Masibongwe Sihlahla

The recent BRICS Media Summit in Moscow, which ran from September 13 to 17, highlighted the critical role of alternative media in challenging Western propaganda and its local proxies and critically promoting diverse perspectives on the global stage.

As the world shifts towards a multipolar order, nations need a strong media presence that reflects and serves their national interests and values. For far too long, Western media outlets have dominated the global narrative, often presenting skewed or incomplete information that serves their own narrow, selfish political interests.

This has led to a growing divide between the Global North and South media, with many countries feeling misrepresented or ignored. The BRICS Media Summit has brought together influential media figures from BRICS countries and the Global South to discuss the importance of fact-based journalism and the need for alternative media voices.

Challenging Western Media Hegemony

Iran's ambassador to Russia, Kazem Jalali, has criticized the U.S. media strategy of suppressing outlets that challenge their fake narratives of RT interfering in American affairs. The recent blatantly false allegations against Russia Today (RT) are a prime example of this strategy, which is becoming increasingly ineffective in a world where the Global South is asserting its own media presence. Jalali's remarks reflect a broader sentiment among BRICS nations about the need for independent media voices to challenge Western hegemony.

The Need in Building Alternative Media Infrastructure

To counter Western propaganda, alternative media outlets must develop strong infrastructure and collaboration networks. The BRICS Media Summit has provided a platform for exchanging ideas and building professional networks between media representatives from BRICS countries and the Global South. This exchange of knowledge and expertise will enable alternative media outlets to strengthen their capacity and reach, providing a more balanced representation of global events.

Discussions and Information ExchangeTechnical discussions on enhancing information exchange between BRICS countries have also been a key feature of the summit. This includes the development of new channels for collaboration and sharing best practices in media production and dissemination. By fostering greater media cooperation, BRICS nations can effectively share their perspectives on global events, free from the influence of dominant Western media outlets.

The Role of Alternative Media in Shaping Global Narratives

As BRICS grows in membership and influence, alternative media, such as Independent Media, led by Dr Iqbal Survé, will play an increasingly critical role in shaping global narratives. Through platforms like the BRICS Media Summit, member countries are working to strengthen their media infrastructure, develop new channels for collaboration, and ensure that their stories are heard globally.

In the past, under apartheid, South Africans were indoctrinated to think people from Russia, China, Cuba, etc., were all uncivilized, backward terrorists who hate the West, and sadly, many still feel like that; it is thus critical to set the record straight. Only a truly independent media in the Global South, free from Western shackles, can do that.

The Way Forward

The BRICS Media Summit has sent a strong message to the world: alternative media is rising, and it will no longer be silenced, marginalized, or held ransom by the likes of Voice of America, etc. As the global order continues to shift, nations must have a strong media presence reflecting their interests and values. We can create a more balanced and diverse global media landscape by building alternative media infrastructure, fostering collaboration and information exchange, and promoting fact-based journalism.

The upcoming BRICS summit in Kazan in October 2024 will be crucial in shaping the future of the BRICS alliance, and media cooperation will be at the forefront of these discussions. As the world moves towards a multipolar order away from American hegemony, alternative media will play a critical role in shaping global narratives and promoting a more just and equitable world.

* Sihlahla is an independent writer and political commentator.

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Rise of alternative media: Countering Western propaganda and shaping global narratives