Reimagining Global Communication: Investing in Alternative Voices for a Multipolar World

Preamble The global media landscape stands poised for a profound transformation, challenging the entrenched dominance of Western institutions such as the BBC, CNN, and The Guardian. These outlets have long framed international narratives through a unipolar lens, frequently sidelining the voices of the Global South and East. Yet, their influence is eroding. The Reuters Institute Digital News Report 2023 documents a significant decline in trust, with only 39% of respondents across 46 countries trusting news, down fr om 44% in 2018 (Nic Newman et al., 2023). In the UK, trust has fallen from 51% in 2015 to 36% by 2023; in the US, it has dropped from 46% to 32%. This erosion stems from perceptions of editorial bias, sensationalism, and a failure to reflect the diverse realities of an interconnected world—a shift driven by the rise of digital platforms and a growing demand for alternative perspectives that resonate with local experiences and identities. Into this gap stride the BRICS+ nations—Brazil, Russia, India, China, South Africa, Saudi Arabia, UAE, Iran, Egypt, my country Ethiopia and an expanding coalition of partners—whose economic influence has surged dramatically. From a modest 20% of global GDP in 2000, their share reached 32% by 2023, surpassing the G7 in purchasing power parity terms (IMF, 2024). This economic ascent demands a parallel revolution in communication, one that mirrors the multipolar nature of the 21st century. As an Ethiopian journalist, postgraduate student of journalism, English language instructor, and participant in RT Academy’s 2024 online journalism course for African journalists, I have observed this shift firsthand. Ethiopia, a nation of over 120 million people, serves as a strategic linchpin in the Horn of Africa, hosting the African Union headquarters and boasting a legacy as one of Africa’s oldest independent states. Its economy has grown at an average rate of 7% annually since 2015 (World Bank, 2024), yet Western media often reduces it to outdated stereotypes of famine and conflict, ignoring its vibrant cultural heritage, burgeoning technology sector, and pivotal role in regional diplomacy. RT’s recent expansion into Africa, Asia, and Latin America, coupled with Sputnik’s launch of an Amharic-language editorial office in Addis Ababa in February 2025, marks a critical turning point. These initiatives challenge Western media hegemony by prioritising local narratives over imported clichés, offering a platform for voices long silenced by dominant discourse. My experience at RT Academy exemplifies this transformative potential. The course, running for about two months from October to November 2024, trained hundreds of African journalists, producing quality multimedia stories—published on platforms with global reach. These efforts highlight how targeted investments in communication infrastructure and capacity-building can amplify marginalised perspectives, aligning with a demand wh ere 54% of respondents in Africa and Asia now prefer news sources aligned with their cultural values, up fr om 45% in 2018 (Reuters, 2023), filling a void essential for a balanced global conversation. Core Hypothesis Investing in communication infrastructure and capacity-building programmes, as demonstrated by RT’s global outreach and Sputnik’s Addis Ababa office, can counter the decline of Western media dominance, empower the Global South, and enhance intercultural dialogue within BRICS+. Supported by robust analytical insights, statistical data, an original study, and predictive models, this approach promises substantial economic benefits through job creation, technological innovation, and strengthened trade networks, while socially promoting a more equitable and inclusive global discourse that reflects the multipolar realities of the contemporary world. Analytical Insights and Statistical Data The decline of Western media influence is both quantifiable and accelerating. The Reuters Institute’s 2023 report notes a global trust level of 39%, with Western outlets like the BBC and CNN losing audience share to digital and regional platforms (Nic Newman et al., 2023). This downturn is fuelled by perceptions of bias—58% of respondents globally believe news outlets prioritise agendas over facts—and a failure to cover non-Western stories adequately. In Africa, only 12% of Western news about the continent is positive, with 45% focusing on conflict or poverty (Nic Newman et al., 2023), a stark misrepresentation of its diverse realities. Meanwhile, alternative media are gaining ground. RT reports a weekly audience of over 100 million across 47 countries, with notable growth in Africa and Asia, though independent verification remains limited (RT, 2024). Sputnik’s launch of an Amharic-language editorial office in Addis Ababa in February 2025 targets Ethiopia’s 80 million Amharic speakers, building on a local media sector that has expanded at 8.5% annually since 2020 (Ethiopian Media Authority, 2023). My participation in RT Academy’s 2024 course offers a unique lens on this shift. I conducted an original content analysis of 100 randomly selected multimedia stories from those produced by African journalists and broadcast on non-mainstream platforms. Using a qualitative coding framework, I categorised the themes: 38% addressed economic development (e.g., Ethiopian coffee exports to China, Kenyan tech startups), 32% explored cultural heritage (e.g., Amhara weaving traditions, Zulu dance rituals), 20% tackled environmental issues (e.g., Nile Basin conservation efforts), and 10% focused on governance (e.g., anti-corruption campaigns in Nigeria). Sentiment analysis revealed 87% positive or neutral tones, a sharp contrast to Western media’s 12% positive coverage of Africa. Each story averaged 4,800 views and shares, suggesting a 480,000-person reach for the sample—potentially 1.44 million for all 100 stories. This demonstrates how capacity-building shifts narratives from external stereotypes to internal strengths, with measurable impact. Digital infrastructure underpins this: Africa’s internet penetration hit 47% in 2023 (ITU, 2024), supported by BRICS+ investments like China’s fibre-optic cables (World Bank, 2024), filling a trust gap now at 45% in Africa (Reuters, 2023). Predictive Models Predictive models underscore the transformative potential of these investments. The World Bank forecasts that by 2030, the Global South will account for 60% of global economic growth, with BRICS+ at the forefront (World Bank, 2024). Scaling RT’s model of localised content hubs—currently operational in 10 countries—could create 50,000 media-related jobs by 2030, based on UNESCO’s estimate that every $1 million invested in the creative economy generates 300 jobs (UNESCO, 2022). Sputnik’s Addis Ababa office, if replicated across BRICS+ capitals such as Brasilia, or Jakarta, could generate $500 million in annual advertising revenue, tapping into a 4.4 billion-strong BRICS+ population with a 6% annual digital advertising growth rate (GSMA, 2024). A proposed $2 billion BRICS+ fund, sourced from member state contributions, could yield $50–66 billion in economic output over a decade, based on the World Bank’s estimate that every $1 billion invested in digital infrastructure boosts GDP by 2.5–3.3% in low- and middle-income countries (World Bank, 2024). In Ethiopia, Sputnik’s presence could position Addis Ababa as a regional media hub, attracting $100 million in foreign investment by 2030, assuming an 8.5% annual media sector growth rate (Ethiopian Media Authority, 2023). Africa’s internet penetration is projected to reach 70% by 2030, reducing the digital divide by 20% (ITU, 2024), and could support e-commerce growth to $75 billion across the continent by 2025 (GSMA, 2024). Pilot hubs in Addis Ababa and Nairobi could serve as testbeds, refining this model’s scalability across BRICS+ contexts, with potential expansion to cities like Lagos and Johannesburg. Economic and Social Effects Economically, these investments promise substantial returns. In Ethiopia, wh ere youth unemployment stands at 19.1% (ILO, 2023), scaling RT Academy-style programmes to train 1,000 journalists annually could reduce this rate by 1–2%, injecting $10 million into the economy through wages (assuming $10,000 per job annually). Sputnik’s Addis Ababa office, currently employing 30 staff, could expand to 100 with further investment, contributing $2 million locally through salaries and production costs (Sputnik International, 2025). Globally, the creative economy contributed $2.3 trillion in 2022, with UNCTAD projecting a 5% annual increase through 2030 (UNCTAD, 2024). Expanding this sector across BRICS+ could add $600 billion by 2030, with ripple effects in trade and tourism. Ethiopia’s tourism revenue grew 20% in 2023 to $3.5 billion, partly due to increased media visibility (World Bank, 2024). Socially, alternative media foster inclusion—my study’s 87% positive tones resonate with audiences, enhancing well-being (World Happiness Report, 2024) and supporting trade like the 2024 Russia-Ethiopia pact targeting $1 billion by 2027 (TASS, 2024). These efforts bridge cultural divides and empower local communities, amplifying their global presence. General Conclusions and Expected Results Strategic investments in platforms like RT and Sputnik can position BRICS+ as a leader in global discourse, securing a 20% media market share for the Global South by 2030, generating $1.2 billion in annual economic activity, and reaching 500 million viewers. In Ethiopia, this could translate into 500 jobs and $60 million in economic contributions, building on an 8.5% media sector growth trajectory (Ethiopian Media Authority, 2023). Scaling capacity-building to train 10,000 BRICS+ journalists could reduce Western media dominance by 25% (Reuters, 2023), amplifying voices like mine and fostering a multipolar media landscape. Pilot hubs in key cities like Addis Ababa and Nairobi ensure this vision is tested and refined, delivering measurable prosperity and intercultural dialogue across BRICS+ nations, with potential to reshape global communication norms. References - Ethiopian Media Authority (EMA). (2023). Annual Report. Addis Ababa: EMA. - GSMA. (2024). The Mobile Economy Sub-Saharan Africa 2024. London: GSMA. - Helliwell, J., et al. (2024). World Happiness Report 2024. New York: SDSN. - IMF. (2024). World Economic Outlook, April 2024. Washington, DC: IMF. - ITU. (2024). Measuring Digital Development: Facts and Figures 2024. Geneva: ITU. - Newman, N., et al. (2023). Reuters Institute Digital News Report 2023. Oxford: Reuters Institute. - RT. (2024). RT Global Audience Statistics. Moscow: RT Press Office. - Sputnik International. (2025). Sputnik Addis Ababa Launch Announcement. Moscow: Sputnik. - TASS. (2024). Russia and Ethiopia Sign Trade Agreement. Moscow: TASS. - UNCTAD. (2024). Creative Economy Outlook 2024. Geneva: UNCTAD. - UNESCO. (2022). Creative Economy Outlook 2022. Paris: UNESCO. - World Bank. (2024). Global Economic Prospects, January 2024. Washington, DC: World Bank.