From “Tell” to “Sell”. The Commodification of EU Institutional Communication through the Case of the Communication Strategy on EU’s Eastward Enlargement


The main objective of this article lies in defining the motivations, strategies and discourses of EU institutional narratives regarding their attempted monopoly of legitimacy in the communication of the objectives and implications of EU’s Eastward Enlargement towards the citizenship, both in EU Member States and in candidate countries. Special attention is paid to the observation of how relevant EU institutional discourses pose a notorious semantic charge whose power and influence is no less significant than hard power identity-building and boundary-making devices. Last but not least, the commodification of informational discourses in political communication from the nineties onwards — coinciding with the crucial geopolitical changes of the post-Cold War era —  are analysed under the light of the revealing case of the building and consolidation of the EU Communication Strategy on Eastward enlargement.


  • author's avatar

    By: Cristina Blanco Sío-López

    s a Experienced Researcher in European Studies, Project Manager and Principal Investigator. She works as Associate Researcher at the Instituto de História Contemporânea (IHC) of the New University of Lisbon and as EUI Ambassador. She holds a PhD in History and Civilization from the European University Institute (EUI), having previously worked at the Luxembourg Ministry of Research, the European Commission, the European Parliament, the United States Congress (Capitol Hill) and the Robert Schuman Centre for Advanced Studies.

  • author's avatar

  • author's avatar

    See all this author’s posts

Print Friendly, PDF & Email