With the rise of vocal, populist right-wing parties that tap into people’s fears, never has the need for Brussels to present it’s case been more important. It is estimated the EU has approximately five years, before the next Parliamentary elections, to do so. If it fails there is the risk that the EU’s very legitimacy will begin to crumble and give way to forces that promote fragmentation rather than union, rupture rather than settlement, chasm rather than understanding.
Many within the EU are trying. God knows they are trying. From catchy You Tube style videos, to social media tricks, from glossy brochure, to children’s comic-strip info-pack, from out-reach programmes to all-singing, all-dancing local youth events. Every single aspect of communicating the EU to a wider European audience has been analysed. All interesting. All very expensive. All pretty useless. Those tools can best be described as the props. They are not exactly defining the plot. Nor can they act as the foundation on which to build an effective, accurate communications strategy.
The only tool capable of reaching out to a wider European audience is a pan-European press that presents the European, as opposed to the national, perspective.
For the moment, however, the European narrative is being written elsewhere far away from Brussels by largely hostile script-writers and no amount of social media, You Tube videos, glossy brochures, awards and out-reach programmes alone will be capable of communicating Europe to the wider European public audience.
Never underestimate the vital role that an independent and varied press plays in communicating local, regional and global affairs to a wider public. At the moment most Europeans read, listen and watch the news as presented to them by their national media and they have proven time and again that EU affairs are not their priority.
Worse than blanking out or ignoring EU policies is the continual drip, drip of negative and blatantly exaggerated coverage of the EU by writers who are more than happy to write a hostile narrative. Those controlling the plot portray the EU as the villain – either an egocentric, power-hungry, corrupter of national sovereignty; a bureaucratic tormentor intent on destroying national values or as a petty autocrat imposing tangled diktats on hard-working member sates.
As long as the good times roll such a narrative is largely ignored and put down to the ranting’s of the loonies that are known to inhabit the shadowy swamps of the periphery. By and large the EU is viewed, as an engine for growth, prosperity and peace. Although little understood most Europeans view the EU positively at best, with indifference at worst. Yet years of unchecked snipping from the side-lines by bored journalists, ignorant of EU affairs have slowly but surely begun to tilt the balance. It is their narrative that is creating an opening for the loonies to migrate out of the shadows and colonise the mainstream.
One need look no further than the announcement yesterday by UKIP that it is forming an alliance with a party that denies the holocaust and promotes wife bashing to realise how mainstream the loony views of UKIP have become. The sad reality is that far too many in the UK have become so brain-washed by the constant stream of negative coverage they are now more prepared to give the benefit of the doubt to a Polish holocaust denier than they are the EU. Something is very flawed indeed when UKIP can ally itself with such extreme views and still hope to win thirty seats in Westminster.
For too long the EU has allowed the narrative to be written by editors who have stated, in public, they oppose the EU. Unless a pan-European media is developed to act as a counter-balance to such hostile positions it will be the national media that will shape how Europeans perceive the EU not those in the driving seat. This is problematic. It is the script-writer who has the power to decide the fate of the protagonists. Does the EU really want its fate to be written by an openly antagonistic media?
Yet, the development of a thriving, well written, newsworthy, independent pan-European press to counter-balance the views of the national media was barely touched upon at a recent conference. When it was, it was dismissed as too expensive, unprofitable, impossible to realise and too politically sensitive to organise. Past failures were cited as evidence that a pan-European media is economically unviable.
Over and again it was said that the promotion of a pan-European media could be construed as EU propaganda. To which euperspectives would answer why such timidity? Has Brussels become so brow-beaten and bullied by the snarlings of the euro sceptics that they actually believe there is any merit to such an argument?
In the free world it is vital that news is presented from a variety of sources capable of expressing their own interpretations of world events. In the UK, The Guardian is a left-leaning paper whilst The Times leans to the right. The Mirror panders to Labour voters. The Daily Mail to UKIP. Few question the legitimacy of this approach. As far as the EU is concerned the only voice being heard is that of the national perspective, which is why there is such an imbalance in the reporting of EU affairs.
The EU has but a few years in which to rethink its communication policy. Now is the time for it to seize the initiative and develop a fully functioning, well respected media staffed by experienced journalists and commentators, capable of presenting broad stories that touch a cord with all Europeans. Only in such a way can Europe regain the initiative, write its own narrative from a European perspective and let Europeans decide whether the EU is worth investing in or not based on accurate, informed stories not on half-truths and deception.
Such a project is not only viable, it is the only way to communicate European objectives to a wider audience. Call it propaganda if you will but it you do the EU would only be doing what the national press are already culpable of – no more, no less.