Communicating South Africa’s soft power: Agents, instruments and recipients

Abstract

ABSTRACTNew scholarly literature that focuses on the currency of soft power is emerging in the analysis of South Africa’s foreign policy. This nascent strand of discourse seeks to capture the nexus between the ideational value of soft power and Pretoria’s foreign policy. Despite pockets of literature in this regard, there has been little analysis of the communicative settings and adaptations of soft power in the South African context. Within this analytical context, this article aims to contribute to existing discourse on South Africa’s soft power by probing the agents, sources and subjects involved in its cultivation and unpacking the links between these communicative environments. These issues are critical, given the recent emphasis on the role and utility of soft power for achieving South Africa’s foreign policy ambitions. The article stresses that, in the long term, the deepening of South Africa’s soft power capability and influence will depend largely on the extent of the strategic calibration between the communicative realms of actors, instruments and recipients.