The global division of power is undergoing rapid transition. Balances are changing, with new dynamics leading to shifts in power. Whereas much of the Western focus has remained on the meetings of the G8 and G20, there has been less recognition that the BRICS countries (Brazil, Russia, India, China and South Africa) are already organizing their fourth summit. They represent a driving force behind the emerging markets, becoming an increasingly important geopolitical counterweight to the West. The BRICS states are home to some 40% of the world’s population, and, with their approx. 25% share of world production, have been demonstrating impressive economic growth, despite the global financial crisis. This shift in economic and political power also influences the global media culture. Therefore the time is ripe to extend the focus of communications studies to encompass these important and controversial developments.