by Xinhua writer Yang Chunxue

SAO PAULO, Oct. 31 (Xinhua) -- At the fourth BRICS Media Forum that kicked off here on Thursday, nearly 100 media representatives from Brazil, Russia, India, China and South Africa called for reshaping a global public opinion dominated by Western news organizations.

Since the launch of the BRICS media mechanism in 2015, media cooperation among members has continued to deepen through high-level forums, exchanges and joint reporting.

However, as BRICS cooperation enters its second decade, BRICS media outlets need to work together to meet present challenges in the global news media space.

Group executive for marketing and communication of Independent Media in South Africa Lutfia Vayej said at the forum more BRICS-related stories need to be told.

"We must share more information on economic growth, we must describe the successful outcomes and achievements of the BRICS cooperation -- in other words, we must convey the BRICS spirit and voice," she said.

By stepping up reports on investment policies and market demands, the media can deliver more comprehensive and efficient information to potential investors.

The world today is facing such prominent threats as unilateralism and protectionism. Faced with such challenges, BRICS media need to speak in one clear voice to support multilateralism in order to bolster an open world economy.

Western media have long dominated international public opinion. They can easily twist or tarnish a certain developing country's image, and interpret the country's policies and development models with bias.

BRICS media can play a key role by offering unbiased information to the public and make their own voices heard on major issues of global importance.

Finally, in addition to external challenges, the BRICS media also need to cope with evolution from within. The development of new technologies has had a tremendous impact on traditional media, with the global media industry facing tremendous change.

To better apply such new technologies as artificial intelligence, big data, Internet of Things and virtual reality to news production and distribution requires pooling the wisdom of BRICS media groups.

BRICS media should seize the opportunity provided by the new wave of media development and reverse their disadvantageous position in shaping global opinion.

For more than a decade, BRICS countries have been a prominent force in improving global governance and made tremendous contribution to global economic growth.

BRICS cooperation has now entered a new stage, and media in the BRICS countries should join hands even tighter to help turn the bloc's vision of a second "golden decade" into reality.