Promoting alternative views in a multipolar world: BRICS and their evolving role in developing media markets
9th Symposium Forum Media and Development
Stuttgart, Germany: Robert Bosch Stiftung; Aachen:
CAMECO, 2014, 75 p.


In the course of their economic expansion, the emergent powers have recognized the value of “soft power” in international relations. Especially the BRICS countries, Brazil, Russia, India, China, and South Africa, are no longer leaving the field of global communications to Western nations. They are taking a more and more active role in the allocation of information and images on the Internet and on television screens, promoting alternative views on political, social, economic and cultural discourses globally or in regions that are of strategic interest for them.

China and Russia consider the expansion of international media as part of their public diplomacy and counterbalance to Western-centric perspectives. China is additionally involved, particularly in Africa, in media development cooperation, and offers media training, collaboration with local media, study trips for journalists, and investments for technological innovations. India and Brazil, on the other hand, influence the media and public-opinion market by way of their popular private film and television industries.

- Soft power and emerging nations: Soft rise of the power of the rest / Daya Thussu
- Media as Russia’s soft power instruments: improving international public attitudes / Alexey Dolinskiy
- Objectivity is just another word for Russia bashing / Ivan Rodionov
- Russia dominates the information market in Kyrgyzstan / Elmira Toktogulova
- Chinese media development in Africa: From charm offensive to charm defensive / Anbin Shi
- South African perceptions of Chinese soft power initiatives: A firm place for China on the news agenda / Herman Wasserman
- China’s perspective on Africa is not yet mainstream / Jillo Kadida
- The Indian entertainment and media industry: Bollywood as India’s soft power / Daya Thussu
- Effects of Indian soft power on audiences in the Middle East: Favorable emotions and cultural images / Naila Hamdy
- Brazil’s cultural export to the Lusophone world as soft power: Desire for shared cultural experience / Joseph Straubhaar
- Brazilian telenovelas and their public in Mozambique: Penetrating and influencing daily life / Ouri Pota Pacamutondo


Christoph Dietz
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