Shusha Global Media Forum Reinforces the Value of Truth and Trust

By: Moiz FarooqExecutive Editor Daily Ittehad Media Group and Pakistan Economic NetworkThe media industry is changing faster than ever before. Social media, artificial intelligence, and digital platforms have made information available within seconds. While this has made communication easier, it has also created serious challenges. Fake news, deepfakes, and misleading content have made it difficult for people to separate facts from falsehoods. As a result, public trust in the media has been affected across the world.At such a time, the 4th Shusha Global Media Forum, held under the theme “The Mission of Media in Promoting Peace: Restoring Truth and Rebuilding Trust,” sends an important message. The forum brought together journalists, media professionals, policymakers, and experts from different countries to discuss how the media can play a more positive role in today’s rapidly changing information environment.The choice of Shusha as the venue is also meaningful. Known as one of Azerbaijan’s cultural centers, the city has become an important place for international dialogue. By hosting global events in Shusha, Azerbaijan is promoting not only its cultural heritage but also its vision of encouraging cooperation, dialogue, and the exchange of ideas.One of the main messages of the forum was that the media should help bring people closer instead of creating more divisions. Around the world, news is often shaped by political differences, social media trends, and competition for attention. In such an environment, responsible journalism becomes even more important. Reporting based on facts, fairness, and balance can help reduce misunderstandings and build greater trust between societies.Another important topic discussed during the forum was the growing challenge of misinformation. Today, anyone with a smartphone can publish content that reaches millions of people. While this has expanded access to information, it has also increased the spread of false and misleading narratives. This makes fact checking, verification, and professional ethics more important than ever before.Artificial intelligence was another major area of discussion. AI is already changing the way news is produced, translated, and distributed. It offers many opportunities for the media industry, but it also raises serious concerns. AI generated content and deepfake videos can easily mislead audiences if proper editorial checks are not in place. The discussions highlighted the need to use technology responsibly while ensuring that human judgment and ethical standards remain at the center of journalism.The forum also reflects Azerbaijan’s growing efforts to encourage international dialogue through media diplomacy. In recent years, the country has hosted several international events focused on culture, development, and global cooperation. The Shusha Global Media Forum has become another platform where journalists and communication experts from different backgrounds can exchange ideas and discuss challenges that affect the media industry worldwide.President Ilham Aliyev also interacted with participants and answered questions from international journalists during the forum. Such engagement provides an opportunity for open discussion and allows media professionals to better understand Azerbaijan’s views on regional and international issues. Direct interaction between leaders and journalists contributes to greater understanding and meaningful dialogue.Pakistan and Azerbaijan already enjoy strong and friendly cooperation in the field of media, alongside their close political and diplomatic relations. Over the years, journalists, media organizations, and public institutions from both countries have worked together to promote mutual understanding and strengthen people to people ties. The Shusha Global Media Forum further highlights the importance of expanding this cooperation through greater exchange of journalists, joint media projects, professional training, and collaboration in emerging areas such as digital media and artificial intelligence. Building on an already strong foundation, such initiatives can open new opportunities for both countries.The discussions at the forum also serve as a reminder that today’s media challenges are not limited to one country or one region. Whether it is misinformation, artificial intelligence, or declining public trust, these are global issues that require global cooperation. Forums that bring together journalists from different parts of the world create valuable opportunities to share experiences, discuss solutions, and learn from one another.In today’s world, journalism is no longer only about reporting events. It is also about protecting the truth, promoting dialogue, and helping societies make informed decisions. The 4th Shusha Global Media Forum highlighted these responsibilities and reinforced the idea that responsible journalism remains one of the strongest foundations for peace, trust, and international understanding.