Theorizing and framing ‘Normative Power Europe’: Asian journalists’ comparative perspectives

Abstract

This analysis tackles a previously understudied topic—the ebb and flow of ideas towards the European Union (EU) as a ‘Normative Power’ found in an external society. It asks three questions. How can particular visions about a foreign policy actor—the EU in our case—be activated and disseminated in societies beyond the Union’s borders? Who are the key local actors who facilitate the spreading of these ideas? And how might the personal views towards the EU and its ‘Normative Power (NPE)’ identity of these key actors influence the activation of ‘NPE’ ideas in a given society? In answering these questions, this analysis brings together two theoretical models previously not linked—the NPE analytical approach (Manners, J Common Mark Stud 40(2):235–258, 2002) and the ‘cascading activation’ framing theory (Entman, Polit Commun 20(4):415–432, 2003, 2004). Empirically, this paper employs data from 74 face-to-face semi-structured interviews on the perceptions of the EU as a normative power. Interviews were held among the leading newsmakers from influential national media—news writers (journalists, columnists, reporters) and media gatekeepers (editors, news directors, publishers and news producers) from seven Asian countries.