BRICSPHONE

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.