The influence of mainstream media in shaping the polar system narrative: an analysis of the British Broadcasting Corporation (BBC) reportage

Abstract

This research explored the influence of mainstream media, specifically the BBC, in shaping public perceptions of the unipolar, bipolar, and multipolar systems. Grounded in Realism and Magic Bullet theories, the study used a qualitative approach, employing in-depth interviews, analysed documents, BBC news articles and documentaries to unravel the multifaceted nature of this phenomenon. Examining its causes, the research revealed a complex interplay of factors, including power struggles, mainstream media framing, and agenda setting that shape public perceptions of the polar system narrative. For the selection of participants, purposive sampling was used. Historical roots contribute to the phenomenon, while socio-cultural dimensions, marked by diverse approaches of mainstream media, add layers of complexity. The study investigated how the corporation's reportage influences public perception and understanding of polar issues, including geopolitical tensions, and nuclear proliferation. The findings reveal that the BBC's coverage is often framed through a Western-centric lens, prioritizing scientific and political perspectives over Indigenous voices and local experiences. The study also explores the historical context of the polar system narrative, tracing the division between the USA and Russia back to the Cold War era. The fall of the Soviet Union and the rise of Russia as a global power have significantly impacted the polar system narrative, with the BBC's reportage reflecting and shaping this narrative. The research highlighted the BBC's tendency to sensationalize and dramatize polar issues, perpetuating a narrative of crisis and urgency, particularly in the context of nuclear proliferation. Furthermore, this study examined the shift from a bipolar world order (USA vs. USSR) to a unipolar world order (USA dominance) and the emerging possibility of a multipolar world order, with the rise of new powers like Russia and China. The emergence of BRICS+ (Brazil, Russia, India, China, and South Africa, plus other emerging economies) has challenged the traditional Western-dominated global governance structure, and the BBC's reportage has played a significant role in shaping public perception of these geopolitical shifts. The research contributed to the understanding of the complex relationships between media, public discourse, and the polar system narrative, emphasizing the need for more nuanced and inclusive reporting practices that prioritize diverse perspectives and contextual understanding. The study's findings have implications for media scholars, policymakers, and the general public, highlighting the importance of critically evaluating media representations of global issues and their impact on public opinion and policy decisions.