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World Politics

The BRICS countries’ “Soft Power” (the case of Brazil and the Republic of South Africa)

Naumov Alexander

PhD in History

Associate Professor at Moscow State University, Department of International Organizations and Problems of Global Governance

119192, Russia, g. Moscow, Lomonosovskii pr., 27/4, of. A817

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Abstract: The subject of the study is the potential and the main directions of “soft power” of the BRICS countries, namely the Federative Republic of Brazil and the Republic of South Africa. Brazil and South Africa are the rising powers of the present, with the claims on economic and political leadership, respectively, in the regions of Latin America and Africa. Despite the seeming differences, these countries have a lot in common. Apart from the BRICS membership, Brazil and South Africa are the centers of the unique civilizations, the engines of economic growth and integration processes in South America and Africa. Finally, they only start realizing their “soft power” policies on the international arena and often choose parallel courses, which is of a special scientific interest. The methodology of the research is based on the systems approach, the structural-functional and comparative approaches, the methods of analysis, synthesis, induction, deduction, observation. Today the “soft power” instruments are gaining special importance for the BRICS countries. After several years of a successful progressive development and economic growth, in 2015 the BRICS countries have faced new serious challenges. In the new circumstances, in order to maintain their positions on the international scene, the BRICS countries need to use the instruments of “soft power”. In Russian historiography the comparative analysis of the potential and the main directions of “soft power” of Brazil and South Africa is carried out for the first time. 

Keywords: Foreign policy, Diplomacy, SOUTH AFRICA, Brazil, Global Governance, BRICS, Integration, UN, Ecology, Football
This article written in Russian. You can find full text of article in Russian here .

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