In a recent blog entry, the High Representative of the European Union, Josep Borrell, seems to have accepted that the West is losing what he termed “the global battle of narratives”. “The global battle of narratives is in full swing and, for now, we are not winning,” Borrell admitted. The solution: “As the EU, we have to engage further to refute Russian lies and war propaganda,” the EU’s top diplomat added. (https://www.scoop.co.nz/stories/HL2207/S00054/the-war-diplomat-how-borrell-the-west-lost-the-global-battle-of-narratives.htm) Borrell, whose job as a diplomat suggests that he should be investing in diplomacy to resolve conflicts, has repeatedly called for widening the scope of war on Russia, insisting that the war can only be “won on the battlefield”. Such statements were made despite the obvious devastating consequences on the rest of the world. Borrell, the EU, NATO and the West are not only losing the global battle of narratives, they have never won it in the first place. Winning or losing that battle never mattered to Western leaders in the past, because the Global South was hardly considered when the West made its unilateral decisions.