The personalization of politics is a popular thesis but often challenged when it
comes to media personalization. While previous research compared the prominence
of different types of political actors across national political contexts, this
article situates its research in the context of European Union (EU) politics
and, thereby, studies similar reference points across countries. Its focus lies
on the European Commission and its members. Personalization is conceptualized as
individualization and presidentialization, respectively. The article proposes
that the EU integration process provides journalists with the opportunity to
report more often about individual politicians, while political developments
should further incentivize journalists to personalize their news from Brussels.
To test this argument, the article investigates personalization patterns in
seven broadsheets from Ireland, Britain, France, the Netherlands, Denmark,
Italy, and Poland. In total, 119,070 articles are analyzed by automated content
analysis over a period of twenty-five years. The article finds no pan-European
trend toward greater personalization of politics with respect to news coverage
of EU executive politics. The findings nonetheless provide important
implications for future research. The article particularly discusses the
universal applicability of the phenomenon, the time frame for analysis, and
journalistic styles in covering European politics.