Komuniciranje Evropskega parlamenta z javnostjo v med-volilnem obdobju

primer Skupine naprednega zavezništva socialistov in demokratov

Valentina Novak (Author), Andrej Lukšič (Mentor)

Abstract

V institucionalni ureditvi Evropske unije je Evropski parlament (EP) tisti, ki direktno zastopa vse Evropejce, s čimer Uniji postavlja demokratične temelje. Pri tem igra pomembno vlogo njegova medijska prisotnost, če želijo politične skupine znotraj parlamenta svoje volivce povezati in jim učinkovito predstaviti delo te temeljne institucije. Dovoljšno pozornost morajo nameniti komunikacijskim strategijam, s pomočjo katerih občinstvo informirajo, želijo pa seveda (pri)dobiti tudi njihovo podporo; govorimo lahko o političnem marketingu. V magistrskem delu analiziram, kako to počne Skupina naprednega zavezništva socialistov in demokratov (S&D) v EP, kako učinkoviti so pri komuniciranju z državljani ter kaj so pri tem izzivi in priložnosti. Analiza pogovorov z medijsko ekipo politične skupine S&D je pokazala, da v glavnem ubirajo tri načine: komuniciranje s pomočjo tradicionalnih medijev – preko sporočil za javnost, s povečano aktivnostjo na družbenih omrežjih in s politično iniciativo v obliki interaktivnih dogodkov po Evropi. Svojo komunikacijo poskušajo ne glede na kanal ali formo čim bolj poenotiti, jo narediti pan-evropsko in predvsem razumljivo vsakdanjemu državljanu, kar pa je zaradi kompleksnosti evropskih politik mnogokrat izziv. Nadalje sem ugotovila, da pri zastavljanju komuniciranja v imenu 27 držav članic pomembno vlogo igrata multikulturnost in večjezičnost. Kot najbolj učinkovit pristop v svoji komunikaciji so v medijski ekipi navedli čim večjo personifikacijo in osebni stik, za kar skušajo kar se da povečati sodelovanje z evropskimi poslanci.

Keywords

politični marketing;komunikacijska strategija;Evropski parlament;European Parliament;Politično komuniciranje;Javnost;Politično trženje;Strategija;Magistrska dela;

Data

Language:	Slovenian
Year of publishing:	2019
Typology:	2.09 - Master's Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[V. Novak]
UDC:	316.77:32(043.2)
COBISS:	36421469
Views:	475
Downloads:	159
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	The European Parliament and communicating with the public: case study of the Progressive Alliance of Socialists and Democrats
Secondary abstract:	Among the bodies of the European union it is the European Parliament (EP) that directly represents all the Europeans, laying down the Union’s democratic foundation. In that context, its media presence is playing an important role if the Parliament’s political groups are to connect with their voters and effectively present to them the EP’s work. A communication strategy has to be set out in order to determine how to inform the audience and, of course, gain their support; essentially, we talk about political marketing. In my master's thesis, I analyse how the Group of the Progressive Alliance of Socialists and Democrats (S&D) in the EP is doing that, how effective they are in communicating with the citizens, and what are the challenges and opportunities. I interviewed the S&D’s media team, which showed me that they mainly communicate in three ways: through traditional media – with press releases, with increased activity on social media, and through a political initiative in the form of interactive events across Europe. They try to make their communication as pan-European and understandable to everyday citizens as possible, no matter the channel of communication, which is often a challenge due to the complexity of European policies. Furthermore, the analysis showed that multiculturalism and multilingualism play an important role when trying to communicate on behalf of the 27 Member States. Finally, personalising their messages as much as possible proved to be a successful approach, for which they try to increase the cooperation with the Members of the European Parliament.
Secondary keywords:	Political communication;Public;Political marketing;Strategy;Master's theses;
Type (COBISS):	Master's thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	57 str.
ID:	11227564