Euronews as a Tool for the Formation of Europe’s Image

Abstract

The ongoing political and economic transformations affect the image of Europe: the economic crisis, Brexit, the migration crisis, the Russian-Ukrainian war and other events are a challenge to the image of Europe. Euronews, being Europe’s leading TV channel, is used as a tool to shape Europe’s image by demonstrating European democracy, unity, identity and values. This article presents interpretations of the term ‘regional image’, analyzes the regional image of Europe, the role of the media and, in particular, of Euronews in shaping the regional image, and also presents the results of a content analysis of the channel’s live broadcasts and publications of the official Euronews website. The study clearly demonstrates how Euronews uses the techniques of repetition, exclusion, framing, agenda setting, and the context of the Russian-Ukrainian war to shape the image of Europe in line with the main goals of the EU. This article proposes the features of creating content for the regional image of Europe for the news television broadcast Euronews, scientifically argued from the perspective of communication theory, and examines the features of preparing journalistic material for broadcast.