Europe has to do better marketing

They decide how the food we eat is produced. They determine which type of identification we need to go on vacation. But nobody knows about that.

The European Union has not known to sell itself. This is the sentence that all guests of Euromain Radio Show -about the future of Europe- have repeated. A difficult structure of the institutions and the inability of politicians to spread the EU politics are the main causes.

In the case of Spain, for example, a new survey shows that only 50 percent of the people feel attached to the EU. That makes this country the 8th most sceptical in the union. The International Secretary of the Catalan Socialist Youth International Commission, Pol Gibert, assures that “in the background they have a strong feeling of being Europeans” but sometimes it seems hard to believe.

What do politicians have to say about

Think Global, Act Local. Europe looks like following it to the letter. There is only one trouble: the first part has been missed. As Gibert explains, the main problem is that local governments sells “good things of Europe as own victories of the countries”. Moreover, what citizens consider bad for their lives is always presented by the politicians as “coming from Brussels”.

Even if it does not look that way, our day-to-day is directly conditioned by these women and men in suits, those who represent European institutions. In fact, 80% of Spanish laws depend on Brussels legislation.

Fifty years ago, EU was supposed to be strong enough to face United States of America in a not too distant future. Today, states are reluctant to lose authority in favor of a major integration, as shows the non approval constitution of 2004.


A singular case: the United Kingdom 

One of the questions that are now on the table is United Kingdom’s future in the European Union. Elections that will take place next May will probably come out with an increase of Eurosceptical political parties. Tulloch indicated that the United Kingdom, which has a very strong democratic culture, does not feel attached to the hierarchy of European Parliament. In fact, 50% of British citizens do not have a European feeling. For this reason, he suggested that one of the changes the EU should carry is to make clearer its political structure. 


The role of the media in this changing nebulous

One of the main critics journalism receives is that the focus is on trivial issues rather than on important projects.

In this context, Christopher Tulloch, Catalan News Agency Co-editor and Director of Journalism Master degree on International Politics in Pompeu Fabra University, affirmed that “the media have to avoid the trivialization in reporting what is going on in the European Union”.

News issues as the ban of oil bottles or the polemic of straight bananas contribute to the opinion that Europe does not work in matters that concern citizens, such as youth unemployment, financial crisis or tourism.

In Tulloch’s opinion, improvement has to come from two directions: on the one hand, European press cabinets have to look after their audience, in order to present euro news in an attractive way. On the other hand, he considers that the media have to inform of the transcendental projects in which European Union takes part rather than just reporting the anecdote. 


If you want to listen to the whole radio show, you can do it below:



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