Public diplomacy in an age of perpetual crisis: assessing the EU's strategic narratives through six crises

Abstract

PurposeThe purpose of this research is to identify the strengths and weaknesses of the EU's public diplomacy – towards both domestic and external audiences – during times of crisis. The EU's public diplomacy is examined across six major crises: the Eurozone crisis (2008), the Ukrainian crisis (2014), the migrant crisis (2015), the Brexit referendum (2016), the new transatlantic relationship (2017) and the COVID-19 pandemic (2019). The goal of examining these crises in conjunction is to derive policy-relevant insights.Design/methodology/approachThis article adopts a problem-driven approach – the problem being how successful is the EU at public diplomacy during times of crisis – that draws theoretical and empirical insights from Communication Studies, International Relations and EU studies via a “strategic narratives” framework. It situates the EU as a unique public diplomacy actor, one which is becoming more prominent due to the mediatisation of diplomacy, especially driven by the advent of cyberspace.FindingsThe article finds that the EU has been experiencing a cycle of crises that have affected the political, economic, symbolic and social foundations of the common project. The EU has had some notable success – such as restoring confidence at the height of the Eurozone crisis – and some notable challenges – such as effectively combatting disinformation. Regardless, the EU has the potential to better manage these and future crises by engaging in an effective public diplomacy strategy that tells a shared European story that informs and inspires people, both domestically and externally.Originality/valueThe article offers an original examination of the EU's public diplomacy response to six different crises. It looks at different types of crises and utilises concepts from different social science perspectives. It offers novel strategic and policy recommendations.

Narratives of Public Diplomacy in the post-Truth Era: The decline of Soft Power

“…Another aspect is the EU's soft power over non-European publics. Normative values, democratic values, free trade, strengthening credibility -these are the values that Europe promotes at a time when disinformation and propaganda damage Europe's international credibility (Manfredi-Sánchez & Smith, 2022). The EU has weak public diplomacy activities; there is no powerful media to spread its values, while nation states with non-European target audiences compete with it (Saliu, 2021).…”

“…The EU has weak public diplomacy activities; there is no powerful media to spread its values, while nation states with non-European target audiences compete with it (Saliu, 2021). However, Europe has added values and can show its common history, art, literature, and cultural institutions (from Cervantes to Goethe, for example) for a liberalized digital market (Manfredi-Sánchez & Smith, 2022). These are the specifics that emerge from the first research question about today's winning narratives.…”

Ретороспективний Аналіз Проблем Міграції В Країнах Єс: Концепції Публічного Управління Та Проблематика

“…3. В контексті міграції виникли питання щодо безпеки та можливості використання міграційних потоків терористичними організаціями, що викликало потребу в розвитку стратегій та політик, які б забезпечували баланс між гостинністю та безпекою [8].…”