BRICS money talks: Comparative socio-cultural communicative taxonomy of the New Development Bank

•Financial communication is a reliable variable of BRICS and the NDB strategies.•China is the only BRICS-member country with a clear-cut communicative idiom.•Chinese financial bid for the NDB is an example of a powerful communicative tool embedded in Confucius philosophy.•Communicative stereotypes and idiomatic representations are major financial signposts.•BRICS and the NDB perform the role of foils of the West.

The article is focused on financial communication. The communicative aspect makes it possible to penetrate deep into political and financial domains of modern reality. On the example of BRICS financial architecture the author makes an attempt to understand social communicative frames, shaping the present and the future of BRICS states.The concept of BRICS is universally perceived as a big political issue. What is more important while discussing this international collaborative system is the financial institutions and methodology it brings. The author has developed three-point taxonomy for the analysis of the New Development Bank communicative strategy. The article is concentrated on social representations of financial issues within BRICS framework. How do Chinese describe financial highlights of BRICS? What are the agendas of Indian monetary policies? How do the Russian financial tycoons zoom on money guidelines? Are money issues culturally specific and is it possible to outline a set of sociable variables to measure communicative values of money representations in BRICS cultures? The answer to these and many more questions has driven the author to the conclusion that financial communication has become a new policy tool, enabling BRICS members to indicate power positions within the infrastructure of BRICS.

Graphical abstractBRICS sub-imperial ecosystem within the framework of Chinese OBOR policy.Figure optionsDownload full-size imageDownload as PowerPoint slide