Thursday, April 28, 2016

EU needs a reality check

Samir Saran, The Hindu

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Brand EU has a serious marketing problem. Brussels has made very little effort to engage the world beyond the borders of Europe in any meaningful way, and to great consequence. At a meeting between European and Indian scholars last year, both sides bemoaned the lack of communication initiated by the European side. EU public diplomacy has been fairly ineffective in large parts of Asia and Africa, with the consequence that the many positive messages that the EU could communicate to countries and regions to its east have been muted, to be crowded out by narratives emerging from eurosceptics in Britain and the U.S. instead. Therefore, the EU in India seems to be in the news mostly for the wrong reasons. It is time Europe took a hard look at its messaging, the medium, and at the concrete steps it needs to take to establish and reinvent itself among people it would need the most in the coming years.

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