Advancing South Africa`s soft power with cultural diplomacy and "new" public diplomacy as diplomatic practice

Abstract

This mini-dissertation examines the integration of soft power, cultural diplomacy, and ‘new’ public diplomacy as complementary instruments for enhancing South Africa’s diplomatic practice. While these concepts appear mutually reinforcing, the study seeks to address the inherent fragmentation and policy incoherence that characterise their current application within South Africa’s foreign policy environment. The research argues that the absence of a cohesive and coordinated policy framework has resulted in a disjointed approach that limits the country’s ability to fully leverage its soft power resources. Drawing on a qualitative literature review and conceptual analysis, the study develops an integrated framework that positions soft power as the power of attraction, cultural diplomacy as its practical instrument, and ‘new’ public diplomacy as the communication mechanism through which influence is projected. The study seeks to address how these three concepts can be conceptually integrated and practically applied to enhance a state’s diplomatic efforts in advancing its soft power, with particular reference to the South African context. The research demonstrates that South Africa possesses significant soft power resources, including its democratic transition, rich cultural heritage, Ubuntu philosophy, and active participation in multilateral institutions. However, the study seeks to address the challenges posed by policy fragmentation, institutional silos, inconsistent messaging, limited funding, and the absence of a formal cultural diplomacy strategy, all of which undermine the country’s global influence and diplomatic effectiveness. By applying the conceptual framework to the mandates and activities of the Department of International Relations and Cooperation and the Department of Sport, Arts and Culture, the study concludes that South Africa requires a unified and deliberate soft power strategy. Institutional coordination, increased investment, and the formalisation of cultural diplomacy are essential to enhance South Africa’s diplomatic effectiveness and position the country as a leading soft power actor in Africa and beyond.