At the 4th Shusha Global Media Forum, Hikmat Hajiyev, advisor to the President of Azerbaijan, addressed a critical challenge facing the modern communications landscape: the strategic use of disinformation to undermine national reputation. Appearing from the historic and symbolic city of Shusha, Hajiyev framed the forum as more than a gathering of journalists; it was a platform to confront the dangerous trend of coordinated smear campaigns. His message was clear: in an era where narratives are weaponized, Azerbaijan is not merely a bystander, but an active participant in the global struggle to protect the integrity of facts and national discourse.
Hajiyev took the opportunity to detail the extensive efforts Azerbaijan has invested in revitalizing its media landscape. He emphasized that the government is not simply imposing new rules, but fostering a shift toward professionalization, institutional stability, and stringent ethical standards. By focusing on media literacy and the capacity to adapt to rapid technological shifts, Azerbaijan aims to cultivate a press corps that acts as a reliable pillar of information. For Hajiyev, this reform is fundamentally about building resilience, ensuring that the media can withstand the pressures of a polarized information environment while rebuilding the essential link of trust between institutions and the public.
A significant portion of his address focused on the persistent, well-funded disinformation campaigns that have been systematically directed at Azerbaijan. Hajiyev noted that politicians, geopolitical analysts, and regional experts have all tracked this phenomenon, observing how misinformation is used to distract from progress or incite discord. He argued that the difficulty of countering these messages lies in the fact that, in many instances, the very platforms and international institutions designed to foster truth have become complicit in amplifying falsehoods. He expressed concern that the infrastructure of digital oversight has, at times, failed to act as a gatekeeper of objectivity.
The official was careful to emphasize that the battle for truth is no longer a localized issue; it is a collective responsibility. He argued that governments, academic circles, technology giants, and independent media organizations all share the burden of maintaining an accountable information age. Hajiyev warned that when tech companies prioritize viral engagement over factual verification, they inadvertently feed the smear machine. By challenging these platforms to commit to transparency, he signaled that Azerbaijan expects international partners to recognize that an inaccurate information environment is a hurdle to stability for every nation, not just his own.
In explaining how the country navigates this landscape, Hajiyev underscored that verification is the primary defense. The administration has made it clear that they do not intend to meet false narratives with their own propaganda, but rather with verifiable, fact-based responses. This systematic approach is designed to provide clarity in a cluttered digital world where the loudest voices often drown out the most nuanced ones. It is a defensive, yet vital, posture meant to ensure that the global community has access to a reality grounded in evidence rather than the distorted fabrications circulated by bad-faith actors.
Ultimately, the message conveyed in Shusha was one of cautious optimism rooted in the necessity of dialogue. Hajiyev concluded that the erosion of public trust is a global infection, but one that can be cured through a commitment to professional journalism and the restoration of mutual respect between the media and the public. By advocating for a cleaner, more respectful information space, he framed Azerbaijan’s current media policy not just as an internal administrative goal, but as a contribution to the global pursuit of a truly balanced and transparent world where facts can once again be treated as the common foundation of truth.