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- W2785285965 abstract "In this report, we inquire the role of new social media as a communication tool of EU CohesionPolicy. Practitioners in the feld of public policy communication in general and Cohesion Policy inparticular tend to agree on the need to increase the prominence and effectiveness of new media askey channels of strategic communication of both central institutions and national/local managingauthorities.Social media in particular tends to be associated with the possibility of reaching the youngestpopulation (see for example the results of our interviews and survey in PERCEIVE Deliverables 3.1 and3.2). However, their potential impact on communication strategies goes much beyond this point andencompasses changes in the segmentation of target audiences (i.e. communities rather than thegeneral public) on the one hand, and in the way Cohesion Policy ‘stories’ are told on the other hand(i.e. interactivity with audiences).In spite of the potential impact of new and especially social media on strategic policycommunication, based on our experience in the feld as well as on a review of both academic andpractice-oriented literature, we argue that much is still to be learnt about how to realise thispotential. This is especially true given the scarce attention of academic research to the specifcities ofCohesion Policy, among other public policies.Therefore, in order to extend current knowledge on the communication issues highlighted above, wepresent the results of empirical analysis we have performed with the aim of describing the new(social) media presence of different key actors in the institutional feld of EU Cohesion Policycommunication in the current report." @default.
- W2785285965 created "2018-02-02" @default.
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- W2785285965 date "2017-12-30" @default.
- W2785285965 modified "2023-09-23" @default.
- W2785285965 title "PERCEIVE project - Deliverable D3.3 Descriptive report on the specific role of new media in EU financed projects' communication strategies" @default.
- W2785285965 doi "https://doi.org/10.6092/unibo/amsacta/5763" @default.
- W2785285965 hasPublicationYear "2017" @default.
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