Abstract
In the context of media developments world-wide including convergence of media system, journalism homogenization, diversification of political communication, it is important to understand how these processes will affect (trans)formation of the European public sphere. There has been no European news agenda across media in Europe so far, except for rare cases when European Union becomes an issue of top importance across Europe. Most often these are sensational events, crises or official meetings of the EU representatives. On the other hand, journalists are confronted with their audience, which is poorly informed and has inadequate knowledge about the EU. The aim of the article is to reassess the major challenges of European social imaginary by addressing key measures to be taken to communicate Europe effectively.
Highlights
In the context of media developments world-wide including convergence of media system, journalism homogenization, diversification of political communication, it is important to understand how these processes will affectformation of the European public sphere
As Adequate Information Management in Europe (AIM) research results confirm, it becomes an almost impossible task to obtain a clear picture on what is happening on the EU level just by browsing pages of newspapers or looking at TV broadcasts in different countries in Europe
As journalists claim, the media has to produce news that is read by the audience; otherwise little or no attention will be paid, and the media business will suffer
Summary
As AIM research results confirm, it becomes an almost impossible task to obtain a clear picture on what is happening on the EU level just by browsing pages of newspapers or looking at TV broadcasts in different countries in Europe. In spite of few commonalities, the media across Europe, generally, has its own logic of reporting on the European affairs. As journalists claim, the media has to produce news that is read by the audience; otherwise little or no attention will be paid, and the media business will suffer. From this discussion an important indication is found that journalists implicitly discuss about their role as active players in EU reporting. They bring information to the public, they seek to make it relevant, they sometimes fill knowledge gaps, etc. Howe ver, they are confronted with their audience, which, most often has limited understanding, is not interested in EU issues and is concerned about affairs of domestic value
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