Requirements for Increasing BRICS’s Soft Power: Capacities and Strategies

Requirements for Increasing BRICS’s Soft Power: Capacities and Strategies
Article type: Research article
Author: Hossein Karimifard
Journal: Soft Power Studies (Motale‘at-e Ghodrat-e Narm)
Volume: 13
Issue: 4 (No. 35)
Date: Winter 1402 (2023–24)

About the article
This article examines the capacities and strategies for enhancing the soft power of BRICS countries and stresses that previous research has primarily focused on BRICS’s economic strength and political role, while the group’s cultural and soft dimensions have received less attention. Using a descriptive–explanatory approach and qualitative analysis of library data, the author seeks to show how the members’ cultural diversity and civilizational plurality—including tourism, museums, arts, cinema, universities, and civil associations—offer significant potential for cultural exchanges and the creation of international networks.
The article argues that showcasing BRICS cultures, traditions, and values can project a positive image of the group globally and increase its international influence and attractiveness. The findings indicate that leveraging these capacities not only elevates BRICS’s soft power but also strengthens cultural and economic cooperation, providing emerging countries with an effective tool for building diplomatic and cultural networks.
Overall, the article highlights the importance of soft power as a complement to BRICS’s economic and political weight and recommends that cultural programs, artistic exchanges, and civilizational cooperation should be expanded to reinforce the group’s global standing.