  We systematically compute the effective short-range potentials arising from
second order QCD-diagrams related to bound states of quarks, antiquarks, and
gluons. Our formalism relies on the assumption that the exchanged gluons are
massless, while the constituent gluons as well as the lightest quarks acquire a
nonvanishing constituent mass because of confinement. The potentials we obtain
include the first relativistic corrections, thus spin-spin terms, spin-orbit
terms, etc. Such effective potentials are expected to be relevant for the
building of accurate potential models describing usual hadrons as well as
exotic ones like glueballs and $q\bar q g$ hybrids. In particular, we compute
for the first time an effective quark-gluon potential, and show the existence
of a quadrupolar interaction term in this case. We also discuss the influence
of a possible nonzero mass for the exchanged gluons.
