AbstractThis article addresses the puzzle of why there is at best incremental change in European Union (EU) democracy promotion and theorises an instance of such change by examining responses to (online) disinformation in EU electoral observation. It develops a field theoretical approach for the explanation of incremental change, as evident in social media monitoring, in EU election observation. Field theory furthers consideration of the position of actors, social interactions and characteristics of the particular field. On the basis of this theory, conceptualisation of a heterogenous democracy assistance and electoral observation field and an in‐depth study of EU election observation in Tunisia (2019), I argue the EU has responded to disinformation through the imitation of practices and epistemic negotiation. The responses and the incremental changes in EU election observation that evolved reflect the central but contested position of the EU in the field.
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