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Western media outlets have often resorted to dumbing down societies by reducing global events to shallow soundbites or clickbait that reinforces convenient stereotypes, writes Gillian Schutte The moment has come to question the wisdom of continuing to battle a wounded but still formidable behemoth: Western corporate media.
Nowhere is the imperative to strike a unique path more pressing than on the African continent. South Africa’s Independent Media Group stands as a testament to what can be achieved when local ownership, innovative leadership, and social commitment converge.
Imagine a transnational network of digital channels, podcasts, and investigative teams spanning Johannesburg, New Delhi, Beijing, São Paulo, and Moscow, sharing resources, training journalists, and broadcasting in multiple languages. The infrastructure is there. The talent is there. The audience, fatigued by the monotonous lens of Western reportage, is ready.
Indeed, the era of Western media’s uncontested sway is drawing to a close, a process hastened by endless political spin, shallow sensationalism, and an unquestioned alignment with powerful state and corporate agendas. Viewers and readers everywhere, especially across BRICS countries and the broader Global South, feel the numbness that comes from being patronised or omitted altogether. Consequently, they are looking for stories that acknowledge their experiences with complexity and humanity.
Ultimately, such a shift could reshape not only the information ecosystems of Africa, Asia, and Latin America, but the global media order itself. We stand on the cusp of a world in which Western corporate news no longer holds an unchallenged monopoly, and where alliances like BRICS step forward as equals in shaping public consciousness.
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