Leveraging BRICS: South Africa's Pursuit of Soft Power and Cultural Diplomacy Frameworks in a Multipolar World
Main Article Content
Keywords
Cultural Diplomacy, Soft Power, BRICS, South Africa, Multipolarity, Ubuntu, Global Governance
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.
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References
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Mazenda, A., & Masiya, T. (2021). The New Development Bank and its role in South Africa’s infrastructure development. Development Southern Africa, *38*(4), 645-660.
McVeigh, B. (2010). Soft power superpowers: Cultural and national assets of Japan and the United States [Review of the book Soft power superpowers: Cultural and national assets of Japan and the United States, by Y. Watanabe & D. L. McConnell]. The Journal of Japanese Studies, *36*(2), 379-383. https://doi.org/10.1353/jjs.0.0166
Menegazzi, S. (2020). Rising powers and the reform of global economic governance: The BRICS and the normative challenge ahead. Fudan Journal of the Humanities and Social Sciences, *13*(1), 135-150. https://doi.org/10.1007/s40647-019-00258-2
Morozov, V. (2023). Theoretical analysis and implications of the network diplomacy concept. In Network Diplomacy (pp. 45-67). Palgrave Macmillan. https://doi.org/10.1007/978-981-19-7006-1_2
Mulibana, L., & Tshikovhi, N. (2024). Rural entrepreneurship and innovation in BRICS economies: Secondary evidence from rural areas in South Africa. Sustainability, *16*(6), 2408. https://doi.org/10.3390/su16062408
Neethling, T. (2017). South Africa’s foreign policy and the BRICS formation: Reflections on the quest for the ‘right’ economic-diplomatic strategy. Insight on Africa, *9*(1), 39-61. https://doi.org/10.1177/0975087816674580
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Nye, J. S. (2004). Soft power: The means to success in world politics. Public Affairs.
Nye, J. S. (2008). Public diplomacy and soft power. The Annals of the American Academy of Political and Social Science, *616*(1), 94-109. https://doi.org/10.1177/0002716207311699
Nye, J. S. (2017). Soft power: The origins and political progress of a concept. Palgrave Communications, *3*(1), 1-3. https://doi.org/10.1057/palcomms.2017.8
Ogharanduku, V., & Tinuoye, A. (2020). Impacts of culture and cultural differences on conflict prevention and peacebuilding in multicultural societies. In Handbook of research on the impact of culture in conflict prevention and peacebuilding (pp. 177-198). IGI Global. https://doi.org/10.4018/978-1-7998-2574-6.ch011
Ogunnubi, O. (2022). South Africa’s soft power and the diplomacy of nuclear geopolitics. GeoJournal, *87*(2), 247-260. https://doi.org/10.1007/s10708-020-10252-x
Ohnesorge, H. (2020). A taxonomy of soft power: Introducing a new conceptual paradigm. In Soft Power and the Future of U.S. foreign policy (pp. 15-34). Springer. https://doi.org/10.1007/978-3-030-29922-4_3
Pajtinka, E. (2014). Cultural diplomacy in theory and practice of contemporary international relations. Politické Vedy, *17*(3), 95-108.
Petrone, F. (2019). BRICS, soft power, and climate change: New challenges in global governance? Ethics & Global Politics, *12*(2), 19-30. https://doi.org/10.1080/16544951.2019.1611339
Prinsloo, C. (2022). Tangible economic cooperation for South Africa and the BRICS: Taking stock and looking forward. In S. Zondi (Ed.), The political economy of intra-BRICS cooperation: Challenges and opportunities (pp. 89-112). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-97397-1_9
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Saaida, M. (2013). Understanding global politics and diplomacy within the international relations context. Science for All Publications, *1*(1), 1-18.
Saskia, P. (2022). New perspectives on diplomacy: A new theory and practice of diplomacy; New perspectives on diplomacy: Contemporary diplomacy in action. International Affairs, *98*(1), 316-318. https://doi.org/10.1093/ia/iiab249
Sidiropoulos, E., Prinsloo, C., & Mpungose, L. (2018). BRICS, Africa, and global economic governance: Achievements and the future. Global Economic Governance Africa.
Slaughter, A. M. (2009). America’s edge: Power in the networked century. Foreign Affairs, *88*(1), 94-113.
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Jan 23, 2026
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Leveraging BRICS: South Africa’s Pursuit of Soft Power and Cultural Diplomacy Frameworks in a Multipolar World. (2026). Journal of BRICS Studies, 4(2), 46-68. https://doi.org/10.36615/bpdeh450
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Author Biographies
Thelela Ngcetane-Vika, University of the Witwatersrand
Academic, Wits School of Governance
Fumene George Tsibani , University of Johannesburg
Professor of Practice Dr. Fumene George Tsibani
Water Governance, Programme Evaluation and Training Expert
Nuclear Research Centre. Department of Mechanics
Faculty of Engineering and Built Environment (FEBE)
PhD, MA, BED, HDE, BA, Certs: Assessor, Moderator, Mentor, ZOPP, PM, and Leadership
How to Cite
Leveraging BRICS: South Africa’s Pursuit of Soft Power and Cultural Diplomacy Frameworks in a Multipolar World. (2026). Journal of BRICS Studies, 4(2), 46-68. https://doi.org/10.36615/bpdeh450
