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By Anil K Jain

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The initiatives seem a decade late. This however cannot be blamed on the initiators who were just assigned this portfolio a few years ago. The observation that the improved awareness is long overdue raises the question if it is too late? The crucial thing seems to be not to treat communication initiatives as separate from ‘regular’ policy work. The communicative aspects of any proposal should be considered. Communication in itself is neither sufficient nor interesting. 2) Dual strategies. A distinction should be made between short-term and long-term goals.

Too many discussions about Europe, media and public opinion are based on assumptions. There is a genuine lack of knowledge about differences in how they media treat European issues and how this affects public debates and public opinion. The White Paper’s reference to a Media and Public Opinion Monitor should be taken seriously to move this debate further. 36 8 NEXT: MAKING COMMUNICATION A CENTRAL COMPONENT OF EMBEDDING EUROPE. This section provides, in the light of the previous, a number of suggestions for making communication a central component of future strategies.

The final goal of increased communication efforts should not be to make citizens love the EU. The aim must be to equip them with sufficient knowledge and 35 awareness to appreciate the role of Europe in global and regional developments and to have sufficient considerations available to form a (quasi-)informed opinion. 4) European public sphere. The communication efforts must discard the notion of a monolithic pan-European public sphere. Citizens in Europe prefer national (news) media and efforts should not be geared at pan-European initiatives (unless seen as marginal, complementary tools for feeding into national public spheres).

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