‘Strong European emotions’: The politics of culture in the EU

Abstract

In 2007 four video clips released by the European Union Media Programme achieved overnight popularity in their ability to present and capture the emotional core of being European (the clips can be seen on EUtube). The clips were designed to promote the Media Programme (2007–2013) and to encourage European citizens to identify with something that all of them have in common: ‘Love’, ‘Romanticism’, ‘Joy’ and ‘Sadness’. The clips have gained considerable interest. The video clip titled ‘Love’ has become the most watched European Union video clip ever. It shows eighteen couples having sex. In this paper I analyse the way in which such images mobilize the pleasures of fantasmic identification with the embodied agents of love and sex – images that viewers enjoy as consumers of popular culture – and how these pleasures are linked to the processes of supranational (European) identity building. In doing so, inspired by Sara Ahmed's work on the cultural politics of emotions and Ernesto Laclau's work on populism, I open a set of questions about the libidinal character or the affective dimensions of identification which images employ in order to construct identity formations. I argue that these clips are mechanisms that attempt to contribute to the construction of European supranational identity. They are part of the big network of projects established by European public policy makers that strive to produce ‘European culture’. They are designed not so much to give information about so-called ‘European emotions’ but to construct a European public. Each clip represents ambiguities which surround concepts of European culture and identity.