Problems and Prospects of Using Cultural Diplomacy Instruments in the Context of the Institutionalization of BRICS

Cultural cooperation is becoming a key domain of BRICS activity. The less politicized nature of such interaction is leading to the active development of cultural diplomacy mechanisms within the grouping. This trend creates opportunities for the broader institutionalization of BRICS interaction formats. The authors of this article hypothesize that cultural diplomacy within BRICS has become a distinct area of activity, facilitating further economic rapprochement, institutional strengthening of economic relations among the association’s member states, ideological justification for the need to delegate some state sovereignty, and the development of public support for BRICS. Theoretically, the study draws on the ideas of neoinstitutionalism and constructivism, which emphasize the normative, ideological, and symbolic aspects of the emergence of formal institutions. In the context of BRICS enlargement and the increasing diversity of the group’s membership, cultural diplomacy appears not only as a tool for harmonizing this diversity through the formation of a system of shared meanings, but also as a mechanism for the gradual institutionalization of BRICS. The authors’ analysis of BRICS cultural diplomacy demonstrates that the groups countries view it not only as a tool for strengthening mutual understanding between their nations but also take a pragmatic approach to harnessing its potential. Cultural interaction is closely linked to shared economic objectives of enhancing BRICS competitiveness, a unified approach to global order, and a desire to uphold the idea of cultural and civilizational diversity. The authors found that the various areas of cultural diplomacy (cinema diplomacy, fashion diplomacy, museum diplomacy, and gastrodiplomacy) are not disparate cultural sub-spheres, but rather a set of interconnected, economically beneficial areas that highlight the cultural richness of each BRICS country. Major events organized through cultural diplomacy, in addition to promoting traditional agendas, help attract investment and strengthen business ties within the BRICS space. It appears that this symbiosis of culture and economics serves the interests of the BRICS countries. The development of cultural diplomacy institutions in this context creates a platform for the institutionalization of communication formats within BRICS in new areas.