views

According to Hamelink {2015:2), international refers to the processes that occur among states like in international relations. Although it has been suggested that the state is withering away, states are still a formidable reality. They are also powerful agents of facilitating, promoting, or hindering communication across their borders.

Based on the above article, write an academic essay of 1800- 2000 words in which you discuss global communication as a multi-layered process in which dominant and counter-stories flow across the world. Your essay must also consider the economy of global communication as well as the politics of global communication.

You are required to use your prescribed textbook, the provided case study, two credible news articles, and two additional academic sources besides the te)(tbook for this essay. Therefore, you will need a minimum of six sources.

Your essay needs to include a critical discussion of the following points:

A contextual introduction and brief conclusion of the key points in the essay.

• Discuss global communication as a complex multi–layered process in which

dominant and counter-stories flow across the world, refer to the provided case studies to support your answer.

• Describe the ownership structures in the global communications industry and how these relate to the provided case study.

Discuss the three sectors that should be considered in The Rise of BRICS Media. Consider these points in terms of the provided case study:

• The Rise of BRICS Media and their influence on the infrastructure sector.

• The Rise of BRICS Media and their influence on the services sector.

• The Rise of BRICS Media and their influence on the content sector.

Compare the perspectives on global communication politics (domains) and discuss how these apply to the provided case study.

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Check Communication Assignment Answers: Expert Answers on Above Communication Questions

Global communication as a multi layered process

Global communication is a multi layered process and it is evident from the current crisis between western media and BRICS. The Global south is viewed from the euro centric lenses by the Western media but these narratives changed significantly because of challenges posed by BRICS by amplifying diverse perspectives on global issues such as the Ukraine war.

Ownership structure in global communication

In respect to Western media, it is highly dominated by corporate conglomerates; in the case of BRICS media, it is highly structured around state owned and independent agencies. This is achieved by way of content sharing, joint sharing and digital platforms. This particular model highlights the opportunities as well as the tensions aimed at balancing independence with state influence.

The Rise of BRICS Media – impact on three sectors

With the rise of BRICS media, there will be impact on three important sectors including infrastructure sector, services sector and content sector. Infrastructure is affected in the sense that the BRICS media performs investment in digital sovereignty where the collaboration through journal exchanges and summits directly influences the service sector. The content sector is also challenged by BRICS media from that of Western dominance by story telling and offering alternative viewpoints.

Global communication politics

In the political domain, it is the media that acts as a tool of soft power, and BRICS media looks towards strengthening the Global South’s political voice as against western dominance. From the economic domain point of view, BRICS invests in new media infrastructure and digital platforms, whereas from a cultural domain aspect, BRICS promotes pluralism by highlighting diverse cultural identities.

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