oN EUROPEAN POLICAL COMMUNICATIONS Júlia Tomás New Challenges in the European Area: Young Scientist’s 1st International Baku Forum, Baku, Azerbaijan, 20-25 May.
Political communications Political publicity Deliberation Political marketing Tool to facilitate debate and confrontations. Therefore citizens are not only receivers but also senders of messages. This is ultimately the basis of all mutual relationships.
European political communications • Strategies and tactics of communication to inform and engage the European citizen • Information disclosure and marketing tactics • Challenges: • How to explain the institutions functioning to over 503.5 million people in a huge geographical space in twenty-three languages? • How to disseminate the exact same message simultaneously in so many different cultures? • Media, News, Symbols
European citizen? French revolution (1789-1799): concept of citizenship German theories (19th century) : shared culture, common language Ronan’s theory (1882): will to live together Civic identity: relationship between institutions and citizens European integration
European political debate Right-left continuum Integration-independence Inaudible citizen’s voice European political dynamics are elite-driven European democratic deficit
DG Communication - main tasks • European Commission: • Renders EU citizens more aware of EU policies by delivering the policy message through media • Allows the Commission to be better informed on trends in public opinion • Offers communication services (web communication, speechwriting, audiovisual services, media networks) • European Parliament • Ensures that the media, the public and opinion leaders (associations, civil society bodies and local elected representatives) are aware of the role, operation and views of the European Parliament.
Communication strategies www.europa.eu NGOs (Friends of Europe, ECAS, AEGEE…)
Simbolictactis European Hymn (Beethoven’s Ode to Joy)
How the citizen perceives the news Highly complex articles general loss of interest Gap between the institutions and the public Predominance of national viewpoints General growing distrust in the institutions Communications are geared towards the elite rather than to the general public Impression of a faceless technocratic bureaucracy
Conclusions… Need to further develop European political communications Extensive list of tactis and strategies, but too much information kills the information Absence of a European public space Lack of European collective identity We need to write a European utopia…
oN EUROPEAN POLICAL COMMUNICATIONS Júlia Tomás Thank you