COMMUNICATING COHESION POLICY: THE IMPACT ON LOCAL AUDIENCES Vitaliano Barberio, Ines Kuric WU University of Economics and Business, Vienna This project has received funding from the EU’s Horizon 2020 Research and Innovation Programme under grant agreement number 693529.
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COMMUNICATING COHESION POLICY: THE IMPACT ON LOCAL … · 2019. 5. 27. · COMMUNICATING COHESION POLICY: THE IMPACT ON LOCAL AUDIENCES Vitaliano Barberio, Ines Kuric WU University
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COMMUNICATING COHESION POLICY: THE IMPACT ON LOCAL AUDIENCES Vitaliano Barberio, Ines Kuric WU University of Economics and Business, Vienna
This project has received funding from the EU’s Horizon 2020 Research and Innovation Programme under grant agreement number 693529.
The study
Is communicating EU policy problematic?
Measures for improvement?
2
I Focus groups
II Online survey
III Social media
analysis
IV Statistical analysis
Research question and design
Multilevel governance requires us to go beyond the traditional focus on the national level as a benchmark and to account for local efforts and interactions
What generates awareness and, subsequently, appreciation of EU citizens?
Standard survey design
Is there an impact of investment in communication on general support for the EU (i.e. political appreciation) and on perceived personal benefit (i.e. personal appreciation)?
Social media focus
Are there commonalities in the discourse - i.e. a European public sphere – on the local level?
Is there an impact of content and sentiment of topics on appreciation?
3
Data collection – PERCEIVE survey
4
Country Resp. Country
Resp.
Austria 1,000 Netherlands 500 Bulgaria 503 Poland 2,000 Estonia 500 Poland France 1,500 Romania 1,015 Germany 1,500 Slovakia 1,014 Hungary 1,000 Spain 2,014 Italy 2,000 Sweden 580 Italy UK 1,500 Latvia 500
Communication as a mechanism for amplifying awareness and especially appreciation of EU policy: As from our analyses, more funding translates into both more awareness and appreciation. The same, however, does not appear to be true for communication budgets allocated by LMAs.
Idea of a decreasing effect of communication impacts: We suggest that communication strategies should be implemented that specifically deal with the objective of ‘sustaining’ awareness and appreciation levels in local territories once regions eventually advance to higher development levels (GDP-based) and therefore experience drops in EU structural funding.
Social media discourse might affect awareness and appreciation of EU policy in ‘non-linear ‘ways. Therefore major attention should be devoted to developing advanced and up-to-date communicative skills at the local implementation level.