Soft Power no Brasil: contexto e oportunidades

Abstract

This work reviews the literature on the concept of Soft Power and its applicability in the Brazilian context, with the aim of identifying Brazil's main vectors of influence and evaluating opportunities to expand its international projection. The theoretical framework is based on the definition of Soft Power proposed by Joseph Nye, which highlights a country's ability to influence others through cultural attraction, political values and foreign policies. The main results of the review indicate that Brazil has a significant cultural wealth, expressed through music, cinema, literature and sports, which contribute to its positive image abroad. Institutions such as the Instituto Guimarães Rosa play a central role in promoting the Brazilian language and culture, facilitating international cooperation and cultural exchange. Furthermore, Brazil's environmental diplomacy, especially its leadership in Amazon conservation and renewable energy development, stands out as a crucial component of Brazil's Soft Power. However, the study also identifies challenges that can undermine international projection efforts, such as political and economic instability, corruption and social inequalities. These factors affect Brazil's credibility and may limit its ability to positively influence the global scenario. To overcome these obstacles, the review suggests the need for an integrated strategy that promotes internal cohesion, transparency and sustainable development. The research points to vast opportunities for Brazil to expand its Soft Power, especially in the digital era. The strategic use of social media, streaming platforms and distance learning technologies can enhance the dissemination of Brazilian culture and language, attracting new audiences and reinforcing the country's global presence. The integrated approach to foreign policy, strengthening strategic partnerships and actively participating in international organizations, is essential to consolidate Brazil's role as a global leader. The work highlights that Soft Power offers Brazil an effective way to increase its global influence in a peaceful and attractive way, as long as internal challenges are faced and global opportunities are taken advantage of with a cohesive and sustainable strategy.