On November 6 in Xi'an, Shaanxi Province, the inaugural Global South Media Partnership Mechanism and the 13th Global Video Media Forum brought together around 300 officials, editors, producers and executives from across the Global South. Their mission: to explore the responsibility of media in an interconnected and contested world.
The Power of Media
More than headlines or breaking news, media frames our understanding of the world. As American journalist Walter Lippmann observed, we navigate reality through mental pictures crafted by news outlets and storytellers. Edward Bernays, the father of public relations, argued that influencing mass opinion is democracy's operating system rather than its flaw. And Marshall McLuhan reminded us that every medium—from the printing press to digital platforms—reshapes consciousness itself. Together, their insights reveal that whoever controls the narrative can guide public perception.
Reimagining Purpose in the Global South
Traditionally, media has served profit and persuasion, whether selling products or ideologies. But at this forum, participants argued for a different path. For nations at the crossroads of development and digital transformation, media's higher calling is to steward trust and build coherence—not to manufacture consent, but to weave shared stories of progress, dignity and destiny.
By amplifying diverse voices and spotlighting the human side of growth, the Global South's media can foster mutual understanding and a sense of global citizenship. This new purpose challenges creators and consumers alike to see beyond fragmented narratives and embrace a more inclusive, connected future.
As the discussions in Xi'an conclude, the real test begins: turning these ideas into strategies that prioritize authenticity, transparency and shared values. In doing so, media can become a true partner in building a more informed, empathetic and united world.
Reference(s):
cgtn.com
