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This course explores the European Union’s communication strategies, the challenges of engaging with citizens, and the role of media in shaping public perceptions of the EU. It examines how European institutions communicate, how these messages are received and interpreted across different national contexts, and the broader implications for European identity and political discourse. Through discussions and case studies, participants will analyze the dynamics of EU communication, the influence of traditional and digital media, and the ways in which narratives about Europe are constructed and contested. Poslední úprava: Rosenfeldová Jana, Mgr. Ing., Ph.D. (03.02.2025)
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By the end of this course, students will be able to:
Poslední úprava: Rosenfeldová Jana, Mgr. Ing., Ph.D. (03.02.2025)
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Students will be graded on the basis of a semester-long team project Team project topic: Analysing and Improving EU Policy Communication
Part I: Follow the Official EU Communication (30 %) In groups, students will select an EU policy (e.g., Digital Services Act, European Green Deal) and take on the role of an EU correspondent. Using EU sources (e.g., press releases, debates, social media), they will investigate how the policy is communicated. Students will submit their short research report in writing mid-semester (exact date to be specified) and will then receive feedback on it Part II: Assess National Media Coverage (70 %) In the next step, students will examine how the selected policy is reported in national media (online, television, radio, newspapers). They will focus on framing, issue polarisation, key narratives, and the actors involved in the debate (e.g., EU officials, national elites, civil society) and identify the discrepancies between the national media coverage and the official EU communication. Based on this, students will discuss why national media coverage differs from the EU’s agenda-setting (e.g., news values, government criticism) and propose practical improvements to the EU’s communication strategies. The goal is strengthening the EU’s responsiveness and legitimacy in national public spheres. Students then present their work in class and also submit it in writing at the end of the course.
Grading: A 100-91, B 90- 81, C 80 – 71, D 70 -61, E 60 – 51, F 50 and less Poslední úprava: Rosenfeldová Jana, Mgr. Ing., Ph.D. (03.02.2025)
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Mandatory literature: BIJSMANS, Patrick a Christina ALTIDES. ’Bridging the Gap’ between EU Politics and Citizens? The European Commission, National Media and EU Affairs in the Public Sphere. Journal of European Integration [online]. 2007, 29(3), 323-340. DOI: 10.1080/07036330701442315. ISSN 0703-6337. KANDYLA, Anna-Angela a Claes DE VREESE. News media representations of a common EU foreign and security policy. A cross-national content analysis of CFSP coverage in national quality newspapers.Comparative European Politics [online]. 2011, 9(1), 52-75. DOI: 10.1057/cep.2009.10. ISSN 1472-4790. SPANIER, Bernd. Europe, anyone?: the "communication deficit" of the European Union revisited. Baden- Baden: Nomos, 2012. ISBN 3832971009. VALENTINI, Chiara a Giorgia NESTI. Public communication in the European Union: history, perspectives and challenges. Newcastle upon Tyne: Cambridge Scholars, 2010. ISBN 1443818461. Recommended literature: BEE, Cristiano a Emanuela BOZZINI. Mapping the European public sphere: institutions, media and civil society. Burlington, VT: Ashgate Pub. Co., c2010. ISBN 9780754673767. SALVATORE, Armando, Oliver SCHMIDTKE a Hans-Jörg TRENZ. Rethinking the public sphere through transnationalizing processes: Europe and beyond. New York: Palgrave Macmillan, 2013. ISBN 9781137283191. Poslední úprava: Rosenfeldová Jana, Mgr. Ing., Ph.D. (03.02.2025)
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Lectures, class discussions, guest presentations, team projects Poslední úprava: Rosenfeldová Jana, Mgr. Ing., Ph.D. (03.02.2025)
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Course structure / main topics EU communication strategy, communication policy Institutional communication in Europe The ‘communication deficit’ of the European Union (communicative processes within the institutions, communication with the various stakeholders, communication between European government structures and the European citizens) European Media landscape (media in the EU – national, European, international) EU and the Social Media Dialogue with Citizens and the Youth Conceptualising the European public sphere Media coverage of the EU in the national media Discourses and Narratives on Europe Perception and knowledge of the EU across its Member States Euroscepticism European Identity Construction EU politicization European Civil Society Poslední úprava: Rosenfeldová Jana, Mgr. Ing., Ph.D. (03.02.2025)
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