Leveraging BRICS: South Africa's Pursuit of Soft Power and Cultural Diplomacy Frameworks in a Multipolar World

Abstract

In the realm of soft power, South Africa, a mixed economy and post-apartheid democratic country, has emerged as a significant influencer in post-colonial Africa, particularly in the post-apartheid era. This elevated status presents a dual opportunity. On one hand, South Africa can use its position as a gateway to the African continent, capitalising on its reputation as a one-stop shop for investment and diplomacy. On the other hand, this very same status often leads to South Africa being perceived as a conduit to Africa’s vast, untapped resources, a perception that warrants careful consideration in the context of sustainable development and equitable partnerships. As the dynamics of global politics continue to evolve, it is crucial to acknowledge the complexities inherent in South Africa’s position and the implications thereof for the African continent and BRICS. The notion surrounding BRICS remains a contentious issue, sparking intense debate. It is noteworthy that numerous countries from the Global North and Global South leverage South Africa’s infrastructure to tap into the vast potential of African states. South Africa’s unique position, boasting a comprehensive array of embassies, cements its status as a continental hub - a distinction that Ethiopia, the only African nation never to have been colonised, cannot claim despite its rich history. Accordingly, this study examines South Africa’s strategic use of soft power and cultural diplomacy within the BRICS alliance, analysing its unique role as the bloc’s sole African representative. Grounded in Joseph Nye’s theory of soft power, the research employs a qualitative methodology using secondary data, document analysis, and case studies to assess how South Africa leverages its post-apartheid identity, cultural assets, and diplomatic networks to enhance its global influence. The findings reveal a significant soft power paradox: while South Africa possesses substantial assets, including its democratic transition, Ubuntu philosophy, and gateway position in Africa, its influence is critically undermined by domestic challenges such as xenophobia and economic inequality, which create a credibility gap. The study concludes that for South Africa to convert its symbolic representation into substantive leadership within BRICS, it must institutionalise its cultural diplomacy, proactively forge a cohesive African caucus within the enlarged bloc, and decisively address its internal contradictions.