Brazil’s Soft-Power Strategy: The Political Aspirations of South–South Development Cooperation

Although many governments invest significant resources in public-diplomacy campaigns, there is little well-identified evidence of these efforts’ effectiveness. We examine the effects of a major type of public diplomacy: high-level visits by national leaders to other countries. We combine a dataset of the international travels of 15 leaders from 9 countries over 11 years, with worldwide surveys administered in 38 host countries. By comparing 32,456 respondents interviewed just before or just after the first day of each visit, we show that visiting leaders can increase public approval among foreign citizens. The effects do not fade away immediately and are particularly large when public-diplomacy activities are reported by the news media. In most cases, military capability differentials between visiting and host countries do not appear to confer an advantage in the influence of public diplomacy. These findings suggest that public diplomacy has the potential to shape global affairs through soft power.

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“…diplomacy (Bry 2017) cannot be well-addressed empirically without a general understanding of the efficacy of public diplomacy across countries.…”

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confidence: 99%

Does Public Diplomacy Sway Foreign Public Opinion? Identifying the Effect of High-Level Visits

Goldsmith

Horiuchi

Matush³

2021

Am Polit Sci Rev

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“…President Fernando Henrique Cardoso (1995 with his global policy diplomacia presidencial put Brazil back on the international stage. However, only during Lula da Silva's government (2003)(2004)(2005)(2006)(2007)(2008)(2009)(2010), and thanks to the use of its soft power potentials, Brazil was accepted as a major international actor (Bry, 2017). According to Hurrell (2010, p. 60), in the beginning of his term Lula stated that Brazil had been not only a pathetic "small" Latin American country of the Third World that had street children and citizens that only know how to play football and to enjoy the Carnival -but Brazil has had so much more to offer.…”

Section: Brazilian and Indian Use Of Soft Power And Digital Diplomacymentioning

confidence: 99%

The use of soft power in digital public diplomacy

Kos-Stanišić

Car

2021

Polit. misao (Online)

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The focus of this comparative study is on the use of soft power in the digital‎ public diplomacy of two Global South players, Brazil and India, in EU member‎ states. The main objective of this research is to find out how their embassies‎ use digital diplomacy in communication through their official websites‎ and to identify which soft power resources they dominantly use. Quantitative‎ content analysis and thematic analysis were used to analyze the categories and‎ subcategories on the main menu and special banners on each embassy’s home‎ page, and the associated content. Unlike the Indian embassies, which fully‎ embraced digital diplomacy 2.0, the Brazilian embassies do not utilize the full‎ potential of digital diplomacy and primarily remain reliant on websites only.‎ According to this research, the Brazilian embassies in the EU use film as a‎ dominant soft power resource in their digital diplomacy, while the Indian embassies‎ use yoga as a powerful diplomatic tool. Still, both approaches are not‎ enough to attract European publics. There remains a lot of space for improvement‎ and better usage of soft power resources and digital public diplomacy‎ potentials in communicating the powers of Brazil and India in EU countries.‎

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“…The BRICS paired China and Russia, which have impressive military capabilities and have been important for global governance since the 1800s, with Brazil and postapartheid South Africa, which hold more sway in terms of diplomatic soft power (Bry, 2017). Intermediately we have India, a powerful civilization-state that combines an enormous population with military capacity and soft-power influence throughout the Global South.…”

Section: Lula and Brazil's Emergence On The Global Stagementioning

confidence: 99%

Lula, Dilma, and Temer: The Rise and Fall of Brazilian Foreign Policy

Silva¹,

Pérez²

2019

Latin American Perspectives

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governments cannot be attributed solely to any of these presidential administrations but was also affected by domestic variables, international events, and economic factors. Furthermore, identity, corporations, the media, corruption scandals, and other variables influenced each president's ability to conduct foreign policy. Process tracing of these three governments reveals the way policies and programs such as the BRICS and IBSA can be understood in this context. In short, analyses of Brazilian foreign policy must be balanced between agent and structure.

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Brazil’s Soft-Power Strategy: The Political Aspirations of South–South Development Cooperation

Cited by 15 publications

References 42 publications

Does Public Diplomacy Sway Foreign Public Opinion? Identifying the Effect of High-Level Visits

Does Public Diplomacy Sway Foreign Public Opinion? Identifying the Effect of High-Level Visits

The use of soft power in digital public diplomacy

Lula, Dilma, and Temer: The Rise and Fall of Brazilian Foreign Policy

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