Module 2 2 History of EU Comm

8/10/2019 Module 2 2 History of EU Comm

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History of EU comm

MSc in Project Management & MA in EU

Communication & Governance

November 427, 2014


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Key moments in the history of

the EU?


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EU Communication Policy

Policy in the weak sense ( EU Communication

Policy vs. EU Regional and Cohesion Policy )

EU Comm may be described better as a

strategy or a set of actions


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19511986/89 (I)

Beginning of the integration (first enlargementwaves)

There was not a strong concern for

communication

The most important goal of the EU: to disarmthe opponents of the integration

The era of the permissive consensus EU in search of political capital


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19511986/89 (II)

Faceless and colourless Europe

The governments of the Member States did

not support a publicity for the EU similar tothe one at the national level

Bilateral and symmetric neglect

European cooperation was mainly

consensual and technical


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19511986/89 (III)

Concern for the study of the European

public opinion1974, first Eurobarometres

Over 60% public support for the EU, in themajority of the Member States (70s)

Economic problems were overlooked/ blurred

by the Cold War


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The Single Marketthe

relevance of communication

The Single European Act (1986)the first

major revision of the Treaty of Rome (1957)

Delors I Commission: the Europe 1992

campaign

Informing the business community and the

citizens of the advantages of the single market

Mass media (television without borders)

Jacques the ambitious


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The Maastricht Treaty (1992)

The Single Currency

The Single Market implementation did not

always reach the expected results

(unemployment, the decrease of the

economic growth)

The Treaty was rejected by the Danes

It was adopted with great difficulty by the

French (the Danes adopted it at a later date)


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2001to date

The Romano Prodi Commission (1999-2004)

Sets up the Press and Communication Service (the

former Spokesperson Service)answers directly tothe President of the European Commission

2001: The Commission aimed at establishing a new

framework for cooperation for actions related to the

EU Information and Communication


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A new framework for

cooperation...

The increased role of the EU Representatives

in the MS

The communication strategies of the DGswere included in an annual communication

policy

Funds for communication actions


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Common messages (2002)

A new communication strategy (2002)

The EU guarantees the liberty, the prosperity

and the security of the European citizens;

The EU promotes a society based on

solidarity, dynamism and respect for diversity;

The EU enables Europe to be an important

global actor.


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The Barroso I Commission

2004: Margot Wallstrm (former SwedishCommissioner for Environment), the firstCommissioner for Communication

2005: Action Plan to ImproveCommunicating Europe by the Commission

Problems mentioned in this document:

The fragmentation of communication

Communication concerns solely the EUinstitutions

Mass media and the political elite


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Symbolic impact on EU

citizens

The Convention on the Future of Europe

(2002)

The Laeken Declaration: democracy,

transparency, efficiency

A constitution for the EU

The Constitutional Treaty (2004)


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Action Plan

Setting up communication priorities Prosperity

Solidarity

Security

The role of the EU in the world

Listen better, explain better, go local

Go local Increasing the role of the communication experts Mobilizing the Commissioners

Allocating more money for communication


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Non, Nee

.the French and Dutch no votes in 2005

reminded us very forcefully that the European

integration project cannot go ahead without

wide public support. It must be a projectwhich the citizens of Europe understand and

in which they are actively involved. The

people need to take ownership of the projectand set the agenda.(Wallstrm, 2007 apud

Valentini & Nesti, 2010: 1).


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Plan D

Rejection of the Constitution Treaty referenda in

France and the Netherlands (2005)

Ddemocracy, debate, dialogue

Debate topics: The economic and social development

The European social model and globalisation

The power of the EU (the Europeannational balance)

The borders of the EU and its role in the world


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Plan D - measures

Involving the Commissioners (meetings with

citizens and MPs from the Member States)

Information Days (Europes Day)

the Real Europe (information materials)

Increasing the transparency (co-decision

meetings made public)


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Wh ite Paperof the EU Comm

Policy (2006) Setting up of a European public sphere

EU Comm Policy to become a genuine policy(Treaty of Lisbonno legal basis)

5 directions: Defining common principles

Empowering the European citizens

Redefining the relationship with the media Understanding the public opinion

Promoting partnerships


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The Barosso II

Commission

Portfolio Justice and Internal Affairs (Commissioner VivianeReding, Vice-President of the Commission)

Internal Affairs

Justice, fundamental rights and citizenship

Attributions :

Freedom of movement for citizens Consumers rights

Penal Law

Family Law

Communication Policy

Legislation against discrimination Equal opportunities

DG Communication

Under Justice and internal affairs and the authority of the Presidentof the Commission and the Vice-President Viviane Reding


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Topics of EU comm

The enlargement

The future of the EU Liberty, security, justice

EUs role in the world


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Comm tools used by the EC Publicity campaigns:

The Euro

The enlargement campaign

Symbols Anthem (Ode to the Joy)

Flag

Europes Day (May 9thSchumann declaration)

Currency

Evaluation instruments:

Eurobarometer Press review (community institutions)

Public events Conferences, Open Days, Sports events


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Publications (Publications Office, Official

Journals of the EU) Promotional objects

Institutional networks

Info points EU documentary networks

Europa.eu

Available from 1995

Approx. 2 mil. hits/ day


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EU Comm today

A constant drop of the public support for the

EU (first time in May 2011trust in EU under

50%)

3 outward Eurosceptic countries: Austria,

Finland, Sweden

Germany?

The Netherlands?

The impact of the eurocrisis?


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Junker Commission

all commissioners should communicate and

firstly in their own country

A more political Commission

One Vice-President designated for

communication at large

Module 2 2 History of EU Comm

Documents

Transcript of Module 2 2 History of EU Comm