the role of the internet in a european communication policy ramón jiménez fraile council of the...
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The role of the Internet in a European communication policy
Ramón Jiménez FraileCouncil of the European Union
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Hey guys,
Can EU hear us?
Hey guys,
Can EU hear us?
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Obviously notObviously not
• Voter apathy and disengagement from the political process
• Rejection of the EU constitution in 2 founding member states
• Brussels bureaucracy more distant than ever
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What to do?What to do?
• Keep it simple and effective : less is more
• More openness and transparency
• Better communication
• Plan D : Dialogue, Debate & Democracy
• White Paper on a European communication policy
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New communication approachNew communication approach
• Listening
• Explaining
• Connecting by going local
With a little help from the e-channel …
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ListeningListening
The direct line : phone, mail, web
online consultation
Online forums, virtual events, chats, blogs
Opinion polls, focus groups, panels
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ExplainingExplaining
• Clear information on a well-structured website
• Audience targeting and localisation of messages
• What is the impact on your daily life?
• What are the benefits?
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Connecting by going localConnecting by going local
• Address the local concerns, speak the local language
• Cooperate with civil society organisations
• Active participation in online discussions
• Getting the facts straight
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INTERNETINTERNET
• Is a powerful communication tool and its impact on opinion building is still very much underestimated
• It has become an important forum of political debate and can increase citizens’ participation in the democratic process
• It will play a key role in the EU institutions communication efforts, who will use state-of-art Internet technology to actively debate and advocate its policies in cyberspace
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The internet is a mass medium
– Two-thirds in the net: – 64 percent of Germans are in the web;– 87 percent of young persons aged 25 or less
already have internet access.
– Everyday companion: 44 percent of Germans make daily use of the web.
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Internet media usage is mushrooming
– Internet media usage continues to grow powerfully while all other media are losing ground.
– The internet now ranks third in terms of media usage
60
80
100
120
140
160
180
2000 2001 2002 2003 2004
Online
TZ
PZ
TV
HF
Poster
Index of net media advertising revenue (year 2000 = 100)
0
100
200
300
400
500
2004
2005
2004 178 151 58 35 26 18 466
2005 168 142 59 34 21 15 439
TV Radio Web Book Newsp. Magaz. Total
Daily media usage in minutes
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The internet is "invading" TV
– By 2009, more than 40 percent of all DVDs will be hired out via the web.
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Entertainment via internet
By 2015 it will be common:
– 23 percent of households will be using video on demand,
– 31percent music on demand
– 18 percent online gaming offerings.
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Weblogs inpolitical communications?
Communication + Trust
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Communication Pyramid
Information
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Communication Pyramid
Interactivity
Information
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Communication Pyramid
Collective Informative Interaction
Interactivity
Information
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Communication Pyramid
Debate
Interactivity
Information
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Information
Interactivity
Debate
Television
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Information
Interactivity
Debate
The Press
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Information
Interactivity
Debate
Blogs
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TrustHow is it established?
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Trust is made by…
• Individuality
• Continuity
• Transparency
• Interaction
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Trust
The Press
ContinuityIndividuality
Transparency
Interaction
Blogs
Continuity
IndividualityTransparency
Interaction
Television
ContinuityIndividualityTransparency
Interaction
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If you wantCommunication + Trust
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Blogs is one good answer
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About weblogs
•A weblog or blog (an artifically created word derived from 'web' and 'log') is a website to which new entries are added from time to time. New entries are placed in first position.
– 70,000 new blogs appear in the World Wide Web each day.
– By the end of 2006 there willbe roughly 15 million US blogs and > 40 million worldwide.
Statistics
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Typical blog users
– < 30 years old, students, trainees, self-employed persons, "power" internet users
W3B, Fittkau & Maas, www.w3b.de, autumn 2005
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About blogs
– Opinion and style: relevant, subjective, variable emphasis
– Links: links to one anotherand blog link lists
– Dialog / interchange: with other bloggers, community, target groups
– Frequency: content is direct and should appear at regular intervals
– Blogroll: collection of links to other weblogs within a weblog
– Trackbacks: The content of weblogscan be integrated into other weblogs. Trackbacks are used to indicate this linkage in the original article.
– Permalink: Link to an article in a weblog that has been in existence for a long time
– Pingback: Means by which blog authors find out that someone is linking to their articles
Result: Because of the intensive internal and external linkages, blogs are often well placed in search engines.
Main characteristics
Networking
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Companies have recognized this potential
– Five members of SAP'sExecutive Board blog
– IBM has also launched a major corporate blogging initiative: each member of staff should be an "online evangelist", reporting on IBM products and technologies.
SAP IBM
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Blogs can be used to "push" (industry-related) themes and
topicsRFID
Bluetooth– Therfidweblog supplies
information on all aspects of RFID, integrating advertising and sponsored text links
– Latest information on Bluetooth and other wireless technologies
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Possible uses of blogsOverview
Internal communi-cations
Marketcommuni-cations
Public relations
Information
Providing knowledge
Focusing on theme
Building image
Backing up contracts
Persuasion Argumentation
Maintaining relations
Resolving
conflicts
Knowledge blogs
Service blogs
Campaigning blogs
CEO blogs Product
blogs
Collaboration blogs
Customer relationship
blogs
Crisis blogs
Source: Ansgar Zerfass: Corporate blogs: Possible applications and challenges.
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Blogs in political communications
– www.blogforamerica.com recruited volunteers/donations for the 2004 US presidential election
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Blogs in political communications
No.1
in technorati
ratings for
Europe
>20,000 links
"Journalistic" blogs
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Blogs in political communications
"Journalistic" blogs in dailys environment
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Blogs in political communications
Austrian Media - http://blogs.salzburg.com/perterer/2006/03/foto_ohne_salzb.html
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Blogs in political communications
Theme-oriented blog
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Blogs in political communications
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Blogs in political communications
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Blogs in political communications
Political blog (inofficial...)
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Blogs in political communications
– Blog of Margot Wallström, Vice-President of the European Commission
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Blogs in political communications
• For political actors, the internet represents a direct communications channel which has no media filters and can be used strategically and at comparatively short notice.
• At the same time, however, the direct channel also provides a broad platform for negative campaigning.
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http://europa.eu.int/comm/communication_white_paper/index_en.htm
Have your say !
How to involve the media, including new technologies, more effectively in communicating on Europe?
How will the partnership between the key actors, i.e. member states, EU institutions, local and regional authorities, political parties and civil society organizations, work?
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A tip…
«The EU institutions and the Member States could pool available resources to set up an independent Observatory for European Public Opinion which would identify and provide in-depth analyses of trends in public opinion. »
White Paper on a European communication policy,
February 2006