EU’s pressing communication challenge

• Authors: Konrad Niklewicz
• Languages of publication: EN

Abstracts

EN

In order to help rebuilding popular support and trust towards the European Union, EU’s institutions need to substantially change their communication strategy. Recent political developments, especially 2016 Britain’s referendum on the EU Membership, have shown that the old model of reaching to citizens no longer meets expectations. Drawing on available data and ex-post evaluations of promotional campaigns, this article examines possible ways of enhancing the way EU connects to citizens. The paper concludes that the focus should be shifted from mediated communication to a more direct one, including massive use of online social platforms and corporate-style promotional campaigns. The EU’s own experiences confirm the efficiency of the latter.

PL

W celu wsparcia odbudowy poparcia i zaufania społecznego do Unii Europejskiej, instytucje UE powinny dokonać zasadniczej modyfikacji strategii komunikacji. Niedawne wydarzenia polityczne, w tym zwłaszcza przeprowadzone w 2016 r. w Wielkiej Brytanii referendum na temat członkostwa w Unii Europejskiej, pokazały, że dotychczasowe sposoby nawiązania kontaktu z obywatelami nie dają już oczekiwanych rezultatów. Na podstawie dostępnych danych i ewaluacji ext-post kampanii promocyjnych, niniejszy artykuł rozważa możliwe sposoby ulepszenia sposobów, w jakie Unia Europejska kontaktuje się ze swoimi obywatelami. Autor konkluduje, że nacisk powinien zostać przeniesiony z komunikacji zapośredniczonej (przez tzw. tradycyjne media – prasę, radio, TV) na komunikację bezpośrednią, naśladującą korporacyjne kampanie reklamowe i wykorzystującą rosnące na znaczeniu platformy mediów społecznościowych. Własne doświadczenia instytucji Unii Europejskiej potwierdzają, że kampanie promocyjne wzorowane na korporacyjnych są skuteczne.

Keywords

EN

European Union; communication; political marketing; social media; European Union; communication; political marketing; social media

PL

Unia Europejska; komunikacja; marketing polityczny; media społecznościowe

• Publisher: Uniwersytet im. Adama Mickiewicza w Poznaniu
• Journal: Przegląd Politologiczny
• Year: 2016
• Issue: 4
• Pages: 195-205

Dates

published

2016-12-15

Contributors

author

Konrad Niklewicz

• Brussels

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Identifiers

DOI

10.14746/pp.2016.21.4.15