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• W2144846344 abstract "This article provides a new interpretation of EU information and communication actions developed in the last 5 years from a public relations standpoint. This study responds to five main questions concerning EU promotional campaigns towards its different publics. Specifically it seeks to understand the reasons behind such campaigns, whether they have produced certain changes in EU image formation and increased trust in its institutions and whether they have increased Europeans' commitment and involvement in EU affairs. Firstly I will review the main concepts of image, collective identification, trust, commitment and involvement for public organizations. Then, I will present the data concerning Europeans' perception of the image of the EU, trust in European institutions, collective identification and overall support for membership. This date together with the theoretical framework will engage these five central concerns. I will then conclude with some comments and discussion about EU information and communication actions. Introduction In the last five years the European Union has increased its authority over diverse issues and its visibility and power among citizens. At the same time the number of reports in political sciences and social sciences dealing with the EU has flourished as well. The European Union has financed scientific research in order to find answers to these questions. On top of this, a variety of non profit organizations have engaged in similar studies in order to provide unbiased results. Many of these institutions have analyzed the EU either from socio-political backgrounds or from economical perspectives and still others, from mass communication standpoints. Many communication scholars (Anderson 2004; de Vreese 2003; Meyer 1999; Featherstone 1994) have highlighted the incapacity of the EU to communicate with its different publics and the somehow propagandistic connotation of the EU's communicational activities (Mullen and Burkitt 2004; Prokopijevic 2004; Ball et al. 2003; Sima 2001). However few of the previous studies and debates dealt with this problem from a public relations point of view (Valentini 2005b, 2005a). On the other hand public relations scholars have given little attention to this phenomenon and very little research has been undertaken. The intent of this paper is to provide some explanations/considerations concerning the propagandistic critiques from a public relations standpoint, and to explore the reasons behind EU promotional campaigns in the light of previous studies that focused on concepts of image and collective identification and trust, and involvement and commitment to public organizations. In this study EU promotional campaigns are understood to be all those activities developed at European and national levels by EU offices and national representations which aim at informing and promoting the EU cause among citizens and other important public - including non-governmental organizations (NGOs), civil societies and business organizations. These activities include web or hardcopy publications, meetings, forums and debates in universities, institutes of culture and other organizations, and EU commercials on major broadcasting networks. All these activities are part of the EU promotional campaigns. Furthermore, theories of public organizations are considered the most appropriate to explain EU promotional campaigns, since European institutions have many characteristics of public organizations and hence they are affected by the same constituents. In these terms, European institutions behave as other public organizations although the context of influence and authority is much larger (25 member states at the moment) and is a multi-cultural and multi-linguistic environment. As a combination of different public institutions, EU has tried to reinforce its authority within the member states through different marketing communication strategies (Tumber 1995). Marketing communication strategies have been considered the solution to the EU's problems of legitimation. Legitimating the EU means creating a stronger consensus and support. It means involving more and more citizens into the EU decision-making processes. It means being able to properly communicate with the EU's various publics by creating a stronger image and collective identification. When an institution needs to change its image, much more promotional work is required and sometimes propagandistic/educational actions are called upon. This is the case of the European Union and its promotional campaigns. The general idea of this study is to propose a different interpretation of EU behavior in relation to its information and communication actions. This study argues that EU promotional campaigns aim at creating consensus by attempting to intensify positive EU images and trust in its two major institutions, namely the European Parliament and the European Commission, and by enhancing citizens' identification with the EU and its institutions. Thus, the main research questions are:" @default.
• W2144846344 created "2016-06-24" @default.
• W2144846344 creator A5051803413 @default.
• W2144846344 date "2006-01-01" @default.
• W2144846344 modified "2023-09-26" @default.
• W2144846344 title "Manufacturing EU Consensus: The Reasons behind EU Promotional Campaigns" @default.
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