Winds of Change? BRICS as a Perspective in International Media Research

Abstract

This article explores the potential that BRICS (Brazil, Russia, India, China, and South Africa) has in providing an alternative angle of analysis to the Western centrism that still dominates the international media studies landscape. BRICS is presented as a heterogeneous group of countries united by a common cause: the struggle for recognition in the face of Western hegemony in the neoliberal global order. As postcolonial studies attribute the existing patterns of asymmetry to the burden of the colonial past, a BRICS perspective focuses on the unipolar neoliberal global order and the manner in which it influences the logic of academic research.