Creating the BRICS Media Ecosystem as a Strategy of Communicative Dominance

The article explores the problem of fragmentation of the BRICS media space and substantiates the need to form a unified media ecosystem of the alliance. The relevance of the work is due to the increasing role of BRICS in a multipolar world, as well as the presence of significant barriers to consolidating the information influence of the participating countries: technological asymmetry, low interactivity of resources, duplication of content and dependence on Western digital platforms. The purpose of the study is to identify key obstacles to the integration of BRICS media resources and propose mechanisms for creating a unified media ecosystem. The work uses methods of content analysis, comparative analysis and case study (using the example of the multilingual portal TV BRICS and other media resources of the alliance). The main results of the study: the fragmentation of the BRICS media resources, their limited interactivity and fragmented communication field were recorded; technological barriers (platform blockages, local registration requirements, unequal access to global services) were identified; the potential of TV BRICS as the core of the future ecosystem (coverage of over 1.5 billion, 30+ partners) was assessed; ways of integration are proposed: removing mutual restrictions, developing interoperable solutions or a single platform, and mobilizing historical cooperation experience. The scientific novelty lies in the systematization of barriers to integration and in the justification of Russia’s role as a potential driver of the creation of a sovereign digital infrastructure of the BRICS. The practical significance lies in the possibility of using the results to develop a media integration strategy for the alliance, counteract disinformation and increase audience engagement.

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