CAPE TOWN, Nov. 6 (Xinhua) -- The World Media Summit is expected to help media organizations worldwide strengthen cooperation in addressing the challenges of the artificial intelligence (AI) era, particularly through technology sharing and the development of guidelines for AI applications in journalism, a South African media leader has said.
The 7th World Media Summit runs Nov. 5-9 in Beijing under the theme "Media in the Intelligent Age: From Consensus to Action."
"The World Media Summit is a really important summit," said Iqbal Surve, chairman of South Africa's Independent Media, in an interview with Xinhua, describing it as a valuable platform for media professionals, particularly those from the Global South, to exchange ideas and deepen cooperation.
Having attended several editions of the summit, Surve said he particularly valued the opportunity it offered to connect media owners, editors and journalists with people interested in media and technology from different countries.
Against a backdrop of shifting geopolitical dynamics and rapid technological change, Surve said the fundamental mission of the media remains unchanged, even as its role continues to evolve.
"The media is there to reflect society," he said. "It is a mirror of society."
He noted that some Western media outlets focused on narratives supporting the West, often failing to adequately reflect the perspectives of developing countries and the Global South.
With advances in technology making it harder to distinguish genuine news from fabricated content, he stressed the importance of trusted journalism.
"So, at this point in time, trusted journalism becomes very important," Surve said, adding that journalists should remain committed to their mission and contribute to social and economic progress through their work.
Turning to AI, he warned that without appropriate ethical standards, AI could distort global media narratives, particularly those concerning developing countries.
"If there is not a code by which journalistic organizations work with AI, an ethics code, a value-based code, then AI will end up essentially being a destructive force in, you know, global narratives," Surve said.
Surve proposed that individual media organizations first establish their own principles and codes of conduct, which could provide a basis for shared guidelines. He also called for a global charter on AI and media cooperation.
Looking ahead, he highlighted the need for information and technology sharing among summit participants, particularly those from the Global South. He also called for closer ties between media organizations and technology partners, as well as the development of global media platforms, including video-sharing and social media services.
With six editions having laid the groundwork for international exchanges, Surve said the summit should now focus more on translating dialogue into concrete outcomes.
Surve congratulated Xinhua on its 95th anniversary, recognizing the news agency's foundational role in establishing and developing the World Media Summit.
"It provided the seed, you know, for the flowering of the World Media Summit in 2009. And that's something that we appreciate as the Global South," he said.
He believed that Xinhua will continue playing a leading role in the global media community, particularly in promoting truthful journalism and strengthening communication among countries of the Global South.
Surve wished the seventh summit every success, expressing hope that it would deepen international cooperation and strengthen ties between China and countries of the Global South, especially South Africa. ■