PERCEIVE project - Deliverable D3.3 "Descriptive report on the specific role of new media in EU financed projects' communication strategies"

Barberio, Vitaliano ; Kuric, Ines ; Höllerer, Markus ; Mollona, Edoardo ; Pareschi, Luca (2017) PERCEIVE project - Deliverable D3.3 "Descriptive report on the specific role of new media in EU financed projects' communication strategies". p. 58. DOI 10.6092/unibo/amsacta/5763.
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Abstract

In this report, we inquire the role of new social media as a communication tool of EU Cohesion Policy. Practitioners in the feld of public policy communication in general and Cohesion Policy in particular tend to agree on the need to increase the prominence and effectiveness of new media as key channels of strategic communication of both central institutions and national/local managing authorities. Social media in particular tends to be associated with the possibility of reaching the youngest population (see for example the results of our interviews and survey in PERCEIVE Deliverables 3.1 and 3.2). However, their potential impact on communication strategies goes much beyond this point and encompasses changes in the segmentation of target audiences (i.e. communities rather than the general public) on the one hand, and in the way Cohesion Policy ‘stories’ are told on the other hand (i.e. interactivity with audiences). In spite of the potential impact of new and especially social media on strategic policy communication, based on our experience in the feld as well as on a review of both academic and practice-oriented literature, we argue that much is still to be learnt about how to realise this potential. This is especially true given the scarce attention of academic research to the specifcities of Cohesion Policy, among other public policies. Therefore, in order to extend current knowledge on the communication issues highlighted above, we present the results of empirical analysis we have performed with the aim of describing the new (social) media presence of different key actors in the institutional feld of EU Cohesion Policy communication in the current report.

Abstract
Document type
Monograph (Technical Report)
Creators
CreatorsAffiliationORCID
Barberio, VitalianoWU University of Economics and Business, Vienna0000-0002-2615-5006
Kuric, InesWU University of Economics and Business, Vienna
Höllerer, MarkusWU University of Economics and Business, Vienna
Mollona, EdoardoUniversity of Bologna0000-0001-9496-8618
Pareschi, LucaUniversity of Bologna0000-0002-4402-9329
Subjects
DOI
Deposit date
19 Jan 2018 10:00
Last modified
17 Jul 2019 10:17
Project name
PERCEIVE - Perception and Evaluation of Regional and Cohesion policies by Europeans and Identification with the Values of Europe
Funding program
EC - H2020
URI

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