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The article argues that India is consistently portrayed negatively in global media, often more so than China, citing research using the GDELT database. This negative coverage stems, in part, from unknown sources and, surprisingly, from Indian-origin journalists working for foreign publications who may reinforce stereotypes to gain validation. The author contends that India has been largely reactive and episodic in its narrative construction, a deficiency that Operation Sindoor highlighted. Public diplomacy, infowars, and disinformation are now actively driven by mobile devices, requiring a new approach to crafting, distributing, and managing narratives that align with India's interests. The shift from TV to mobile devices, creating a 'Living Room War' within inches, has profound implications for individuals, societies, and countries, mirroring the long-lasting impact of the Vietnam War and its live TV coverage on US foreign policy and social attitudes. Therefore, India needs a strategic, proactive, and sustained effort to alter public perception and promote its national interests. This effort should involve experts from various fields, including foreign and strategic affairs, PR and media, think tanks, and the private sector. Tailored messaging for specific audiences is paramount. The author emphasizes that this endeavor should be independent of the government and led by capable professionals, drawing lessons from the work of figures like Edward Bernays, the father of American PR and propaganda.
The article proposes a ten-point plan for India to effectively construct and disseminate its narrative on the global stage. First, it calls for a coherent and comprehensive strategic goal with clear outcomes to alter public perception. This involves bringing together experts from foreign and strategic affairs, PR and media, think tanks, and the private sector to work on this national mission, emphasizing the importance of tailored messaging for specific audiences. Secondly, the article advocates for studying how other countries, such as China, and global media entities structure, fund, staff, and enable their lobbying and content dissemination efforts. India should then establish its own entities led by capable professionals, encompassing all channels of outreach, both online and offline. Examples like the growth and reach of Al Jazeera or CGTN are cited as case studies. Thirdly, the creation of think tanks with a clear focus on pushing India’s national interests across sectors globally is recommended. Currently, ORF is highlighted as one of the few Indian think tanks with a significant international presence. Fourthly, the establishment of well-funded schools for Indian thought and studies, including professorial chairs at reputed institutions worldwide, is suggested to shape and further India’s goals. Fifthly, scholarships, grants, and funding for overseas emerging thought leaders, students, journalists, and academics to come to India are proposed to foster understanding, build relationships, study, research, and write about India’s perspective.
Sixthly, the article stresses the importance of making it easy for Indian entities, including the diaspora, to financially support international or country-specific initiatives that align with India’s national interests. This includes establishing or encouraging the creation of India-friendly centers on college campuses, such as Chanakya Institutes, similar to the Chinese Confucius Institutes, to spread awareness of India, its values, historical legacy, and its points of view. Seventhly, the piece advocates for investing in training politicians, military leaders, bureaucrats, and others to effectively handle media interactions and represent India’s point of view clearly, authoritatively, smartly, professionally, and definitively to foreign media, students, corporations, politicians, and others. Eighthly, the article emphasizes the need to call out biased, inaccurate, or incomplete coverage of India while providing well-argued, researched, and articulated rebuttals. This requires training, awareness, communication skills, and presentation capabilities, especially concerning rankings published by foreign organizations. Speed of response is crucial. Ninthly, the article suggests lobbying and partnering with political, economic, business, and other stakeholders interested in India’s growing market and clout to ensure the Indian point of view is made clear. Indian business leaders are encouraged to consider the India narrative while being “globalists.” Funding to various institutions and agencies for pushing India’s perspectives through private and public means should be facilitated.
Finally, the tenth point calls for establishing India's own events and awards that recognize and reward individuals and institutions that work in line with India’s goals – scientific, political, economic, cultural, and social. These should be aspirational and credible with prize money and non-monetary recognition. The article concludes by emphasizing that India cannot rely on 20th-century mindsets and tools to address 21st-century challenges. It needs to establish its own institutions, standards, ratings, research, events, awards, and content. This requires awareness, understanding of the geopolitical, geoeconomic, and geotechnological context, developing its own perspectives, and presenting its case with firm articulation and nuance. While India's economic growth, large market, and strategic position in the multipolar world will contribute to shaping the India story, the author argues that India must proactively take charge of its interests and narrative rather than allowing others to define it on its behalf. Ultimately, the cost of outsourcing India's story is too high, and India must actively shape its own narrative to protect and advance its national interests in the global arena. The article's central thesis is that India's global perception suffers from passive narrative management and external, often biased, portrayals. To counter this, the piece advocates for a comprehensive, proactive strategy involving institutional reforms, media engagement, and diaspora involvement to assert India's voice on the world stage. This strategic shift is deemed critical for safeguarding India's interests in an increasingly competitive and information-driven global environment.
The reliance on foreign funding by US universities, cited with the example of Qatar's significant contributions, serves as a model for how nations can subtly influence academic discourse and shape perceptions within influential institutions. Similarly, the comparison of China's wolf-warrior diplomacy and global media strategic program underscores the need for India to adopt a more assertive and coordinated approach to international communication. While Doordarshan's failure to evolve into a BBC-like institution is acknowledged, the success stories of Al Jazeera and CGTN are presented as examples of how dedicated investment and strategic planning can build influential media outlets with global reach. The under-representation of Indian perspectives in international media, exemplified by the Press Trust of India's limited presence in China, highlights the need for greater resource allocation and strategic deployment of correspondents. The call for establishing Chanakya Institutes, mirroring China's Confucius Institutes, emphasizes the importance of cultural diplomacy and promoting Indian values and perspectives through educational initiatives. The article's emphasis on training politicians, military leaders, and bureaucrats in media handling and communication skills reflects the growing recognition of public relations as a critical component of statecraft. The recommendation to call out biased or inaccurate coverage of India echoes the need for active media monitoring and swift responses to correct misrepresentations and counter negative narratives. Finally, the emphasis on recognizing and rewarding individuals and institutions that align with India's goals through awards and events highlights the importance of incentivizing positive contributions to the national narrative.
Source: Cost Of Outsourcing Our Story And Why India Must Tell Its Own