This shift was driven by advancements in transnational communication, finance, trade,
and travel, as well as the rise of global interdependence. This new scenario begged for
the development of concepts that allowed the understanding of these fast-paced
transformations, leading to the appearance of the terms soft power and paradiplomacy
in academic circles (Al-Malki et al., 2023; Oddone, 2023).
Nye (1990) coined the term soft power, which refers to a country's ability to influence
others and shape their preferences through attraction and persuasion rather than
coercion or payment. Nye (2004) also points out that a country's soft power lies mainly
in three primary resources: culture (in places where it is attractive to others), political
values (when it lives up to them at home and abroad) and foreign policy (when it is
perceived as legitimate and has moral authority).
Culture encompasses the values and practices that impart meaning to a society,
manifesting in various forms. It is often categorized into high culture, which includes
literature, art, and education appealing to elites; and popular culture, which centers on
mass entertainment. When a nation's culture embodies universal values and its policies
advocate for shared values and interests, it enhances the likelihood of achieving desired
outcomes due to the bonds of attraction and duty it fosters. Commerce is just one method
of cultural transmission. Culture is also shared through personal interactions, visits, and
exchanges (Nye, 2004).
Government policies, both domestic and international, can be significant sources of soft
power. Depending on the context, these policies can have varying impacts over the short
and long term. Effective policies can enhance a nation's soft power by reinforcing its
attractiveness and legitimacy. Meanwhile, the political values a government promotes in
its domestic actions, its participation in international institutions, and its foreign policy
significantly influence the preferences of others. Governments can either attract or repel
others through the power of their example. However, governments vie for control of soft
power against a wide array of opinion leaders, including news media, corporations, non-
governmental organizations (NGOs), intergovernmental organizations (IGOs), and
scientific networks (Nye, 2004).
At the same time, the most encompassing and widely accepted definition of
paradiplomacy has been advanced by Noé Cornago (1999: 40), who understands it as
“sub-state governments’ involvement in international relations through the
establishment of formal and informal contacts, either permanent or ad hoc, with foreign
public or private entities, to promote socio-economic, cultural or political issues, as well
as any other foreign dimension of their own constitutional competences.”
Paradiplomacy is governed by strong institutional conditions, including the necessity for
political legitimacy, defined competencies, professionalized infrastructures, and financial
resources for international operations. Furthermore, it is increasingly shaped by agreed-
upon rules and is a collection of practices. When subnational governments engage in
structured international activities, they do so under the influence of international norms,
rules, and practices. Subnational governments, in collaboration with international
organizations, transnational networks of subnational governments, and academics, have
been participating in an international socialization process. This process is facilitating the
establishment of a new international institution (Oddone, 2023).