European Union communication redesign: Digital platforms role for an active civic participation

• Autor(a) principal: Matos, Guilherme Caeiro de
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19400
• topic: Marketing; Digital communication; Political communication; Marketing político; Comunicação -- Communication; Comunicação digital; Comunicação política; Instituições políticas; Participação cívica; Participação política; Populismo; Trabalho de projeto; União Europeia

The world is nowadays going through a bewildering era. Long decades of political corruption have progressively led to distrust inside countless communities, and Donald Trump’s election is one of the first and most evident consequences of those symptoms. Similar situations have been replicated since, and what is more alarming is that people are accepting it as the new status quo. In Europe, the populist discourse has reemerged, fueled both by the consequences of the 2008 Economic Crisis and the current Refugee Crisis. Exploiting xenophobia, former extremist forces are currently dominating more prominent places than a decade ago. In this daunting scenario, the European Union, acting as a pacification agent, has the enormous responsibility to congregate diverse interests into a common outcome. Simultaneously, it must fight the installed distrust on the project, mobilizing citizens to act and help to decide their country’s faith. The challenge here is, through a communication strategy, regain popular support, especially among younger voters, as they represent the generation who will decide about EU’s future. In a first stage, this case will frame the problem by providing a comprehensive contextualization of the situation, by including relevant academic concepts inside the marketing field. Then, the pedagogical objectives and practical questions will be presented, and, in a final stage, a resolution proposal will be provided. Especially focused on the Portuguese situation, in the end, the objective is to have a clear idea of how can political institutions address their current communication challenges in order to better engage with citizens.