ASPECTE DE FORMARE ȘI PROMOVARE A IMAGINII PRIN COMUNICAREA STRATEGICĂ: CAZUL UNIUNII EUROPENE

Abstract

This article explores certain facets of the formation and promotion of the EU's image through strategic communication. In a scenario where the advancement of media technologies has blurred the borders between states in the realm of communication, presenting unparalleled opportunities to exert influence on a wide-ranging audience through diverse means and informational approaches, the significance of investigating the mechanisms of strategic communication becomes pertinent as a fundamental component of a government's endeavors to manage public opinion, with the aim of attaining credibility, legitimacy, and backing in the process of shaping and endorsing a favorable image on the global stage. The European Union undertakes manifold initiatives to cultivate a positive image, with a strong emphasis placed on the advocacy of European values and enhancing its perception both domestically and internationally. Within this context, special emphasis is accorded to the endeavors of garnering and sustaining public support for its actions, wherein strategic communication emerges as a potent instrument in this regard. Further advancement in this sphere serves as an apt response for an integration association in addressing informational threats and adapting to novel circumstances.