The information front How Azerbaijan Resists Western Media Campaigns

It is well known that over the past decades, Azerbaijan has repeatedly become the target of deliberate information attacks by a number of Western media outlets. This long-standing issue was actively discussed at the 3rd Shusha Global Media Forum.

Western media activity notably intensifies ahead of major international events held in the country. There are plenty of examples of this. One need only recall the Eurovision Song Contest 2012, the inaugural European Games in 2015, and last year’s 29th Conference of the Parties to the UN Framework Convention on Climate Change (COP29) held in Baku.

It is no secret that behind these biased media campaigns are forces dissatisfied with Azerbaijan’s independent and sovereign foreign policy, carried out under the leadership of President Ilham Aliyev. Representatives of the Armenian lobby, who use their connections within international institutions to discredit the country, also play an active role in these campaigns.

The hosting of the Eurovision Song Contest in Baku was not only a cultural celebration but also the first major test of Azerbaijan’s media resilience.

Leading Western outlets such as The Guardian, BBC, Der Spiegel, and Le Monde appeared to compete in publishing negative coverage about Azerbaijan—shifting the spotlight away from the contest itself and focusing instead on spreading fake news about the country’s internal affairs.

Armenian diaspora organisations actively exploited this media backdrop to discredit the Azerbaijani state under the cover of music, targeting a nation that, having regained its independence, was confidently advancing along the path of modernisation. However, despite these efforts, Eurovision in Baku was held at the highest organisational level and became one of the most memorable editions in the contest’s history. Azerbaijan demonstrated its ability not only to welcome guests from around the world but also to respond to media attacks with truth and professionalism.

In 2015, Azerbaijan’s capital became the first city to host the European Games. It was a landmark achievement on the international stage—athletically, politically, and organisationally. Yet once again, Western media outlets sprang into action. A number of British and German publications shifted their focus from Azerbaijan’s sporting successes to political labelling.

While Azerbaijan was opening itself to the world through sport and culture, the Western press persisted in portraying it as a “closed society.” Notably, many of these articles did not stem from independent journalistic inquiry but were part of coordinated campaigns. In several instances, as later revealed, the authors and commentators were affiliated with pro-Armenian organisations or received funding from foundations openly critical of Azerbaijan.

Fast forward to 2024: Baku was selected to host the world’s largest climate summit—COP29. This was a historic event for both the South Caucasus and Azerbaijan, which became the first Muslim-majority nation to host such a high-profile conference. Yet no sooner had the official announcement been made than another wave of information attacks emerged. Several European and American outlets began levelling fresh accusations—this time targeting Azerbaijan’s environmental policies. It became clear that some actors were uncomfortable with Baku’s growing visibility on the international stage, particularly in the areas of ecology, energy, and climate.

A special chapter in this context is the nearly 30-year Armenian occupation of 20% of Azerbaijan’s territory. During this period, Western media actively propagated myths about the “self-determination” of Armenians in Karabakh, while the expulsion of hundreds of thousands of Azerbaijanis from their homes, the destruction of towns and villages, and the cultural vandalism against Azerbaijani heritage were either ignored or downplayed.

During the 44-day Patriotic War of 2020, this imbalance reached its peak. Despite the fact that Azerbaijan was waging a legitimate war to liberate its occupied territories, Western media often portrayed the events as an act of “aggression.” Once again, as in the past, the Armenian lobby played a key role in shaping a negative narrative, using its media and diplomatic levers to influence public opinion.

However, the Republic of Azerbaijan withstood this pressure. We defended the truth not only on the battlefield but also in the information space. This was made possible largely thanks to the high professional standards of our journalists, who worked under extremely challenging conditions. The events of recent years have demonstrated that Azerbaijani media are on par with the world’s leading news outlets in terms of analytical depth, speed of reporting, and factual accuracy.

But there is one quality that sets us apart in the best way possible — integrity. We do not falsify facts, we do not mask aggression with flowery rhetoric, and we do not distort reality to serve foreign interests. Azerbaijani journalists rose to the challenge during the war years, countering information attacks while remaining true to professional ethics and national interests. In the era of hybrid warfare, where the battle for minds and perception takes centre stage, this is of paramount importance.

At the same time, we understand that the anti-Azerbaijani media campaign is far from accidental. It is a planned, systematic effort aimed at undermining Azerbaijan’s image, as the country stands in the way of certain geopolitical agendas. Yet with each passing year, it becomes increasingly clear: the truth is on our side. And Azerbaijan’s professional, patriotic, and ethically driven media are our most reliable shield in this global information struggle.