Comparative Analysis of the Spanish and Portuguese "Soft Power" Models

The article contains a comparison of Spanish and Portuguese soft power models. Within the framework of the problem-chronological approach, mainly the method of comparative analysis was applied. On the basis of the historical parallels between the two Iberian states, the authors highlight the origins of the modern Spanish and Portuguese brands. They investigate national interpretations of the concept of soft power in Spain and Portugal and compare their main elements in the national formulas of soft power. Besides, the differences in the assessment of Spanish and Portuguese soft power in international rankings is pointed out. After the analysis of the structures of soft power management in Spain and Portugal is conducted, the attention is drawn to the juxtaposition of the activities and the influence of two linguistic institutions: the Cervantes Institute and the Camoes Institute. The following conclusion is drawn: the soft power of Spain and Portugal is based on similar resources but is implemented with varying degrees of success. The Spanish soft power model became more attractive. The main reason for this is the absence of a body responsible for the national brand in Portugal, while the Spanish soft power is regulated by a government authority, The Portuguese brand is mainly managed by private institutions with little or no coordination between them.