Digital communication and narrative governance in BRICS healthcare: a website media analysis of public hospital vision and mission statements

Abstract: This study conducts a qualitative thematic analysis of vision and mission statements from leading publicly listed hospitals in BRICS countries-Brazil, Russia, India, China, and South Africa-to explore institutional health priorities and strategic orientations. Drawing on official data from top-ranked government hospitals, the analysis identifies recurring the-matic commitments and their relative emphasis across national contexts. Using a structured coding framework and frequency analysis, seventeen core themes were initially extracted and then consolidated into major thematic groups, such as Medical Care/Services, Governance & Administration, Patient Focus, Education & Research, and Service Commitment. Radar dia-grams and comparative tables were employed to visualize cross-national similarities and divergences. Findings reveal that each country exhibits distinct institutional priorities: South Africa emphasizes Service Commitment (43.2%), China highlights Administration (27%), Russia focuses on Medical Care (23.6%), Brazil prioritizes Excellence (13.79%), and India centers on general Hospital identity (10%). While shared attention to quality, public health, and governance is evident, significant gaps persist in themes such as Community Engagement, Access & Affordability, and Ethics & Humanization. These disparities underscore the influence of political, historical, and structural factors on how healthcare institutions define and communicate their purpose. The study contributes to the emerging field of narrative health governance by demonstrating that institutional language is both symbolic and strategic. Vision and mission statements are not merely rhetorical but actively shape organizational identity and public expectations. The results offer valuable implications for health policymakers, administrators, and global health scholars aiming to align institutional narratives with universal health coverage, equity, and sustainable development goals. Future research is encouraged to link these thematic commitments with hospital performance metrics and extend the framework to non-BRICS countries for a more globalized understanding.