Update of the 2015 EU Perception Study

The 2015 study on the "Analysis of the perception of the EU and EU's policies abroad" carried out by PPMI, NCRE and NFG established a baseline on the perception of the EU and its results have guided subsequent development of FPI actions, notably in the field of Public Diplomacy for the period 2016-2020. In 2021, a new study was launched to assess the evolution in the perception of the EU and the EUs policies over the last five years.

The Global Objective (GO) of the Update of the 2015 EU Perceptions study is to measure and assess the evolution in the perception of the EU and the EUs policies compared to the baseline set by the 2015 study "Analysis of the perception of the EU and of EU's policies abroad". 

The Specific Objective (SO) will be to update the previous study, looking at how the perception has evolved and/or changed in the 10 target countries: Brazil, Canada, China, India, Japan, Mexico, Russia, South Africa, South Korea and the USA. In addition, three new countries - Colombia, Indonesia and Nigeria - are included in the study.

The key themes through which the perception of the EU and Europe will be explored in the study include the economy, science, research, and technology, political (internal and external) issues, energy, development, environment, social, culture and health.

The study will use the following methodology: 

  • Literature review in each of the countries chosen for the study;
  • Media analysis in each of the countries, by exploring the framing of the EU and Europe in the media texts;
  • Social media analysis by exploring the main trends of communication and reception of the EU and Europe;
  • Public opinion poll;
  • High level interviews with EU Delegation representatives and focus groups with youth.

The goal of the study is to provide a set of recommendations focusing on the evolving contexts, including the context of uncertainty and the global condition that surround the EU. Our recommendations will outline how to promote the EU’s new image – a Europe adapt to change, a Europe that seeks to grasp and fulfil its responsibilities to a world that is different and a Europe that is progressive and ahead of the game. New contexts will require new narratives, new approaches to public diplomacy and its messaging - not only in the pursuit of convincing others but also for internal cohesion to make Europe stronger inside and outside.

Based on the results of the study, the project team will summarise the key findings, presenting the evolving risks and opportunities, will prepare recommendations for the EU’s Public Diplomacy and prepare a list of potential partner organisations.

The assignment is implemented by the team of experts from PPMI (led by Dr. Irma Budginaitė-Mačkinė) in close cooperation with the team of experts from PD-PCF University of Canterbury (led by Prof. Natalia Chaban). The consortium is led by B&S Europe.

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