Abstract
The paper presents part of a PhD research on the management of European communication on rural development. Improving communication and facilitating the access to information do not guarantee the comprehension of the European message. The paper emphasizes the need to adapt the informational phenomenon to the expectation horizon of the rural population, to its need for appropriate information. The European communication, besides the informative and propagandistic character, has a powerful social character too, being part of the public space. The relationship between the ordinary European citizens and the European Union consists of a mixture of rights and obligations, entailed by the European citizenship. In order to benefit from their European citizenship European citizens should be properly informed.
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