Digital & Social Media

European Dream in Danger: Can the Fix Come from Communicators?

European Dream in Danger: Can the Fix Come from Communicators?
Share

While the British referendum shocked European leaders, observers and poll experts, it confirmed a shared feeling: Europe is no longer a dream, let alone an inspirational ambition. It is not hard to project that such a referendum would probably have generated similar results in other European countries. Between the growing euro-skepticism, a questionable management of the migrant crisis, and the feeling of insecurity resulting from terror attacks, the consensus is there: Europe has lost its dream dimension.

Almost 60 years after the creation of the European Economic Community (EEC) with initially six member States, Europe has transformed profoundly. The integration of new members has created the European bureaucracy, relying on compromise and the voluntary decline of individual States’ sovereignty. The European Union expanded, opted for numerous standards to regulate the daily lives of citizens and companies. But as the Union ensured its economic development, it forgot the initial grounds at the core of the project: an aspiration for peace, prosperity and interactions between nations. Without a European dream, there will be no European Union. If there is not a shared belief that each and every 500 million Europeans is part of a bigger plan that protects them and overcomes national selfishness, we will not be able to create the much needed adhesion to the European project.

The youth: a priority target

Nowadays, the Europeans have a poor vision of Europe: a technocratic regime, cut from the people’s aspirations; institutions that have forgotten their mandate to protect the citizens. All the ingredients that led to the Brexit. This is why we collectively need to remind ourselves the raison d’être of the European project that was born in the aftermaths of World War II. Half of the British youth did not visit poll stations for a vote that affected them directly. This abstention is probably the most flagrant signal to remember. Europe is no longer a dream machine but a vehicle strengthening inequalities. The European youth shall be a priority to address as they are the generation who will be in charge of building tomorrow’s Europe. And this is where communicators need to act to instill dreams back into the European project.

Political communication should not be a taboo

Today, Europeans are seeking direction. They need a compass to understand what the European identity stands for; they need a shared history to build upon. And, eventually, it is up to political leaders to write this story, and to overcome this shock in order to engage with constituents, to relentlessly educate on what is Europe, how it works and how it succeeds. Political communications should not be a taboo. It is an essential part of democracy as it facilitates debate, exchange of ideas and invites constituents to take part in the project.

But without concrete actions, political communications are a dead end. Europe needs to become again in everyone’s eyes the exceptional innovation vehicle it used to be. Let’s aim for a new Erasmus, the next Airbus or Rosetta project. Political communications can only exist with such successes to lead the way, give fresh perspectives and create hope in something bigger than the sum of the countries that make up the European Union.

The French version of this article originally appeared in Les Echos.

Subscribe

About the author

Jeremy Seeman

Jérémy Seeman supports the corporate and public affairs teams in FleishmanHillard's Paris office. He brings nearly a decade of experience in lobbying and corporate affairs work, and has lead client work in strategic communications, media training, and crisis management and preparedness. Before joining the agency, Seeman held a position at Vae Solis Corporate.

A FleishmanHillard employee.