Abstract
The question of how Asia is perceived by the European Union is becoming increasingly relevant for European as well as for Asian policy makers. The more successful Asia and emerging countries like China and India become, the more vulnerable the European public and all involved stakeholders are to fall victim to old and new stereotypes. A lack of knowledge may result in the EU becoming more vulnerable to developing prejudice towards Asia. The new research project “Asia in the Eyes of Europe” aims to identify, measure and compare public awareness and perceptions of Asia within the European Union. The research is to deliver an analysis of Europe’s cognitive outlook towards Asia. It tracks the existing landscape of perceptions of Asia within the EU and seeks to contribute to, deepen and enhance European–Asian understanding. A study of Asia’s image in Europe can thus help Europeans and Asians to understand in how far their interaction impacts on the shaping of institutions of regional governance that can complement structures of global governance.
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