BRICS+ and Soft Power
The upcoming BRICS+ summit in Kazan this October is poised to be a pivotal moment for Russia’s global ambitions. As the host nation, Russia seeks to leverage the gathering of leading powers from the Global South to present itself as a legitimate and integrated actor on the international stage. This is especially crucial for Moscow in the face of Western efforts to isolate Russia following its brutal invasion of Ukraine.
Beyond the realms of security, trade, and energy – where Russia has already found ways to circumvent sanctions and political exclusion – the Kremlin has increasingly turned to the realms of culture and sport as a means of soft power influence. By hosting high-profile events and aligning with anti-colonial narratives, Russia aims to portray itself as a champion of the “world majority” – countries in Asia, Africa, and Latin America that have maintained diplomatic and economic ties despite Western pressure.
BRICS+ Summit
The BRICS+ bloc, which now includes Iran, the United Arab Emirates, Saudi Arabia, Egypt, and Ethiopia in addition to the original members of Brazil, Russia, India, China, and South Africa, represents a significant geopolitical counterweight to Western hegemony. Significantly, none of the BRICS+ countries have taken meaningful action against Russia’s invasion of Ukraine, providing Moscow with a crucial diplomatic and economic lifeline.
The summit’s agenda is expected to cover a wide range of issues, from security and trade to climate change and cultural exchange. However, the underlying subtext will undoubtedly be Russia’s efforts to demonstrate its continued relevance and influence, particularly in the face of Western sanctions.
Russia’s Role in BRICS+
Russia’s economic clout within the BRICS+ framework should not be underestimated. As one of the largest economies in the group, Russia wields significant financial and investment leverage. This has allowed Moscow to deepen its partnerships with countries in the Global South, offering alternatives to Western-dominated institutions and mechanisms.
Diplomatically, Russia has been actively cultivating relationships with BRICS+ members, positioning itself as a champion of anti-colonial and multipolar ideals. By portraying the West as an exploitative and domineering force, Russia has sought to present itself as a more benevolent and understanding partner, willing to give a voice to the “world majority”.
Soft Power Strategies
Recognizing the limitations of its hard power capabilities in the face of Western sanctions, Russia has increasingly turned to soft power initiatives to bolster its global influence. These efforts span the realms of culture, sports, and media narratives.
In the cultural sphere, the recent BRICS+ Fashion Summit in Moscow exemplified Russia’s attempts to present itself as a champion of diversity and an alternative to Western fashion hegemony. By elevating the voices of designers and brands from the Global South, Russia sought to position itself as an anti-colonial force, even as it concealed its own imperial past and present expansionist ambitions.
Similarly, in the realm of sports, Russia has sought to leverage international competitions as a platform for soft power projection. The BRICS+ Games, hosted by Russia, have been positioned as an alternative to established events like the Olympics and the UEFA European Championship. However, the limited participation and low spectator interest have so far failed to provide the desired boost to Russia’s global appeal.
Brazil’s Involvement in BRICS+
As a founding member of the BRICS bloc, Brazil’s role within the BRICS+ framework is of particular importance. The country’s economic and cultural influence, particularly in the realm of football, has made it a crucial player in Russia’s soft power offensive.
Brazil’s participation in BRICS+ economic and diplomatic initiatives has strengthened its ties with Russia, even as the country has maintained a more balanced approach to the Ukraine conflict, condemning the Russian invasion at the United Nations. Nevertheless, the country’s football prowess and global reach have made it a valuable asset for Russia’s soft power ambitions.
The hosting of major international football tournaments, such as the FIFA World Cup and the Olympic Games, has provided Russia with opportunities to showcase its sports infrastructure and cultural appeal. Brazil’s success in these events, and the fervent passion of its football fans, have helped to bolster Russia’s image as a dynamic and vibrant host nation.
Geopolitical Implications
The BRICS+ summit in Kazan represents a critical juncture in the evolving geopolitical landscape. Russia’s efforts to leverage the bloc’s soft power potential, coupled with the growing economic and diplomatic influence of the BRICS+ countries, pose a significant challenge to the Western-dominated international order.
The multipolar world order that Russia seeks to cultivate through BRICS+ is a direct counter to the unipolar dominance of the United States and its allies. By forging stronger ties with the Global South, Russia aims to erode Western influence and present an alternative vision of global governance, one that is less beholden to Western interests and values.
Evolving Dynamics
The shifting alliances and regional dynamics within the BRICS+ framework have far-reaching implications for the future of global governance. As countries in the Global South increasingly look to alternative power centers, the traditional dominance of Western institutions and norms is being called into question.
The tension between regionalism and globalism is a key feature of the evolving BRICS+ landscape. While the bloc seeks to promote a multipolar world order, individual member states may prioritize their own regional interests, leading to a complex web of competing priorities and allegiances.
Brazilian Football’s Global Reach
The prominence of Brazilian football on the global stage has long been a source of national pride and soft power for the country. The success of the Seleção in international tournaments, the export of talented players to top European clubs, and the passionate fan culture have all contributed to Brazil’s global influence.
Russia’s attempts to leverage this football diplomacy have been evident in its hosting of major events like the 2018 FIFA World Cup and the 2016 Summer Olympics. By aligning with Brazil’s football prowess and the fervent support of its fans, Russia has sought to bolster its own image as a dynamic and culturally vibrant host nation.
The ongoing BRICS+ Games, despite their limited success, have also provided Russia with a platform to showcase its sports infrastructure and cultural appeal, drawing on the global appeal of Brazilian football. As the BRICS+ bloc continues to evolve, the interplay between football, soft power, and geopolitical maneuvering is likely to remain a critical component of the shifting global landscape.
