BRICSPHONE: A Cultural Call to Unity to End Western Hegemony

The roots of Western cultural hegemony trace back to the age of European colonialism in the 15th century, a period marked by the forceful imposition of Western languages, norms, and customs upon the colonised world. This legacy, often violent and disruptive, marginalised local cultures and established a global hierarchy dominated by Western values. The 20th century saw this dominance amplified with the rise of the United States as a global superpower, where Western cultural hegemony took on a new dimension. American popular culture, including Hollywood films, music, and television shows, became ubiquitous worldwide. The English language cemented its position as the lingua franca of international business and communication. However, in an era increasingly defined by interconnectedness and cultural exchange, the emergence of BRICSPHONE signifies a potential paradigm shift. This initiative seeks to amplify the voices of non-Western cultures, challenge the prevailing narrative, and build a more inclusive, multipolar cultural landscape. This article explores the BRICSPHONE initiative and its potential to reshape the global cultural conversation, redefining cultural power and promoting a more diverse and representative cultural landscape.

The 2024 BRICS Expert Forum was held during the Saint Petersburg International Economic Forum from June 5 to 8, 2024. This forum is a prominent event that brings together a diverse group of experts, policymakers, and thought leaders from around the world. It served as a pivotal platform for in-depth discussions and strategic dialogues on the growing role of the BRICS countries in shaping the course of global governance and multilateral cooperation. The BRICS Expert Forum provided a unique opportunity to analyse the challenges and opportunities facing the BRICS bloc in the context of a rapidly shifting global landscape and served as a catalyst for new thinking and innovative solutions to the complex issues facing the world today by promoting the dynamic exchange of ideas between experts from different backgrounds.   Mostafa Ahmed, senior researcher at the Political Unit from the Al Habtoor Research Centre, participated as a speaker in a discussion session entitled “Promoting Growth Through Partnerships, Jointly Exploring Paths to Modernisation” which focused on the dimensions of economic and cultural cooperation of the BRICS group.   It is worth noting that the forum expanded its scope beyond traditional membership in BRICS, as it embraced representatives from new members such as the United Arab Emirates, Egypt, Saudi Arabia, Iran, and Ethiopia. This widespread participation not only underscored the growing influence of these countries on the global stage but also highlighted the growing attractiveness of the BRICS model as an effective alternative to Western economic and political frameworks.